Landing pages are a key component in B2B marketing campaigns. They are the first page a user ‘lands’ on when they click on a link and are not always part of your main website. Landing pages are designed to capture leads and generate sales. It is important to test the performance of your landing page to understand your target audience better.
Research from Hubspot found that companies that increase the number of landing pages from 10 to 15 can see a 55% increase in leads. Ensuring they are optimised correctly is crucial for success.
We’ve put together a quick guide to testing your landing page performance so you can achieve the best results.
Why Test Your Landing Page?
Testing your landing page regularly is important to a campaign’s success because you can optimise and refine it to increase your conversion rate. It also ensures you are achieving your maximum ROI.
The quality of your landing page has an impact on site abandonment, which is when a potential buyer shows initial interest, for example clicking on the link that takes them to the landing page, but ultimately does not go through with a purchase, engagement, or other conversion. If the landing page is not user-friendly or clear enough, a visitor may decide to look elsewhere. This is also known as ‘bounce rate’.
How to Test Your Landing Page
There are two main methods to testing landing pages.
- A/B testing involves using two different landing pages, often changing the colours, content and Call to Actions (CTAs), and measuring which one generates the most clicks, conversions etc.
- Multivariate testing takes a similar approach as A/B testing, but the different pages shown to the visitor are much more similar as only one element of the page is changed.
The two different pages you use in A/B testing should be vastly different to test a range of format and design options, and you should split the traffic evenly to get the most accurate data.
Once you have tested your landing pages using A/B testing, then you should move onto multivariate testing, so it’s easier to identify the specific aspect that is making the difference, such as heading or page design. Overall, whilst A/B testing examines the whole page, multivariate offers data about an element of the page.
What makes a landing page successful?
A landing page’s success can be determined by a number of measurable metrics. These include:
- The amount of website traffic coming to landing page.
- The number of conversions or the percentage of visitors who convert. Conversions are visitors who take the action the landing page is encouraging them to take.
- The money that is spent promoting the page verses the money you generate from the conversions, also known as a Return on Investment (ROI).
- The success of the campaign, either quantitatively, qualitatively, or both, compared to any previous campaigns.
If you are looking for guidance to optimise your website design and improve your visitor experience, get in touch today.
