how to test your landing pages [infographic]

1
Step 7: Keep going Keep testing to scale your program methodically and effectively. Follow these steps: Start with traffic sources. Move on to type of test, using sound testing tactics. Document each and every test wave using the who/what/where/ when/why/what happened format. Use smart analysis to help you uncover your next steps and areas of opportunities when the test wave concludes. These simple principles will lead you to success and great results! Step 6: Analyze your test Bring an investigative mindset to maximize your learning. When your test reaches statistical confidence, start analyzing the pages to see what you can learn and apply that learning to the next test wave. Consider the following: BOUNCE RATE A high bounce rate (75% or higher) indicates visitors aren’t finding what they expect on your page. Consider testing content and seek to increase relevancy on your next test wave. CONVERSION RATE Compare & contrast the conversion rate between the control and the challenger. Inspect the pages to make inferences about why one outperformed the other. USER BEHAVIOR Review the page elements that are being clicked on, and determine which behaviors you want to increase, and which you want to try to minimize through layout. TRAFFIC SEGMENT VARIANCE Consider the role the traffic source may play in delivering the audience you want to your pages. Determine if you want to shift media allocation, or the page layout to optimize for the audience that is most desirable. Step 5: Run your test Use your landing page platform and launch your test. Here are some tips to keep in mind: DO’S DON’TS Don’t call the test too soon - Don’t declare a winner until statistical confidence is reached. Don’t despair - Is your test a loser? No worries. Dig into the analysis to uncover some learning to help feed into your next test. Keep testing to get results. Be ready to be wrong and be ready to be right - Avoid getting dogmatic about what will and won’t work. Test it. Learn - Test to lift conversions, be methodical and test to yield learning. { { 90 % Positive ROI 100% Improvement 73 % 95 % Would Recommend Turn your click throughs into business breakthroughs with ion. 3 things you should know about ion 73% of our customers achieve 100%+ improvement in their digital marketing results, and more than half of them report 300-500% improvement. Call 888.466.4332 or +1.561.394.9484 or get started at meet.ioninteractive.com/getstarted Step 4: Create your test plan Now the easiest step—document your test plans. Documenting is a powerful way to help you ensure your testing approach is sound and keeps track of all your tests over time. Here’s what’s included in the test plan: WHO? Identify the target audience and their behavior or context leading to the page(s). WHERE? List the traffic source(s) you are running the test on. WHY? Describe your hypothesis for why you are running this test. WHAT? Describe the test in plain language. WHEN? When is the test going to launch, how long do you anticipate it will run for, and to what level of statistical confidence are you testing? WHAT HAPPENED? When the test concludes at statistical significance, document what happened. Don’t skip this step! It’s an important part of your record keeping. 99 % 80 % Select 90% to 99% confidence level: For longer test waves. Use for high traffic and ecommerce. More confident results. Select 80% to 90% confidence level: For shorter test waves. Use for lower traffic levels. Less confident results. Use for innovation waves where results are likely to be different between A&B. What level of statistical confidence is right for you? ............ Step 3: Pages What in the heck should you test? Evaluate the pages you are currently sending traffic to on your selected traffic source and determine: What is the bounce rate? What is the conversion rate? What is the conversion point? What is the offer, or the reason to convert? Is the page using common landing page best practices? A. Decide what category of test you will run: B. Is this test wave innovative or iterative? C. Will you be conducting an A/B or multivariate test? INNOVATION ITERATION In an iterative test wave you are testing elements in the champion to try to lift conversions further. A/B testing is when you test an entire landing experience against at least one other landing experience. MVT TRAFFIC A/B TRAFFIC MVT or Multivariate Testing is when you test many combinations of elements within a single page. 5 Headlines 5 Images 5 Form Buttons An innovative test wave tests two very different things against each other. OR OR RELEVANCY CONTENT OFFER EXPERIENCE DESIGN OR Change page layout Test form length or form style Test images & icons Add visual emphasis or directional cues Improve value proposition Reduce content or simplify with icons Make scannable Try accordions or tabbed content Microsite vs. landing page Conversion path vs. landing page Conversion path vs. Conversion path (mix up segmentation ) Highlight incentive Make value of offer exceed value of conversion Make offer more relevant Improve ad copy message match Improve the visual match to the ad .......... ........... ............ ............ A B Step 2: Message Okay, but where specifically should you test? With each type of traffic, there are any number of unique messages and traffic sources. EMAIL DISPLAY Keywords & ads in the ad group should maintain a high degree of relevancy on your pages. If they differ greatly, get granular and run several tests at once within a high volume ad group. For every email you drop, run a unique landing page test. Structure these tests to learn something new from each email drop. The display landing page should mirror copy and use visuals from the ad. Visitors need to instantly recognize that they landed in the right place after they clicked on your ad. PPC Think about your messages leading to your pages to determine exactly where you will test first. Step 1: Traffic Where are you getting the most traffic? Where is your lowest conversion rate? Where is your highest cost per conversion, or cost per lead? Where is your highest cost per click? What is strategically, or even tactically, important to you? Where should you test? First, start by evaluating the scope of traffic to your pages: Decide what type of traffic allows for the biggest testing opportunity. PAID SEARCH TRAFFIC DISPLAY TRAFFIC LOW TRAFFIC HIGH TRAFFIC Audience lacks immediate intent Great opportunity for conversion testing Can take several test waves to gain learning and momentum Slow & steady testing Designed for big innovative conversion improvements May take several weeks (or months) to reach 80% statistical confidence Rapid and iterative testing approach Continuously launch tests and apply learnings Fastest results Set at 99% statistical confidence Audience searching for immediate solution and answers Steady & predictable incoming traffic Testing geared towards improvement and learning Easiest place to start The Basics What’s a landing page? It’s anywhere a web visitor lands after they click one of your ads, messages or links. An SEO landing page is one that a visitor lands on after clicking an organic search result. A campaign landing page is created specifically for advertising for the purpose of getting a visitor to take a specific action. [Example: filling out a form, downloading a white paper, signing up for a free trial or making a purchase.] A B HOW TEST YOUR LANDING PAGES to interactive.com

