Comments on: Landing Page Testing: How to test and what to test

By: Rob Jackson

Rob Jackson — Tue, 24 Nov 2009 17:56:27 +0000

I’m very suprised to see that no one has mentioned the use of analytics data to build tests. A solid methodology of analysis to drive a/b and mvt tests will result in experiments that are much more likely to succeed. Gone are the days when the tactic is to throw a load of ideas at a wall and see what works. Check out Google’s conversion room blog to see what I mean.

By: Megan

Megan — Wed, 18 Nov 2009 15:15:30 +0000

This is a great overview guys!

By: Alan

Alan — Wed, 18 Nov 2009 08:04:53 +0000

Some great tips Joe. You’ve covered pretty much every angle of landind page optimisation. If I could choose only one element to test, though, it would have to be call to action buttons. Finding the right colour, message and placement of your call to action button(s) can make a huge difference for little effort.

I think elements like credibility symbols would arguably have a smaller effect on user behaviour, so a large amount of data would need to be collected before it’s possible to tell one apart from the next.

Guess the smaller and more discreet the change, the more data is needed for a significant result.

Alan

By: Web & IT security

Web & IT security — Wed, 18 Nov 2009 04:14:46 +0000

Thanks a lot for the insightful advice about landing page and improving landing page conversion rates. I am not sure if I should be using copy that appeals to emotions. I would rather stick with non-chalant business copy for the time being.

By: Matthew Umbro

Matthew Umbro — Wed, 18 Nov 2009 01:05:47 +0000

Hi Joe,

I work at a company that specializes in user interface design so I tend to have our Information Architects create PPC landing pages. I have been very pleased with the pages they create for me and in turn have seen very good conversion rates.

I’m happy that you are writing about landing pages because it is often overlooked. Setting up a structurally sound campaign is necessary, but only half the equation. If you are not sending your users to a relevant landing page you are throwing away your money.

Other items that are often overlooked, but can improve your conversion rates include:

Appropriate Tabbing Structure
- making sure a user can hit the tab button to get to the next field)

Browser Capability and Screen Resolution
- making sure your landing pages are accessible in most browsers and screen resolutions

Keep up the good work!

-Matthew

By: Joe

Joe — Tue, 17 Nov 2009 21:18:29 +0000

@Ryan and @Andy: Thanks guy! It’s funny… most of the landing pages I work with already don’t have the navigation included so I wasn’t even thinking about that! Good point!

@Robert: I haven’t used LiveBall but I’ve heard good things. If you try it out, let me know your thoughts!

By: Andy Brudtkuhl

Andy Brudtkuhl — Tue, 17 Nov 2009 18:33:39 +0000

I’d have to agree with Ryan on the no navigation menu. You don’t want to give potential conversions an easy way to leave your landing page. You sent them there for conversion – not to look around on your site

Other than that – great tips. And ALWAYS BE TESTING

By: Robert Brady

Robert Brady — Tue, 17 Nov 2009 17:11:30 +0000

Great information Joe. I was just wondering what your thoughts were on landing page software like LiveBall. Have you had a chance to use it?

By: Ryan Beale

Ryan Beale — Tue, 17 Nov 2009 14:02:23 +0000

Hi Joe,

Nice Post! One thing that I would add to this post is, NO NAV MENU on the Landing Page. If you have not tested a landing page with NO NAV MENU, please do so and let me know the result. My bet is that your conversion rates will go up.