Landing Page Testing: How it Works and Why it’s a Good Idea
Landing pages are a big part of the foundation of any good digital marketing campaign. To maximize your lead potential, you’ll want to have the best one possible. But, how do you know if yours is the best it can be? That’s why digital marketing agencies regularly perform landing page testing.
What is Landing Page Testing?
Landing page testing is just like another other type of A/B testing done on marketing campaigns. Essentially, two versions of the web page are tested against each other to identify changes that can increase the conversion rate. One page is the control and the other features change of its elements, like the image. The test is run to see which variation is more successful at attracting potential customers.
Finding a Winning Formula
We all know the feeling. You put your heart into building a great landing page, and you don’t get the number of leads you thought you would get.
Then, you spend hours and hours figuring out why your landing page didn’t work.
Landing page testing is the easy solution the pros use to solve this agonizing problem.
5 Page Elements Typically Tested
A/B testing can be used on many different elements within a page, including:
- The offer
Depending on your landing page design, other elements may be tested as well. However, it’s important to remember to only test one thing at a time. Otherwise, you won’t know which one could be the reason why people aren’t converting.
Why Marketing Pros Test Landing Pages
Landing page testing is a digital marketing secret every business owner should know about. It tends to give insight that is not readily found with the naked eye.
The results provided by this type of A/B testing can make the difference between a good campaign and a truly great campaign. For example, you might find out that your CTA is not in the right place or that your main image is turning off potential customers.
4 Reasons to Always Test your Pages
Landing page testing does more than help you create more attractive web pages. It can provide the type of results that will improve your return on investment.
- Higher conversion rates
- More sales
- More customer engagement
- A better understanding of your target audience
Landing pages are a crucial piece of an inbound marketing strategy. No matter how many views your page gets, it’s really the conversions that are the most important marketing metric. If you find that the results of your digital campaigns are weak, A/B testing could be the fix you need.