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Seven steps to landing page testing success! This infographic takes you through seven best practices for testing and optimizing your landing pages for higher conversions. 1. Traffic — how to find your biggest testing opportunities 2. Message — where to test your various messages 3. Pages — what and where to test 4. Test planning & documentation — how to create a manageable test plan 5. Statistical significance — tips for running A/B & MVT tests 6. Analysis — how to analyze your tests to maximize learning 7. And scale —steps for maintaining a methodical & effective program These simple principles will lead you to success and great results!

TRANSCRIPT

Page 1: How to Test Your Landing Pages [Infographic]

Step 7: Keep goingKeep testing to scale your program methodically and effectively. Follow these steps:

Start with traffic sources.

Move on to type of test, using sound testing tactics. Document each and every test wave using the who/what/where/when/why/what happened format.

Use smart analysis to help you uncover your next steps and areas of opportunities when the test wave concludes.

These simple principles will lead you to success and great results!

Step 6: Analyze your testBring an investigative mindset to maximize your learning.When your test reaches statistical confidence, start analyzing the pages to see what you can learn and apply that learning to the next test wave. Consider the following:

BOUNCE RATEA high bounce rate (75% or higher) indicates visitors aren’t finding what they expect on your page. Consider testing content and seek to increase relevancy on your next test wave.

CONVERSION RATECompare & contrast the conversion rate between the control and the challenger. Inspect the pages to make inferences about why one outperformed the other.

USER BEHAVIORReview the page elements that are being clicked on, and determine which behaviors you want to increase, and which you want to try to minimize through layout.

TRAFFIC SEGMENT VARIANCEConsider the role the traffic source may play in delivering the audience you want to your pages.Determine if you want to shift media allocation, or the page layout to optimize for the audience that is most desirable.

Step 5: Run your testUse your landing page platform and launch your test. Here are some tips to keep in mind:

DO’S

DON’TSDon’t call the test too soon - Don’t declare a winner until statistical confidence is reached.

Don’t despair - Is your test a loser? No worries. Dig into the analysis to uncover some learning to help feed into your next test. Keep testing to get results.

Be ready to be wrong and be ready to be right - Avoid getting dogmatic about what will and won’t work. Test it.

Learn - Test to lift conversions, be methodical and test to yield learning.

{{

90%

Positive ROI 100% Improvement

73% 95%

Would Recommend

Turn your click throughs into business breakthroughs with ion.

3 things you should know about ion

73% of our customers achieve 100%+ improvement in their digital marketing results, and more than half of them report 300-500% improvement.

