What Should You Split Test on PPC Landing Pages?
It’s a common knowledge that split testing on landing page is something essential when it comes to increase your conversion rate with PPC campaigns, here is a list of different elements of landing page/website which you should probably test so that you can understand what speaks better for your target audience.
Headline:
- Size, Color, Font
- Copy (keywords)
- Location on the page
- Sub-headline (Y/N)
Call-To-Action:
- Location on the page
- Copy on the button
- Color of the button
Copy:
- Format (Bullet points/Paragraphs)
- Structure
- Marketing tone (Emotional, Sales, Urgency…)
Form/Shopping Cart:
- Length of form
- Link location
- Content (required fields and such)
Trust Symbols:
- Trust logos (authority sites, brands…)
- Client logos
- Testimonials
- Case studies
And Many Others…
- Flash/Image/Audio/Video on landing page
- Colors on landing page
- Drop down/Standard navigation
- Contact forms
- Promos/Offers
- Featured products
- Conversion funnel (single/multi steps)
Mindset before split testing…
Determine what you’d like to achieve:
- Conversion action
- Discover your user’s intentions
Understand your value proposition:
- Product benefits
- Benefit of signing up now
Arrange your Testing strategy:
- What to test on each stage?
- What’s the purpose of each stage?
Split testing is something every marketer should be doing if they promote products/offers via landing page, especially in today’s economy. It’s a little complicated but will help you a lot when marketing with paid traffic, a small change makes huge difference sometimes.
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