Now that you know how well your landing page is supposed to perform, you can evaluate your options to optimize your landing page to ensure that your landing page produces as many conversions as your competitors' pages within the industry.
The challenge is that there are several tactics marketers can use to optimize landing pages that vary in effectiveness in difficulty. As a result, it is difficult to decide which tactic to use to optimize your landing page.
Within our most recent white paper, we evaluated all landing page optimization tactics by difficulty and effectiveness to make this process easier for you.
Landing Page Optimization Tactics: Most Effective & Most Difficult
Over 52% of marketers believe that A/B testing is the most effective and easiest way to approach conversion optimization. Whereas, usability testing, customer feedback and surveys, and multivariate testing are the three tactics identified by marketers as the most effective and, at the same time, not too difficult to implement.
60% of marketers are using a customer journey analysis, and 30% of marketers have a plan to activate one in the near future to help with conversion optimization. Alternatively, only 46% of marketers work with competitive benchmarking data when it comes to conversion optimization effectiveness analysis. Website personalization is identified by over a third of marketers as important but is considered by most marketers as the most challenging optimization tactic to implement.
What Optimization Tactic Should I use?
The results suggest that A/B Testing is the most effective and easiest way to conduct landing page optimization. There are also a variety of A/B testings tools that you can use to make the process even easier and more efficient. Stay tuned for our next blog post to find out what these tools are.
Steps You Need To Take Before A/B Testing:
To optimize your landing page, you must use quantitative and qualitative information to create a hypothesis for a new version of your landing page to test and then ultimately create a new, better performing page.
Here are the steps:
You can drive traffic to your landing page through a variety of methods:
Website: You can input links throughout your website to go to your landing page, which can be done through CTAS.
PPC Ads: Pay per click ads through Google or Facebook.
Emails: You can send your landing pages to your subscribers through email marketing campaigns.
Social Media: You can share links to your landing pages on your social media channels and encourage those who follow you to share those links.
Content creation: Through the form of blog posts, infographics, ebooks, and guest blogging.
You can gather feedback through on-page surveys, tests, and live chats: For more details on each test download the white paper here.
A Five Second Test
The 6ft Test
Once you have collected the feedback, you can use this feedback to create a hypothesis which you will test through A/B Testing. Stay tuned for our next blog post to find out what exactly A/B Testing is, what is typically tested in A/B Testing, and what A/B Testing tools are available.
Want to Learn More?
If you want to learn more about how to make your landing pages perform better, download our most recent white paper here.