{"id":21915,"date":"2020-10-08T21:22:32","date_gmt":"2020-10-08T21:22:32","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?post_type=institute&#038;p=21915"},"modified":"2024-05-23T07:41:18","modified_gmt":"2024-05-23T11:41:18","slug":"landing-page-testing","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/landing-page-testing\/","title":{"rendered":"Is Landing Page Testing Important?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Are you wondering whether landing page testing is still important and how you can test your landing pages to increase conversions?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Landing pages are the specially optimized lead generation or sales pages where your prospective customers \u201cland\u201d after clicking one of your paid advertisements or email marketing links. Learning <\/span><a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/how-to-create-landing-page\/\"><span style=\"font-weight: 400;\">how to create a landing page<\/span><\/a><span style=\"font-weight: 400;\"> that connects with your target audience and drives conversions is a crucial step towards building a profitable online advertising campaign &#8211; but the process doesn\u2019t end there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After creating and implementing a landing page, marketers can perform landing page testing &#8211; also known as <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/cro\/\">conversion rate optimization (CRO)<\/a> &#8211; experiment with landing page variations, and discover new <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/cro\/landing-page-design\/\">landing page designs<\/a> that lead to increased conversions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this short guide, we\u2019ll explain the basics of landing page testing, why it\u2019s still important, and which <a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/optimize-design-elements\/\">design elements<\/a> marketers should focus on when testing their landing pages.<\/span><\/p>\n<p><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;[optin-inline id='d5yewatvtrhn8vieh0e4']&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:513,&quot;3&quot;:{&quot;1&quot;:0},&quot;12&quot;:0}\">[optin-inline id=&#8217;d5yewatvtrhn8vieh0e4&#8242;]<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is Landing Page Testing?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Landing page testing describes the continuous process of optimizing your landing pages to increase conversions. A conversion happens whenever a visitor to your landing page completes the conversion target that you define as part of your campaign objectives. Typical conversion targets include purchasing a product or service, subscribing to an email newsletter, registering for a webinar, or starting a free trial.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-large wp-image-21917\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2020\/10\/image1-11-1024x683.png\" alt=\"landing page testing example\" width=\"1024\" height=\"683\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image1-11-1024x683.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image1-11-300x200.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image1-11-768x512.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image1-11.png 1050w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><a href=\"https:\/\/images.unsplash.com\/photo-1516321318423-f06f85e504b3?ixlib=rb-1.2.1&amp;ixid=eyJhcHBfaWQiOjEyMDd9&amp;auto=format&amp;fit=crop&amp;w=1050&amp;q=80\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">A comprehensive approach to landing page testing includes activities such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measuring the performance or conversion rate of a landing page with respect to clearly defined conversion targets<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reviewing user behavior data to assess how users interact with a landing page, including their scroll depth, bounce rates, and average time on page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Drawing insights from user behavior analysis to inform the landing page testing process<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating landing page variants by modifying design elements or copy on the landing page.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Planning and executing content experiments to measure the relative performance of several versions of a landing page you have created.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measuring the statistical significance of your content experiment results to determine whether new landing page variants are driving increased conversions<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Deploying high-converting landing page variants into your campaigns to increase sales or lead generation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The most common type of landing page testing is <a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/how-to-prioritize-cro-tests\/\">A\/B testing<\/a>. In an A\/B test, marketers create two different versions of a landing page with the goal of comparing their performance. The landing page is configured so that some visitors see version A of the page while other visitors see version B.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After each page has received enough visitors, marketers compare the conversion rates for both pages to determine which page was more successful at driving conversions. Split testing and multivariate testing are two other common types of content experiments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now let\u2019s look at three reasons why landing page testing is still important for driving campaign performance.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3 Reasons Why Landing Page Testing is Important<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Conversion Rates Impact Campaign Profitability<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re running an email marketing or digital advertising campaign, landing page testing is one of the fastest ways to increase sales and lead generation from your campaigns without increasing your advertising budget.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Increasing your conversion rate by just one or two percent can have the same dollar-value impact as adding hundreds or even thousands of prospects to the top of your advertising funnel &#8211; but you won\u2019t have to expand your keyword targeting or increase your budgets.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">PPC is Increasingly Competitive<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Advertisers are spending more on digital ad placements than on traditional formats like print and television. This is affecting your business regardless of your industry or the specific niche you occupy &#8211; when there are ten other advertisers competing for your target customers, you\u2019re going to see more expensive keyword auctions and higher CPC.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-21918\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2020\/10\/image2-12.png\" alt=\"landing page testing importance\" width=\"680\" height=\"608\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image2-12.png 680w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image2-12-300x268.png 300w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Landing page testing is essential in a highly competitive <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/ppc-agency\/\">PPC<\/a> landscape because marketers are under more pressure to squeeze every last bit of value out of the clicks they generate. If your competitors are building landing pages that perform better than yours, they\u2019ll generate more revenue, outbid you in the keyword auctions, and steal customers from right under your nose.