A landing page has one goal - a Call To Action. We growth marketers obsess over increasing conversion rates on our landing pages, and for good reason. Each optimization directly brings in more customers.
Analyzing your landing page for trouble spots that could affect conversions.
Based on the results, you get personalized practical and actionable suggestions on how to improve your landing page. Along with these suggestions, you get a prioritization, an estimate of how much it will help your page, and time it will take to fix.
Notice for my landing page, the top suggestion is to add social proof, which would potentially increase my score up to 5%.
Obviously, this is an automated analysis. It may not correlate to real results. The only way to know for sure is to put your page out in the real world and test it.
Split your visitors between 2 different versions of your landing page and measure which one performs better.
1. In Optimize, create a new experience and select A/B test.
2. Use your current landing page URL as the "A" page.
3. Create a Variant, and enter your test landing page URL for the "B" page.
4. Pick your conversion goal for what is a "win". Usually it is a form submission or button click.
5. Decide on how to split your traffic (50/50 for fast results, or 80/20 if you are worried about sending half of your traffic to an untested page).
6. Run the test and see the results start to come in!
Don't quit the experiment too soon. Wait for statistically signifiant results or you may end up with misleading conclusions and pick the wrong winner. The nice thing is that Google Optimize will tell you when you have enough data to make a decision on a winner.
Google support has more detailed instructions on how to use Optimize
Other A/B testing tools: Unbounce, Optimizely
Thank you so much for "landing" here with me today.
If you have a landing page you would like me to check out, send it my way or tweet at me.
Also, did you happen to notice from the Unbounce analysis in the MarTech Hunt section, my landing page could use some social proof? Let me know if you want to be featured with a testimonial or tweet.
Happy Scrappy Marketing!
Michele Hsu
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