There are some in the conversion community who argue over the merits of various kinds of testing approaches and methodologies. While it's true that there are pros and cons to each of the techniques, the argument over which approach is best may intimidate the typical online marketer or website owner into thinking that landing page optimization is either too complicated or too time consuming. In reality, conversion improvements can often be made by combining a bit of brilliance with some inexpensive tools. Once you have a taste of success, you can then begin applying some testing to really amp up your efforts.
Thinking vs. Testing
Let's be clear about one thing up front: not everything should be tested. There likely are obvious things about your landing page that could immediately be changed without any testing at all and result in increased conversions. You can probably think of a few page elements right now that your gut is telling you to change, but you haven't gotten around to it. Many of my company's clients are in the same boat. They come to us knowing that they've been ignoring their landing pages for too long. One (or more) of these reasons may ring true for you:
Are you ready to roll up your sleeves and start improving your conversions? With no testing at all, here are several avenues you can pursue:
Upcoming Webinar: PPC Pause and Reflections for 2013
Thursday, December 12 - 2013 was a major turning point in search advertising. With Google's Enhanced Campaigns and Bing's innovative Smart Search capabilities in Windows 8.1, now is a great time to pause, reflect, and plan for the new year.
Webinar attendance is free. Sign up today!
Tim Ash is CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and software tools to improve conversion rates. SiteTuners' AttentionWizard.com visual attention prediction tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues. He has worked with Google, Facebook, American Express, CBS, Sony Music, Universal Studios, Verizon Wireless, Texas Instruments, and Coach.
Tim is a highly-regarded presenter at SES, eMetrics, PPC Summit, Affiliate Summit, PubCon, Affiliate Conference, and LeadsCon. He is the chairperson of ConversionConference.com, the first conference focused on improving online conversions. A columnist for several publications including ClickZ, he's host of the weekly Landing Page Optimization show and podcast on WebmasterRadio.fm. His columns can be found in the Search Engine Watch archive.
He received his B.S. and M.S. during his Ph.D. studies at UC San Diego. Tim is the author of the bestselling book, "Landing Page Optimization."
Connect with Tim on Google+.
December 12, 2013
1:00pm ET / 10:00am PT