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Monday, July 25, 2011

Mequoda Daily: The Landing Page Testing Roadmap

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Mequoda Daily
 
Mequoda Daily
July 25, 2011

Do you have a specific plan in place for testing your landing pages?

If you're like me, you need directions sometimes.

For instance, in my old car - which was 16 years old - I no longer had a working power outlet, so I wasn't able to easily have a GPS. Due to this, I found myself pulling to the side of the road and looking up directions on my iPhone many times. And before I had an iPhone the situation was even worse.

There is no harm in asking for directions, although many men might tell you otherwise. Personally, I'd prefer to do something efficiently and effectively, and if asking for directions is the way to do that, then I'll be prepared for the answers.

This philosophy works for many different topics and it's surely not just for driving directions.

Today, I'm going to run through the directions of the Landing Page Testing Roadmap. This will provide you with a working map for performing both A/B and multi-variate tests.

In case you need a refresher on the pros and cons of both A/B and multi-variate tests, check out my article from last week.

Landing Page Testing Roadmap

The first action you should take is to execute on an A/B design test. If you are new to the process, it's fine to start slow and simple.

First, take two drastically different designs. After you have the different designs you are interested in working with, choose a page on your website with enough traffic that you'll be able to read the results quickly. If a page has very little traffic, you will have to wait longer for the results. If I were to do this test right now, I'd probably select a rapid conversion landing page for one of our free reports or a blockbuster SEO article.

Now, run the test until you have a defined winner. After you've defined your winning design, roll out the winning panel to all of your traffic. At this point, you can review your website for similar landing pages and decide whether or not you need to test or if you can just implement the winning test panels there as well.


Simple landing page tests can make a huge difference. Discover what to test and how to execute the tests when you join us for our Landing Page Testing & Optimization webinar on August 2nd.


Optimize your landing page

The next part of the roadmap directs you to optimize your landing page. In doing so, you should focus your testing attention on the following criteria:

-The number of fields in your registration form.

-Try removing parts of your navigation that may be causing friction amongst your website visitors. You want to avoid any confusing or frustrating aspects within your navigation that could cause a negative impact with your audience.

-Test different headlines to see which resonate with your audience the best.

-Calls to action and the design and color of your buttons should be tested as well. Some publishers have had positive results when using red buttons, even though they symbolically mean "stop" to many people.

-Test body copy to assure it communicates your message appropriately while being optimized for search.

-Graphics should be tested to make sure they are loading properly and in a timely manner.

-Confidence elements such as your privacy policy, testimonials, BBB logo, etc. should be tested as well.

After you've gone through these directions, you are prepared to execute a multi-variate test.

How did those directions work for you? Were they comprehensive enough? If you are looking for more depth on these subjects, including the processes of running multi-variate and A/B tests, join us for our Landing Page Testing & Optimization webinar on Tuesday, August 2nd.


Already a Mequoda PRO member? If so, you do not need to register for this webinar through our website. Instead, you should receive an email invitation from Kim Mateus (messenger@webex.com) this week prior. If you did not receive this email, please call (866) 713-1005 or email customercare@mequoda.com.


 

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About Mequoda Daily
The Mequoda Daily provides free, valuable tips that publishers need to build better websites. Through the Daily, publishers take advantage of sharing industry best practices with close colleagues and publishing professionals worldwide. These publishers aspire to conquer the challenges of website publishing, such as bringing print content online, creating new online revenue streams and building more profitable websites.

For more information, visit http://daily.mequoda.com.
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