Alan Draper
As a child, a good report card can be a great thing—it’s something you could redeem for a trip to your favorite restaurant or even a shiny new toy.
In marketing, report cards are an important way to gauge visitor interest in your offer. Generating a landing page ‘report card’ involves testing page elements, layouts, and copy in order to find winning combinations for your campaigns.
A/B testing is a great way to determine whether your landing pages are making the grade. If you’re not currently A/B testing, it may be difficult to declare winners and make progress against your overall campaign goals. If you’re on the fence about starting a landing page testing program to grade your pages, remember this:
Landing Page Testing Only Serves to Improve Conversion.
Just as testing was a key component to your school-house report card, landing page testing will help you to discover what’s working and also highlight what needs improvement. Here are three great reasons to incorporate landing page testing as part of your overall campaign strategy:
- Some results defy conventional wisdom.
It’s happened to us all: we’re in a hurry, so we deploy modified versions of landing pages that have worked in the past—except this time, the grades are not too hot. Despite using what’s worked in campaigns prior, each new launch is truly its own isolated experiment. Since there are a lot of variables (e.g., segmentation, time, or target audiences) that can affect how a particular page is performing, it’s important to perform isolated tests to be sure that you’re deploying the best landing page for any given campaign. - Better grades can mean more business.
In our case studies, we’ve covered some top brands who have significantly improved both their ROI and revenue by grading their landing pages through landing page testing. Landing page testing helps you to squeeze the most out of your campaign spend. Keep in mind that most clicks come with an associated cost, so any boost in conversion can have an immediate impact on your bottom line. - Everyone has room to grow.
Just like a report card, testing can identify key weaknesses in your landing page strategy. Although a perfect A+ (or 100% conversion) may be nearly impossible, there’s no reason why we can’t set the bar really high.Even top-performers can be refined; champions can be challenged, and winners declared.
Landing page testing allows you to be flexible and make adjustments, helping you build winning campaigns. Testing helps to challenge the status quo, bring in business, and grow your landing page program. Moreover, it’s a continuous cycle of improvement that can help you to show incremental growth on your next report card.
This article was written for Business 2 Community by Alan Draper.
Learn how to publish your content on B2C
Join our Telegram channel to stay up to date on breaking news coverage
Add B2C to your Google News Feed
Hi Tim,
Really enjoyed your article. Landing page (and email) testing is really important for us too. Do you have any good resources for some good testing ideas? We’re always looking for new things to test!
-Jessica at Marketo