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The Importance of Landing Page Optimization – Split Testing, Analytics and Strategy

an 4-minute read

So – you finally got that web page made for your business after years of telling yourself that you didn’t need one, and now you finally realize the power that the internet holds for your business. And now you want more. A lot more.

Building a reputation and presence online really is a difficult undertaking. Most online businesses fight tooth and nail for every visitor that comes their way.

So you have to ask yourself – what have you done to ensure that you are getting the most out of every user that enters your website? Is it something that you have even put a great deal of thought into?

For many businesses the most lucrative choice they can make is to pursue strategies for making the most of their current visitors, rather than exploring ways to increase traffic.

Sales, conversions and copywriting aren’t skills that are possessed by most small business owners but are necessary for lasting success online.

When split testing, it is important to ensure that you have enough data to make an educated decision. The higher the visitor numbers, the better chance you are provided with reliable results during each split test.

100 visitors won’t tell you much. There are always outliers with small amounts of data. That person that backed out at the last minute affects your conversion rate by 1% when you are analyzing 100 visitors.

Ideal data amounts differ based on industry, but you should allow several thousand visitors to hit each page before trying to make any determinations about how the new page performed.

In order to make the most of the traffic you are receiving you have to have an understanding of the metrics and strategies used in improving your web pages.

Check it out;

Conversion Rates

Conversion rates are a fairly simple concept. It is the rate in which visitors to your website take the desired action.

For most business the “desired action” is purchasing your product. For other businesses it might be entering your information into a lead-capture form or calling the business to begin the sales process.

If 100 people your visit your website, and 5 people buy your product – your conversion rate is 5%. This rate tells you a lot about the effectiveness of your website.

If the purpose of your website is to sell products to user – you want to make sure that the website is set up to sell that product to the best of your ability. This is done through carefully crafted copy that subtly leads the user toward taking action, which in this case would be purchasing your product.

“In order to improve your conversion rates, you have to learn how to accurately track your conversion rate.”

Tracking

Tracking your conversion rate can be really simple or really complicated depending on your business.

In cases where a conversion consists of the visitor making the purchase directly from your website, tracking can be very easily implemented. If the conversion process includes a phone call, tracking can be a little bit more difficult.

The most commonly used tracking software is Google Analytics. There is a good chance you already use it to track visitors to your website and haven’t moved on to its more advanced features.

For those that would like to learn more about conversion tracking through analytics, click here. This guide will walk you through the basics of setting up and analyzing your conversions.

There are many different pieces of software that can help you to track conversions with varying levels of depth. For most businesses, Google Analytics should provide more than enough information to get started.

Split Testing

Split testing is the most used method for improving the conversion rate of your landing pages. Also known as A/B testing, split testing refers to the process of changing portions of your landing page and seeing how those changes affect the conversion rate on your website.

These experiments essentially show users two or three versions of your web page. Each version has a single change from the original page. Using your tracking software, you see how these changes effect the actions of your users.

Do the new changes prompt users to make purchases more often?

There are many elements of a landing page that are commonly changed and tested. Some of the more common elements that are altered in the testing phase include;

  • Media. Try changing banners, pictures, videos and colors to see how it affects the conversion rate of a given page.
  • Headlines. The headline of your landing page is arguably the most important aspect. It certainly is the most critical part of the page for capturing their attention and convincing the user to read on.
  • Layout changes. Try moving things around. Have something right-aligned? Try moving it to the center and left and running a test.

Making these simple changes and observing the effects that it has on your conversion rate, click through rate and other metrics can give you a lot of insight into your customers and help you better capture their attention with future marketing materials.

It Never Ends

Most businesses don’t realize that the process of split testing never really ends. Some might see an improvement to their conversion rate and move on without realizing that they could actually take it a step farther.

Even small improvement sin conversion rates can pay off in a big way in the long term. That 0.2% uptick in conversion rate could translate to hundreds of sales over the course of a year.

Split testing new ideas is always worthwhile. If it performs worse, you can always revert back to your previous design.

CHALLENGE: Determine Your Conversion Rate

If you have never done any landing page optimization in the past, the first and most important step that you need to take is determining where your conversion rate is currently sitting.

Go through the guides that were provided at Google Analytics to set up some basic tracking. Get a measure of your current conversion rate.

Then, contact me and we can put together a plan for improving that conversion rate. We will set you up with a free consultation where I will speak with you, learn about your business, and design a custom plan for your customer base.

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  • Accelerate growth with clear and actionable insights into visitor behaviour
  • Supercharge your conversion optimization program with new data-backed test ideas
  • Increase your revenue month-over-month with data-driven experiments
  • Stop wasting money and identify website conversion leaks you don’t know exist

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