A landing page is often the first thing visitors and customers see when they interact with your brand online. If they like what they see, they stick around. If they don’t, they leave.
Whether a landing page is used with mobile apps, social campaigns and/or on the web, it is the stage in the sales funnel most vulnerable to abandonment.
That’s why it is the easiest testing ground for optimization. It’s also the easiest way to squeeze the most ROI possible out of a campaign.
But that’s not the only reason to test landing pages. Landing pages are uniquely:
- Outside IT’s domain. Landing pages are easy to build, tear down and build again. There’s no waiting for development release cycles or procedures. You’ll be able to see faster results.
- Easier to test than other web pages. A website is full of pages with many different calls to action, navigation bars, and customer flows. Landing pages are stripped down and have one call to action, making it easy to isolate conversion variables and conduct tests.
- Quick proof of ROI. Landing page tests are quick wins, and once you prove the value of optimization, you can hone in on shopping carts or pages with more complex interactions. And by continuing to test, you’ll continue to increase conversion and see a revenue lift. You’ll quickly become a hero.
- Less political than home or product pages. Landing pages can usually be set up off the radar, perfect proving grounds for potential business value of testing and optimization.
- You can take chances and test new ideas. Landing pages can be a playground for testing bold new designs and fresh messaging, all in a controlled environment.
The new Webtrends white paper, Effective Landing Page Optimization: Best Practices to Lift Conversion, takes you step-by-step through testing a landing page, including which metrics are important. Go read it now and then start testing.