1. WHICH LANDING PAGE SHOULD YOU OPTIMIZE?
Choose the simplest page possible, with the smallest amount of clutter and clearest call to action. The landing page should be the entry point of a highly focused sales path, without distractions to the conversion goal. There should be no excess baggage like ads, links or navigation bars so visitors have only two options: convert or leave.
2. WHAT METRICS SHOULD YOU MEASURE?
It’s important to boil things down to one metric. This metric should be revenue-related, so you can directly attribute a dollar amount to your testing. For most companies, this metric on the landing page is conversion rate, or click-through rate (page clicks divided by page visits). However, conversion can mean different
things to different people, and it’s important that everyone involved in the optimization project agrees on how the metrics are defined.
3. WHAT ARE YOUR BASELINE METRICS?
Before you begin testing, you should understand the status quo. What is your current daily average click-through rate? When you’re testing, a baseline control group lets you illustrate whether test variations are winning or losing against your existing normal state.
4. WHAT PAGE ELEMENTS SHOULD YOU TEST?
A customer’s interaction with a landing page is not always easy to measure. And it’s a quick interaction—a landing page has fewer than four seconds to capture the customer’s attention. You can start to glean an understanding of customer response by assessing where the focus on the page is vs. where the customer
is supposed to look. Honing in on this interaction can help inform what to test. Webtrends experts can help peel through the customer interaction layers to identify weak spots for testing.
5. WHAT DO YOU THINK WILL HAPPEN?
Developing a hypothesis is an important part of effective, scientific testing. Often a hypothesis will help flesh out if a test idea is fully sound and worth carrying through as an actual test.
Source : webtrends
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