Primary Influencers in Landing Page Tests
Offer - The offer includes pricing, shipping and payment terms, product
benefits, and copy, including your call to action. Here are some items you may want to test:
- Discounted pricing - test dollars off versus percentage off pricing
- Free shipping
- Language in the call-to-action:
- "Buy now", "Order Now", "Download Now"
- Placement of guarantees
- Language in the sense-of-urgency claims:
- "Order by December 31st", "Quantities Limited"
- Size and placement of text
Creative - The creative involves the
page display including
images, headlines, formatting and use of bullets. Common creative items tested are:
- Placement of call-to-action
- Use of visual cues, such as arrows to guide the reader
- Use of text links versus buttons
- Use of different colors
- Testing different images, for example an image of product versus an image of
a customer using your product or
service
- Placement
of trust enhancers on the page
- Testimonials
- Privacy policy
- Trust marks
Messaging channel - The messaging channel
consists of the source and the message contained at that source that
generated the visit. Common sources include the various search engines, email
campaigns and printed collateral. It's important to recognize that the results
you get
from one channel should not be interpreted as representative of the performance
you'll get from all channels.
For instance, due to the differences in demographic makeup between typical
Google users and MSN users, you should not infer that test results involving
your visitors from Google will necessarily apply to MSN users.
The message displayed at that source is the other part of the messaging
channel. For the pay-per-click engines, the message is your ad title and
creative. Any differences in your ad titles or creative will also impact your test
results, so you'll want to figure these tests into your overall test plan.
Even differences in visitor behavior should be anticipated depending upon
whether your traffic originated from paid search or organic search ... even from
the same search engine.
The take-away here is to be sure to structure your tests to be able to
accurately measure your results based on the specific message channel driving
your customer's visit.
Make It Easy To Get Started
There are a variety of metrics within your web analytics solution that'll help
you identify which pages are the best candidates for testing.
Perhaps the best place to start is ->
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