Optimize your landing page by creating a fluid user experience and on-going testing.
In response to your comments to my column, "Optimizing Your PPC Campaign Landing Pages," this column will examine in depth two hot topics:
Some readers highlighted the importance of ensuring that your ad creative aligns closely with your landing page, and that the overall user experience is fluid. Specifically, you want to ensure three things:
If this wasn't clear in part one of this column, I want to make it clear now: landing page optimization is not a one-time exercise. You must continually test and evaluate a variety of landing pages to find the optimal mix of elements and approaches. This will help you improve results over time by continually tweaking your page in such a way that maximizes conversions.
Everyone approaches landing page testing and optimization differently, but whatever approach you take, you want to be sure that you can isolate and test multiple variables to determine which elements are having the most impact. Here are some examples of testing you might undertake:
This process of testing and iterating is commonly referred to as A/B or multivariate testing.
Typically, you might start with more of a traditional A/B test - two landing pages served up equally, to see which one produces the most desirable conversion rates. From this test, you might learn that landing page B is working the best. But then you have to ask yourself "why?" That's where multivariate testing comes into play - you can then break down landing page B into its various elements and attempt to isolate each of these in a testing framework. So your second test might look like this:
This can help you identify which of the elements on your landing page is having the incremental impact on conversion rates. Does the header make the bigger difference, or is it the graphic treatment?
These two approaches will go far to help make your landing page efforts a success.
A special thanks to my readers for your great insight and comments - keep them coming!
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Julie is a member of the senior strategy team at Klick Health, focused on online media and digital. Julie initially established and led the media practice at Klick for several years, relinquishing leadership to expand beyond media into additional digital tactics. She brings a wealth of experience in search marketing, digital media, and all facets of digital strategy to bear, helping Klick's clients develop innovative digital solutions. As her role has evolved, so have her contributions to ClickZ, which she has been writing for since 2007.
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