How to Test a Landing Page – Landing pages are the most important pages on a website. It is vital
that your Internet marketing efforts include the creation, testing, and tracking of landing pages. You can directly
equate the success of your landing pages with your conversion rate so your attention to detail
is important when it comes to your landing pages.
Testing Landing Pages
The best way you can test landing pages on your website is to create multiple
versions of the page to be tested. Your pages should differ in style, content, offers being made,
images, etc. Once you have your landing pages set up you should install Google analytics on them.
The analytics will help you see how traffic is responding to the various landing pages you set up.
Create a PPC campaign on Google that sends traffic to all four landing pages and run the
campaign for at least 4 weeks. Make sure each of the landing pages is receiving around the same volume of traffic.
Seeing the Results
Examine the results to make a determination about the success (or lack of success) of each landing page.
You want to see your bounce rate (the lower the bounce rate the better), your conversion rate
(the most important statistic) and how long people spend on each landing page. Start to
identify your most and least successful landing pages. Look for similarities among the most
successful pages and the least successful pages. This should help you start to identify what does and does not work.
Adjusting the Landing Pages
Put together a couple of different variations of your most successful landing pages to run the experiment again.
Pay careful attention to things like what images are being used and where, what if any video is being used
and where, calls to action, etc. Run the campaign for another 3 to 4 weeks and analyze
the results in much the same way you did earlier. At this point you should be able to pinpoint what is and is not
working on your landing pages. Create your final landing pages based on what worked the best and run them
for at least 8 to 12 weeks. After approximately 8 to 12 weeks you may want to create new versions
of your landing pages and test them again. You will have “fresh eyes” at this point and may identify
new things to improve the success of your landing pages.