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A Slight Increase in the Conversion Rate of Your Landing Page Can Make a Big Difference

November 23, 2015 Kathy Bryan

Here’s the good news: If you can boost your landing page conversion rate by any amount – no matter how small – you’ll achieve more conversions for less effort without having to change anything else on your campaign. Clearly, landing page performance strongly impacts your campaign results.

And now the bad news: Landing page optimization requires repeated A/B testing, which can be time consuming. To test properly and be confident in your results, you need to test one element at a time.

And a bit more good news: A/B testing can deliver immediate results. Every now and then, a tested change delivers impactful performance enhancements that immediately improve the results of your campaign.

We recently published best practices for landing page optimization. Click here to view them.

The Psychology of User Behavior

We all take actions for a reason. So the more you know about your target audience and why they behave the way they do, the more likely you’ll be able to design landing pages that encourage them to act in the manner you desire. Psychology models, such as the Fogg Behavior Model and Cialdini’s Six Principles of Influence, provide insight into visitor actions and how to influence them. Game dynamics can also be used to create a highly motivational user experience.

A Strategic Approach to Landing Page Optimization

Every element on a landing page can and should be tested, including copy, images, placement, color, font size and more. Let your intuition define your starting place and to order your tests, but rely only on results to determine the winner of every A/B test.

Here are some of the steps to get your A/B testing on the right track:

  1. Select a strong A/B testing software – some good choices include OptimizelyMaxymiser and Google Analytics Content Experiments
  2. Define your objective – make sure it’s one that supports the objective of your campaign
  3. Create a testing plan and schedule – test the things you believe will have the greatest performance impact first
  4. Create your variations – make sure you’re only testing one thing at a time
  5. Test, measure and optimize – conduct your test for at least 14 days, and then stop as soon as a winner can be declared (95% likelihood)

For more advice on landing page testing, read our best practices.

Sparkroom Can Create and Host Landing Pages for You

Managing and tracking all of your inquiry forms and landing page content is easy with Sparkroom performance marketing technology. Automatically integrated via APIs and a pixel engine, Sparkroom streamlines your campaign and landing page generation process by removing the need for development resources. All forms and landing pages are dynamic, and changes (like those you’ve identified through strategic A/B testing) can be quickly pushed out across every marketing channel. If you’d like to learn more about Sparkroom’s inquiry form and landing page solutions, click here to request a demo.

About the Author

Kathy Bryan

Kathy Bryan is the EVP, Head of Corporate Marketing at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the largest single entry point for marketers seeking scalable and reliable, martech-enabled digital media distribution.

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