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Company
> Newsletters
> Landing Page Testing, pg. 2 of 4
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Understanding Testing Methodologies
Now before we start creating our own PPC crash test dummies,
let's get a good basic understanding of the available test
methodologies.
1. A/B - testing two versions of a page against each other. The
advantages of A/B testing are the relative quickness and ease of administering the test and
the fact that you're measuring the actual behaviors of your visitors;
A/B testing is very good at evaluating even minute differences in
performance.
However, you can only test one element at a time, and can't see how the interactions
of multiple elements work together to improve conversion or curtail response. Also be aware
that repeat visitors may not respond as well to your modified test page since
they may have grown accustomed to the look and feel of your original page.
In A/B testing, there are multiple scales of testing besides
the traditional 50/50 split test. If
you want to minimize the risk of losing business in a test, you can do a
variable rate test such as a 90/10 distribution, where 90% of the traffic is sent
to your control page and only 10% to the test page. In exchange you may have to
exercise a little more patience waiting for statistically significant results.
2. Multivariate - testing multiple
elements on one page. Multivariate tests are more flexible in that they allow you
to simultaneously test more than one combination of modified elements (e.g.,
headline, copy, image, etc.). Multivariate tests usually can determine the impact each
variable has on conversion alone and in combination with the other variables. These types of tests are more expensive, and
depending on the testing method used, may predict the winner based on complex
mathematical algorithms.
The 5 Rules of Successful Landing Page Tests
The ultimate success of your test is heavily influenced well before the first
visitor lands on your new page. Here's a list of items that increase the chances of
a successful test:
- Your
test goal should be a well-thought out process and in alignment with your overall marketing strategy. Be sure
not to get distracted by the power of testing. Creative testing takes
resources, and your hoped for long term results should easily generate a pay
back many times your cost.
- Ensure that your measurement strategy is done in advance,
including implementing the right measurement tools and processes, as well as defining
your success objectives and thresholds. If you're testing an ecommerce page,
ensure that your reporting will include product sales information. A test page
could convert a higher percentage of visitors to buyers, however generate
fewer sales dollars than the control page.
- Have a
clear understanding of potential test risks such as loss of revenue and down
pages due to technical issues.
- Landing page tests may cross over functional department
boundaries within your organization, so make sure you have management buy-in,
and you have efficient communication among all departments. There's nothing
more frustrating (or embarrassing) to your sales people than to take a call
from a prospect who has seen an offer unbeknownst to your sales people.
- Define the various role
responsibilities:
- "Owner" of the test or Administrator
- Creative design
- Technical implementation
- Tracking & Reporting
- Final Decision Making
What Should You Test?
There are three
primary influencers that impact the effectiveness of your landing pages: Your offer, creative, and
messaging channel. Generally, it's a good idea to not let any pre-conceived
notions or assumptions about your landing page define your testing strategy.
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