Do you want to save money, improve ROI, and run successful ads? Of course you do! One of the best ways to do this is to optimize your landing pages for conversions. And the best way to do that is through testing.
By spending just a few minutes digging through your Google Analytics data, you can discover where traffic in your conversion funnel is dropping off. Key metrics to look at include:
Once you know what pages to focus on, you can look at the messaging and design elements on those individual pages in order to see where users could be getting tripped up.
Here are a few questions to ask yourself:
Your ads should not be above scrutiny.
If there is a keyword or ad that’s driving significant traffic to your landing pages, it’s important to make sure the language on your landing page matches that of your ad. (Of course, you can’t always do this, so focus on the ads that drive significant traffic, and tighten up your messaging so that you conform to user expectation.)
Before you make any onsite changes, formulate a hypothesis as to what could be wrong with your landing page. This will help you to decide what to test.
Here a few examples of possible hypotheses:
Create other versions of your page that include changes that address the hypothesis you’ve created.
Then, begin A/B testing in order to see if your hypothesis holds water.
Repeat this process over and over again, each time acting upon a hypothesis, evaluating your results, and making changes accordingly. With each change, you should be tightening the sales funnel and incrementally improving conversions.
Of course, there are many opportunities to discover what your users want, and need, from your website / landing pages. The more you know, the better you can optimize your pages for conversion.