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Five Questions You Must Answer Before Testing Your Landing Page



WebTrends Landing Page White PaperThis post is presented by Marketing Pilgrim’s Analytics Channel Sponsor WebTrends. It was written by Karen Wood, Sr. Product Marketing Manager at Webtrends.

It’s a cold, hard reality that your landing page has just four seconds to capture a visitor’s attention. Not only that, landing pages are the stage in the campaign funnel most vulnerable to customer abandonment—converting, on average, just three percent of visitors.

This so-called success rate begs the questions: Is three percent acceptable to your bottom line? And what is it about your marketing efforts the other 97 percent rejected?

The Hard Truth on “Gut-Feel” Marketing

All too often, poor campaign performance is rooted in human condition. Many marketing decisions aren’t based on data, but rather on opinion—and often, that opinion is just the highest paid person’s gut feeling. As a result, the marketing team is sent down a path without any certainty that what they are doing will produce results.

When it comes to converting prospects, “gut-feel” marketing rarely pays off. Testing and optimization is one of the best ways to ensure maximum return on your marketing investments—and the best place to focus your efforts is on your landing page. An optimized landing page can greatly increase conversions from prospects who have already indicated interest.

Five Steps to an Optimized Landing Page

Even a seemingly simple landing page optimization test takes planning. And before you begin, it’s important to clarify baseline assumptions. Here are five pre-testing questions you should answer before you begin a landing page optimization project:

  1. WHICH LANDING PAGE SHOULD YOU OPTIMIZE? – Choose the simplest page possible, with the smallest amount of clutter and clearest call to action. There should be no excess baggage like ads, links or navigation bars so visitors have only two options: convert or leave.
  2. WHAT METRICS SHOULD YOU MEASURE?  – It’s important to boil things down to one metric. This metric should be revenue-related, so you can directly attribute a dollar amount to your testing. For most companies, this metric on the landing page is conversion rate, or click-through rate (page clicks divided by page visits).
  3. WHAT ARE YOUR BASELINE METRICS? – Before you begin testing, you should understand the status quo. What is your current daily average click-through rate? When you’re testing, a baseline control group lets you illustrate whether test variations are winning or losing against your existing normal state.
  4. WHAT PAGE ELEMENTS SHOULD YOU TEST? – You can start to glean an understanding of customer response by assessing where the focus on the page is vs. where the customer is supposed to look. Honing in on this interaction can help inform what to test.
  5. WHAT DO YOU THINK WILL HAPPEN? – Developing a hypothesis is an important part of effective, scientific testing. Often a hypothesis will help flesh out if a test idea is fully sound and worth carrying through as an actual test.

Get Better Results Every Time

WebTrends Landing Page White PaperWith a well-honed landing page, you can rest assured that your conversion boost is rooted not in human instinct, but in trustworthy data. For more information about landing page optimization, view our SlideShare on this topic. For all the details, you can download the whitepaper.

This post represents the thoughts and opinions of the author and not necessarily those of Marketing Pilgrim.