Web Design Tip #6 of 7: Do Split Testing to Find Best Approach
Overview:
You can often achieve better online marketing results by experimenting with multiple landing page formats to determine which one produces the best results. The process is known as split testing, and here's how it works ...
This tip builds upon Web design tip #5 on how to format your website landing pages (pages designed for a specific offer) for best results, and is #6 in our 7-part series written for our clients in Reading, Philadelphia, Lancaster, Allentown, and Harrisburg PA. For the full 7-point web design report, please download the white paper at the end of this post.
It Pays to Experiment with Your Website Landing Pages
The most effective website designs are done with clear web marketing goals in mind, and a key marketing principle is to test as you go to see what works, rather than relying soley on intuition and past experience. Regardless of how well your landing pages may appear to have been created, you can often achieve better web marketing results by experimenting with multiple landing page formats to determine which one produces the best results.
You Need a Feedback Loop to Identify Which Tests are Working Best
Your website’s analytics software should be capable of rendering statistics on the number of page views, unique visitors, and other activities associated with each landing page, but if not then consider contacting a professional to recommend and install the best software for your budget and web marketing goals. Google Analytics is a free and very popular analytics package capable of providing a deep view into your website traffic. Depending on your needs, there are other analytics packages capable of supplying a very concise and integrated view of your web marketing activities that may be a better choice for your business (please contact us for more information).
Landing Page Testing Guidelines and Additional Information:
Here are some additional things to keep in mind when developing your landing pages:
- Landing pages should educate your prospects on the buying process, moving them closer to a purchase
- Consider using pay-per-click ads from search engines and social media sites like Facebook and LinkedIn. Format the links on these ads to go directly to your landing pages.
- Use landing pages in follow-up emails for trade shows and other events at which you collect email addresses
Testing Software and Resources
For online assistance in testing your website and landing pages, consider these resources:
By allowing web marketing principles like these to drive your website design, your web design team will stay focused on achieving real results, and that’s what we all want, right? Please contact us if you need help or advice in developing an effective testing regimin for your website landing pages.
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