Landing Page Testing for Non-Techies

  A/B testing is a powerful tool that marketers often forget to leverage as way to optimize their content and generate more leads, as it’s used to test and adjust the performance of their individual marketing channels such as landing pages, emails, and website pages to increase lead gen.

One of the most important place you should do A/B testing is on your landing pages. There are ways on how to get the most out of your landing page A/B testing.

1. Create a Testing Plan

To stay focused, determine all the variables of the page you want to test, and then create a plan to test only one area at a time. Isolate and test only one variable per test to accurately determine that your change resulted in a higher or lower click-through or conversion rate. Plan accurately as it may take some time to achieve statistical significance in your A/B testing.

2. Test Anything and Everything

a. Page Layout

This includes placement and positioning of lead-capture forms, text, images, and the overall look and feel of the page. You should event try altering the number of columns you use on the page or change the position of your page copy to see which drives the most conversions.

b. Design

Try altering the font size and type on the page, also the colors of your text and color scheme on the page. Determine what you want the user to focus his or her attention on, and test a variety of color combinations that you might use on the page.

c. Copy

Change the language, tone, messaging or direction of your title. Determine which tones or styles works best for your title, and test it with the rest of the copy. You should also test the layout of your copy, as you might want to use bullet points and alter the length of the copy on the page.

d. Images

Test the placement and type of your image. Also try testing using multiple images to see if it has an effect on your offers

e. Number of Form Fields

When creating your forms, think about what information is truly critical to gather from your visitors. Test form length to optimize for the right balance between sheer amount of leads and quality of leads. It will all depend on your unique business’ leads goals. For instance, your business might have a lead quality problem and thus find that more fields are better to weed out any low-quality leads. If you have a lead quantity problem, you might decide that the opposite is true and fewer form fields yield better results.

3. Analyze Your A/B Testing Results

Track and evaluate the click-through rate of the ‘submit’ button on the form, which will indicate that page’s conversion rate. Then compare conversion rates for each of the page variables you test. Before making any conclusion, make your results are statistically significant and will determine if any difference you see between variables is what truly influenced the change in people’s behavior. To see if your test is statistically significant, check out PRCOnline’s Statistical Significance Calculator.

4. Iterate and Test Again

When you think you’ve tested anything and everything on your landing page, then it’s probably time to start testing again. People’s behavior changes often, and certain language or copy that was once hot can easily become stale if overused by your industry or competitors. The benefit of testing often is that you can stay on top of the latest trends and best practices.