Earlier this month we started down the path of “landing page strategy testing – is it worth it?“. Landing pages can be an extremely useful tactic to increase conversions in a campaign. Employing landing pages is typically utilized in paid search campaigns, internal conversion pages and more recently, email marketing campaigns.

This week I’ll continue the subject on landing page strategy and jump into the second step; Test Strategy – determining pages worth testing. Determine your target page for testing by working down the list in order of importance and priority of your defined goals.

Start with visitors who are already leads. These individuals are those who are in the “action-mode” and ready to convert (purchase/opt-in/download, etc). They have already begun the journey down your conversion path. Utilize your analytics (ex. Google analytics), ‘Goals’ (if set up) and the conversion funnels. The conversion funnel overview will provide insight into page attrition of the leads who area already in the conversion mood. By establishing KPI’s in the conversion path such as page attrition, will allow you to easily gauge any positive or negative impacts of visitors in the conversion path. This itself will speak volumes of where to begin testing and optimization.

Again, this may cover the conversion paths of your eStore checkout, or your opt-in page, or a paid search campaign. Whatever area you identify is most critical to the success of your goals, is the ideal place to start. (more…)