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Landing Page Experiences Impact Ad Rank and CPC<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Google uses a combination of human feedback and automated computer systems to measure user experience on your landing pages. A poor user experience can have serious consequences, including lowering your Ad Rank (your ads will be less likely to show for related searches) and increasing your <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/cost-per-click\/\">CPC<\/a> (clicks on your advertisements will cost you more).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google offers five basic recommendations for improving landing page experience &#8211; all of which you can measure and improve through landing page testing:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Include relevant, useful, original offers and content on your landing pages<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be transparent with information about your business and foster trustworthiness<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build a responsive landing page that looks good on both mobile and desktop computers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimize your page loading time<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make your website as fast as possible<\/span><\/li>\n<\/ol>\n<h2><span style=\"font-weight: 400;\">Landing Page Testing: 10 Design Elements to Test<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you understand the importance of landing page testing, what exactly is it that you should test?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it\u2019s time to test your landing pages, try playing with these 10 landing page elements that are known to impact conversions.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Headline<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Increase conversions by writing a clear headline that effectively grabs the attention of your target audience and encourages them to stay on the page and learn more about your offer. Headlines should address common pain points for your target audience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Lead Generation Form<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Reduce friction with your lead generation forms by minimizing the number of form fields and only collecting the most important information you need to move prospects through your sales\/marketing funnel.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sales Copy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Experiment with variations of your <a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/copy-optimization\/\">sales copy<\/a> as part of your landing page testing.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Unique Value Propositions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Write unique value propositions (UVPs) that clearly convey the benefits of your product. Try different variations on your landing page to see which ones best resonate with your target audience and drive conversions.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Page Layout<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Experiment with short-form vs. long-form landing pages or the positioning of design elements to increase conversions. Short-form landing pages minimize friction, while long-form pages provide more information and can be more convincing when your conversion goal involves a purchase. You can also change the background color and colors of other design elements.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Images<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Create landing page variants that use different images to connect with your target audience. Images can be used to convey information, grab the visitor\u2019s attention, or to give the page a specific feel or tone that encourages visitors to accept the offer.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Video<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Using video on your landing pages makes it easy and low-effort for visitors to get your marketing message &#8211; there\u2019s no scrolling, and they can listen to your message instead of reading it.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">CTA Buttons<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">CTA buttons can be optimized in many ways as part of your landing page testing efforts. Try experiments with different <a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/how-to-optimize-cta\/\">CTA copy<\/a>, or where you change the location, color, shape, or size of your CTA button.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Offers &amp; Pricing<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If your goal is to generate leads, experiment with different offers that entice your target audience to enter their name and email address. If you\u2019re selling a product or service, you may be able to boost revenue or conversions by implementing a different price structure.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Social Proof<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/social-proof-marketing\/\">Social proof marketing<\/a> includes testimonials, partner logos, trust badges, awards, and case studies featured on your landing page &#8211; anything to convince your target audience of your expertise, trustworthiness, and authority in your niche.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-21919\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2020\/10\/image3-10-1024x666.png\" alt=\"unbounce social proof\" width=\"1024\" height=\"666\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image3-10-1024x666.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image3-10-300x195.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image3-10-768x499.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/9\/2020\/10\/image3-10.png 1407w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Caption: Unbounce uses social proof on this landing page in the form of customer logos.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Summary<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Without a doubt, landing page testing is still important for optimizing the performance of your digital advertising campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a marketer, learning to construct thoughtful landing page variants and test them using content experiments can help you generate more leads and increase your <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/return-on-ad-spend\/\">return on ad spend (ROAS)<\/a>. Providing great landing page experiences will also increase your ad rank and reduce your CPC, further increasing campaign profitability.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hope this guide inspires you to prioritize landing page testing as part of your next <a href=\"https:\/\/directiveconsulting.com\/uk\/institute\/lessons\/create-google-search-campaign\/\">paid search<\/a> or email marketing campaign.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you wondering whether landing page testing is still important and how you can test your landing pages to increase<\/p>\n","protected":false},"author":6,"featured_media":21916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[39],"tags":[91],"class_list":["post-21915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-cro"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is Landing Page Testing Important? - Directive UK<\/title>\n<meta name=\"description\" content=\"Should you be spending time and energy into landing page testing? 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