A landing page, also known as a destination page, is a specially designed webpage for a website visitor to come to after clicking on a result from a search engine.
In order to make your landing pages more effective, you need to do testing and there are two different kinds of testing that you can do, A/B Testing and Multivariate Testing.
A/B landing page testing is where you randomly show visitors two different versions of the landing page and test out which results are better for your goals. It could be as simple as changing the color of a button or the location of that button.
In a recent episode of Edge of the Web Radio, we talked about an easy tool you could use called Optimizely that you could incorporate into your website for easy A/B testing. Optimizely is a very neat tool and is very easy to use!
Multivariate landing page testing is a type of testing that varies and tests more than one or two campaign elements at a time to determine the best performing elements and combinations.
Depending on your conversion goals, make sure that you are doing landing page testing on your website. For a few helpful tips, click on the links above and check out the infographic below that was released by Invesp.
Also, in another episode of Edge of the Web, we spent a segment of some key elements that need to be included on your landing pages. In the video we talked about 10 tweaks you can do to a landing page to make them more converting.