Getting to A/B Testing: How to Make Effective Changes to a Low-Traffic Landing Page

November 23, 2015 Andy Beohar

low traffic landing pageMany of our clients have come across a similar problem: they want to make effective changes to their landing pages but the pages aren’t driving enough traffic for A/B testing. For A/B testing to show useful data about what your visitors prefer, you need a statistically significant sample size, which is often a problem for smaller businesses and companies with quieter digital presences. If you want to use helpful A/B testing but aren't drawing in enough visitors to create timely results, here are a few smart changes that you can make.

Think About Conversions, Not Traffic

It's easy to make everything about traffic to your landing page, but remember what you really want are conversions. Pick an ideal conversion, like a fill-out form or a move on to a particular product page. This will then help inform the design of your landing page. Work on weeding out all the parts – both data and design – of your landing page that detract from your primary conversion goal. There's nothing wrong with having your whole page be a simple request for customer information, for example.

The key is to test for very specific conversions instead of using broad "landing page = sales" or "traffic = good" language. Maybe you want visitors to stay on the page longer. Maybe you want them to find out more about products via a certain link. Drill down to your specific conversions. This makes it easier to find a sample size and get accurate A/B results, or to use an A/B-lite tool like split testing and campaign experiments.

Use Sample Size Calculations

While this isn't a landing page change per se, it is a very important starting place in the redesign process: You need to find out how many visitors you actually need for an effective sample size. There are general rules of thumb – such as around 5,000 visitors per week for good A/B results – but we suggest you find a useful sample size calculator to find out just how many visits you need for your particular goals, AND how long the testing should run in ideal circumstances. This gives you something to aim for.

Optimize Your Keywords

When A/B testing isn’t an option, go back to your keywords as a way to drive more traffic to your landing page. It’s a best practice that your landing pages should minimize text and feature only what is necessary and enticing. And when it comes to choosing your few words, it’s important to choose wisely: Try scanning Twitter hashtags and using the AdWords keyword tool before you move onto A/B testing. This should give you several keywords and phrases that have a better chance at drawing in visitors and decreasing your bounce rate for better sample sizes. A little research can go a long way!

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