Call 888.466.4332 or +1.561.394.9484 or get started at meet.ioninteractive.com/getstarted

Step 4: Create your test planNow the easiest step—document your test plans. Documenting is a powerful way to help you ensure your testing approach is sound and keeps track of all your tests over time. Here’s what’s included in the test plan:

WHO? Identify the target audience and their behavior or context leading to the page(s).

WHERE? List the traffic source(s) you are running the test on.

WHY? Describe your hypothesis for why you are running this test.

WHAT? Describe the test in plain language.

WHEN? When is the test going to launch, how long do you anticipate it will run for, and to what level of statistical confidence are you testing?

WHAT HAPPENED? When the test concludes at statistical significance, document what happened. Don’t skip this step! It’s an important part of your record keeping.

99%

80% Select 90% to 99% confidence level: For longer test waves. Use for high traffic and ecommerce. More confident results.

Select 80% to 90% confidence level: For shorter test waves. Use for lower

traffic levels. Less confident results. Use for innovation waves where results are likely

to be different between A&B.

What level of statistical confidence is right for you?

............

Step 3: Pages

What in the heck should you test?Evaluate the pages you are currently sending traffic to on your selected traffic source and determine:

What is the bounce rate?

What is the conversion rate?

What is the conversion point?

What is the offer, or the reason to convert?

Is the page using common landing page best practices?

A. Decide what category of test you will run:

B. Is this test wave innovative or iterative?

C. Will you be conducting an A/B or multivariate test?

INNOVATION ITERATIONIn an iterative test wave you are testing elements in the champion to try to lift conversions further.

A/B testing is when you test an entire landing experience against at least one other landing experience.

MVT

TRAFFIC

A/B

TRAFFIC

MVT or Multivariate Testing is when you test many combinations of elements within a single page.

5 Headlines

5 Images

5 FormButtons

An innovative test wave tests two very different things against each other.

OR

OR

RELEVANCY CONTENT OFFEREXPERIENCEDESIGN

OR

• Change page layout• Test form length or form style• Test images & icons• Add visual emphasis or directional cues

• Improve value proposition• Reduce content or simplify with icons• Make scannable• Try accordions or tabbed content

• Microsite vs. landing page• Conversion path vs. landing page• Conversion path vs. Conversion path (mix up segmentation )

• Highlight incentive• Make value of offer exceed value of conversion• Make offer more relevant

• Improve ad copy message match• Improve the visual match to the ad

.......... .......................

............A B

Step 2: Message Okay, but where specifically should you test? With each type of traffic, there are any number of unique messages and traffic sources.

EMAIL DISPLAY

Keywords & ads in the ad group should maintain a high degree of relevancy on your pages. If they differ greatly, get granular and run several tests at once within a high volume ad group.

For every email you drop, run a unique landing page test. Structure these tests to learn something new from each email drop.

The display landing page should mirror copy and use visuals from the ad. Visitors need to instantly recognize that they landed in the right place after they clicked on your ad.

PPC Think about your messages leading to your pages to determine exactly where you will test first.

Step 1: Traffic Where are you getting the most traffic?

Where is your lowest conversion rate?

Where is your highest cost per conversion, or cost per lead?

Where is your highest cost per click?

What is strategically, or even tactically, important to you?

Where should you test?First, start by evaluating the scope of traffic to your pages:

Decide what type of traffic allows for the biggest testing opportunity.

PAID SEARCH TRAFFIC DISPLAY TRAFFIC LOW TRAFFIC HIGH TRAFFIC

• Audience lacks immediate intent

• Great opportunity for conversion testing

• Can take several test waves to gain learning and momentum

• Slow & steady testing

• Designed for big innovative conversion improvements

• May take several weeks (or months) to reach 80% statistical confidence

• Rapid and iterative testing approach

• Continuously launch tests and apply learnings

• Fastest results

• Set at 99% statistical confidence

• Audience searching for immediate solution and answers

• Steady & predictable incoming traffic

• Testing geared towards improvement and learning

• Easiest place to start

The BasicsWhat’s a landing page? It’s anywhere a web visitor lands after they click one of your ads,messages or links.

An SEO landing page is one that a visitor lands on after clicking an organic search result.

A campaign landing page is created specifically for advertising for the purpose of getting a visitor to take a specific action. [Example: filling out a form, downloading a white paper, signing up for a free trial or making a purchase.]

AB

HOW TESTYOUR LANDING PAGES

to interactive.com