Sometimes the only way out of a challenge is through it, and to get where we need to be, we have to face a seemingly endless process of trial and error. We call this “failing in order to succeed”, and in the digital marketing world, this is the principle that underlies exhaustive but necessary landing page testing.
When visitors access your website via PPC ads, backlinks, or search engine results, the first thing they see will have a powerful impact on the decisions that drive the next few minutes of their lives. A successful landing page is one that inspires high conversion rates, or a high percentage of visitors who like what they see, stay, and respond to your calls to action. Bringing visitors to your site is important, but in order to turn these visits into sales, your landing pages need to work. And they need to work flawlessly. That means retaining customer attention and meeting visitor expectations in terms of tone, content, and reliability.
Some target audiences respond well to long sentences. Others prefer short blasts of information. Some markets prefer detailed calls to action, like “Click on the following link to find great deals and review our calendar of events.” Others prefer quick instructions like “Join us.” Some visitors are more likely to click on blue buttons, others prefer red. But the only way to understand your own target audience on this level is to test, test, and retest your landing pages. You’ll need to gather volumes of data to in order to shape your headlines, your backgrounds, the tone of your content, and any other landing page metric that has the potential to influence your audience. And if you can think of it, it can influence your audience.
There are several tools available to help with this process, including the recently launched Google Website Optimizer, which can be a powerful time saver if you have coding experience and can make quick changes on your own. Otherwise you’ll need to work with your IT department and move through each testing phase one at a time. Be patient, and remember, every test brings you closer to your target market. Better yet, contact SevenAtoms. Our experts can guide you through the testing process and help you optimize your online campaign.
Image By: Rusty Russ