Say you are running PPC campaigns and the numbers are not good (because you are keeping track right??). You then decide to create another landing page design and replace the old one without knowing exactly why it wasn’t performing as expected.
A/B TESTING PEOPLE!!! Wake up!
If you’re running any kind of landing pages then you should be A/B testing or multivariate testing. It is costing you money everytime someone clicks on your link right? Then you should be optimizing these landing pages as much as possible by testing, measuring, and testing again.
“It’s too expensive to do A/B testing or multivariate” you say, or that ”The last time we tried testing the test didn’t tell us anything. ”
Any kind of test that measures website traffic tells you something and “too expensive” is a horrible excuse for not trying to learn anything from the results. You cannot only track your site, PPC ads or visitor behavior. You must be doing all three, and on a regular basis if you hope to improve on past results driven by PPC campaigns.
It may cost you a little bit in terms of time bu you can do it for next to no money. If you are not doing any of these just go to the toilet put your cash into it and flush, because that’s what you’re doing anyways.
Are you are working with an agency or firm that’s handling your PPC campaigns? Or perhaps helping you market or design your site to improve the quality of traffic or increase your conversion rate? If they’re not urging you to test your pages then DROP THEM ASAP!
If you don’t know where people are dropping off your site or what your top content is then how do you expect to convert more or improve your site’s overall performance. You have to test then test again. Test your page against another page or test different elements on your page like a button vs. a link, or move a column from one side to the other and then send half your traffic to one page and the other half to the other and see which performs better. If you are not doing this then don’t expect things to get much better.
There are plenty of tools out there that can monitor your site and measure different aspects of it. Some you have to pay for and some are free (Google Analytics). Either way you go, it can only help and the more you know about how people are using your site, the better equipped you will be in supplying them with the content they are looking for – which in turn will lead to higher conversions or whatever it is you are trying to accomplish.
So if you’re not tracking your site or doing tests on landing pages we strongly advise that you start as soon as you can. The sooner you can start to optimize your site and its landing pages the sooner you will start to see results. And if your current company seems to be talking a whole other language than what has briefly been described above…it’s time you let us help you.
Photo credit onextrapixel.com