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Company
> Newsletters
> Landing Page Testing, pg. 1 of 4
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"Can Crash Test
Dummies Improve Your PPC Marketing?"
General Motors understood the importance of testing.
Back in the 1970's, as the number of serious injury
accidents increased amid smaller more fuel-efficient vehicles, GM was forced to
find a cost-efficient way to develop safer vehicles.
Instead of waiting for the
dreaded fatality stats, General Motors developed the first "crash test
dummy" to proactively test various safety configurations.
Logically, it made sense to
minimize financial risk by testing production changes before committing to re-tooling the entire manufacturing.
Logically, it makes sense to
test your landing pages to minimize your financial risk by testing various
messages, images and design before committing all of your PPC budget to one landing
page.
Whether your web site is
designed for ecommerce or lead generation, why not be sure you're designing
the most productive pages by using your own crash test dummies?
Landing Page Testing To Become Mainstream
With Google's
upcoming public release of their free landing page testing technology for
AdWords (called Website Optimizer), along with 3rd party vendor solutions from
companies such as Vertster, Inc., there's no reason why landing page testing
should not be a key part of your online strategy.
The upside potential
to landing page testing can be dramatic improvements on your return on ad
spend. The downside is the additional account management time required to
design, measure and evaluate your tests. According to a recent study by the
e-tailing group, 33 percent of you already spend at least 21 hours per week
managing your PPC campaigns. With landing page testing, expect that number to
rise.
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