If you have not yet put Google’s Website Optimizer to work, you are leaving money on the table. Website Optimizer allows you to test and track your landing pages to ensure you are getting the most out of your landing page design as well as your pay per click advertising campaign.
Website Optimizer allows you to test your landing page from the headline right down to the point of sale (POS), so you know exactly where the leaks are in the page to make the necessary improvements. The nice part is that you can test everything from the same location and if you are not technically savvy the help section is very user friendly and easy to follow. Once you are all set up you should use a landing page checklist to test the necessary elements of your landing page for optimum conversion science.
√ Test Your Page Headline
The headline of your landing page should contain keywords that you used in the PPC ad and should tell the visitor that they are on the right page. If you are using pay per click advertising the headline of your landing page is part of your overall Google Quality Score. The headline must follow through with what is promised in the ad the visitor clicked on to arrive on your page. You can also split test the same landing page with two different headlines to see which one produces the best results.
√ Test Landing Page Copy
The landing page copy delivers what was promised in the pay per click ad and the headline of the page. To write effective copy you must know your target market and some of the reasons for their search. The copy should clearly state the facts, benefits, and speak directly to your target audience. If you have two pages of copy you can use two different landing pages to see which copy produces the best result. This is also known as split testing copy.
√ Test Your Conversion Funnel
This technique is the method you use to funnel your visitors to the action you want them to take. Your page should be designed in a way that naturally leads your visitor to take action. If you fail to achieve this your visitors will leave at different points in your page. Website Optimizer will tell you exactly where your visitors are leaving the page so you can determine how to make improvements. If your visitors are not making it through your page they will never take the action you want them to take.
√ Test Your Forms
If the forms on your site where your visitor takes action are not working properly this could be costing you leads and even sales. Website Optimizer will help you keep tabs on how well your forms are working and if it is necessary to modify them if they are an opt-in form.
As a general rule, test your landing pages consistently and frequently and remember to make only one change at a time so you can determine what is working and what is not.
Debra Leitl is the Mentor in Residence at eMentormarketing.com you can find her on twitter @MentorMarketing. Her specialty is interactive marketing with a focus on ecommerce and online marketing strategy. She has over 15 years of professional work experience in retail business management, strategic management consulting, and new business development.
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