Conversions are king. They are the undisputed #1 for any marketing experience. So naturally, every landing page should have a focus on converting each visitor. However, not all visitors will convert, and for those who don’t, the visitor experience is extremely important. After all, for these visitors, your goal is to have them revisit your page rather than your competitor’s.
Therefore, and as with conversions, it’s all about the user experience. This is a vital dimension of landing pages that is often neglected. Using multivariate testing will give you better insights on how to improve your overall user experiences within your landing page program.
Improve Visitor Experiences with Multivariate Testing
First impressions are important– When a visitor hits your landing page for the first time, you want to make the best first impression. Often times, many marketers might think they have a great landing page, but wonder why their time-on-page stats are in the basement.
To get those numbers up, evaluating various elements in a multivariate testing strategy is essential. Does your landing page design attract or repel visitors? How do you know? Test it: tweak a few elements such as your page colors, button colors, the placement of buttons and photos, and even the images themselves.
Cater to the platform – Even though you know you are not converting every user, be sure it’s easy for visitors to convert. This means you need to enhance the experience, on all platforms.
From a laptop to a smart phone, multivariate testing can perfect each environment for your visitors. Does the screen runoff for one platform, but not another? Create different iterations of pages to test on mobile, large screens and small screen visitors and deploy accordingly.
Make it easy to share – When you come upon a great visitor experience, you want others to know about it, right? This is important for landing pages, too. Even if a visitor doesn’t convert, give them an easy and fast way to share their thoughts or send your message to a lead that they are qualifying for you.
Here again, multivariate testing can play a key role in determining what scenarios to offer your visitors. For example, are the sharing buttons more readily utilized just above the fold or next to the rotating image with tagline?
Keep it relevant – One of the most annoying experiences visitors report involves clicking on a link, only to land on a page totally different from the initial message. From PPC ads to email marketing links, keep messaging consistent or risk losing visitors
Yes, again we find an important opportunity for multivariate testing! Look through your PPC ads and compare that message to the message of your landing page. Even if one element seems out-of-place, create different versions of the page and test them. Your visitors will let you know which page relates better to them, and your conversions will increase.
Yes, conversions are king and every landing page needs this focus. However, even for those not converting, be sure their visitor experience is the best it can be. Some will come back later, either to convert, to share your offering with their own followers, or both. Either way, these are all prime reasons for maintaining an effective multivariate testing strategy.
Are you guessing at what experiences will drive your most effective campaigns, or do you know?