How I Use Landing Page Split Testing to Find Untapped Marketing Potential [+ 12 Places to Start]
I’m a tinkerer at heart. As a content marketer, I can’t help it — there’s that perfect word hiding somewhere. That’s the mentality I bring to landing pages I create for companies, too.
You might love your page’s first iteration — just like how I love the first draft. But, you know it’s due for a rewrite. Landing page split testing helps you conduct an effective page rewrite by showing your page’s performance among your audience to improve conversions and user experience.
And yet, even though testing can bring a bevy of benefits, only 17% of marketers currently use split testing to increase their landing pages’ conversion rates. That’s a ton of wasted marketing potential.
So, let’s start from the top. What goes into a split test and what elements should you prioritize in your tests?
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As you go through the process of designing your landing page, you naturally want to make the best decisions for what goes on the page, where it goes, and why you put it there. Conducting split tests with your audience gives you a wealth of unique first-party data to make your case.
Regular split testing and page iteration is one of several landing page best practices worth your time.
Pro tip: If you don’t have a landing page to test yet, we can help you get started with our free landing page builder.
Why split test your landing pages?
Testing brings many benefits — let’s explore a few of the most critical ones. And, to help us do so, I chatted with Rachael Pilcher, B2B SaaS conversion copywriter at Mighty Fine Copy. She has spent the past eight years invested in landing page development and testing.
Improve conversion rates.
A landing page’s purpose is conversion. In a typical user flow, prospects arrive at landing pages via ads, and the landing page should convince them to take the next best action in the marketing journey.
Your testing’s primary goal should be to increase the number of users who take that next action. From her experience, Pilcher says that marketers can miss prime opportunities to tweak conversion on their landing pages.
“Landing pages tend to be the forgotten child in marketing campaigns,” she says.
“While everything else is optimized around them (ads, emails, etc), landing pages are often treated as a once-and-done asset — but even tiny changes on these pages can lead to a significant uplift in leads and sales. If you’re not testing, you’re potentially sitting on a gold mine.”
As a benchmark, our research shows the average landing page conversion rate across all industries is 5.89%. Use that figure …read more
Source:: HubSpot Blog
