Landing PagesWhat does it matter in online marketing and why you

need to test

Why Landing pages matter

Landing pages are a key lever in monetization for the publisher and the advertiser

An example from Audible The chart below was a just not 25% increase in conversion, but also in affiliate payout without an increase in commissions

Testing is the keyYour gut is not good enough. You need to test.

Elements that have a major impactHeadlineCTAButtonClutter on the pageBut you need to test everything

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

Zoomrang - Wider Funnel

uShip - Whichtestwon

uShip - Whichtestwon Version A, with the less cluttered design (among other

differences), got a whopping 89.7% more form fills.

uShip, a shipping and moving marketplace, conducted this A/B test on its main PPC landing page in-house using its own proprietary testing technology.

Though the form’s button copy, offer, and form fields were identical, the two versions had different page and form headline copy. But most glaringly, the losing Version B was just much more cluttered with media mentions, trust icons, and “how it works” graphics.

This is a great test to use to remind yourself every time you’re tempted to put a few more elements on a page, that generally less clutter wins hands down.

BaseKit’s redeigned increased conversion rate by how much?

Old page New page

BaseKit’s redesigned increased conversion rate by how much?Redesigned pricing page

In their own words, the variation had “Bolder, brighter, clearer pricing, nicer design, testimonial, more obvious currency selection.” Here’s how the variation looked like:

Redesigned pricing page (25% increase in conversions)

Soocial – Visual Web optmizer

WikiJob – Visual Web optimizer

WikiJob – Visual Web optimizer

A single (seemingly trivial) change was responsible for increasing sales by as much as 34%

Different pages for different keywords

groupings

7.9%Branded Keywords

5.6%Non-Branded Keywords

Magnify360 Day Parting and OS

Magnify360 Day Parting and OS

magnify360 used it's predictive DNA technology to find the best performing experiences for National University based on the magnify360 profile level optimization technology.

Version A worked best for users on a Macintosh Operating system on weekday mornings before eleven am. It out performed Version B for these profiles by boosting leads by 17%

Version B worked best for users on PC's from Tuesday thru Thursday. It out performed Version A for these profiles by boosting leads by 22% during the work week.

The Client was able to use these results to tailor more specific tests for both Macintosh and PC users. Headline messaging and user interface for these two different personas varied. Both versions were kept running in a "multiple champion" approach that allows increased metrics for both segments.

SummaryTesting matters

You don’t have to have a complicated testing approach. Simple A/B testing can get you a long way.

Better to test a little than not at all

There are easy ways to get some tests up and running. This does not need to be a lot of work.

Resources Google Web Optimizer

Website and blog

Visual Web Optimizer Easier to use than GWO Fee $49 to $249 a month

Whichtestwon.com Tests Agencies

Marketing Sherpa Landing page handbook

Ways to get lots of different designs inexpensively 99 Designs