Test Your Landing Pages

MoreVisibility - October 1, 2007

The average e-commerce site conversion rate is typically between 1-3%.  On the other hand, for a lead generation site, an average conversion rate is 10-12%. Attracting traffic to your website may not be that difficult, however, the tricky part is converting that traffic.   The key to more conversions is the design and usability of your landing page.

Many companies can increase their conversions by experimenting with the landing pages that they are using to get their visitors to convert.  Google recently came out with Website Optimizer, which helps online marketers increase visitor conversion rates and overall visitor satisfaction by continually testing different combinations of site content.  Site content includes the headline, offer, lead, benefits, images, and the overall look and feel of your site. 

Some of the testing methods used are A/B testing and multivariate testing.  A/B split testing compares the performance of entirely different versions of a page, normally changing just one element at a time.  Multivariate testing compares the performance of content variations in multiple locations on a page, allowing you to test many changes simultaneously.

A/B split testing can be used to:

• Determine whether the basic elements of your page are performing well.
• Uderstand visitor behavior and priorities when visiting your site.
• Solve specific problems that you may have with your website.

Multivariate testing is a step ahead of A/B testing and can be used to:

• Immediately improve page performance.
• Accelerate the learning curve.
• Opens the door for breakthrough ideas.

Are you testing your landing pages?