It’s one of the hardest, most confusing parts of lead generation: Creating stellar landing pages and then testing and optimizing them.
- How do you know what’s working?
- How do you know what’s bringing you new leads?
- How can you optimize your landing pages to convert more visitors into high-quality contacts?
At Ariad Partners, we hear these types of questions all the time. It makes sense! Landing pages are one of the most advanced, yet most crucial components in any online marketing strategy. To help you get a better grasp on how to optimize your landing pages and perform the pivotal A/B tests, we’re offering a series over the next five weeks to guide you through the 5 step landing page process. But first, here’s an overview of what you will learn.
Define Your Goals and Metrics
Before you start any new campaign, you have to know what you’re trying to achieve. Defining clear goals will shape how you create and test your landing pages. The metrics that align with these goals will show you what’s working and where you could improve. Knowing what you’re looking for and how to measure success will save you time in the design and testing phases.
Design a Successful Landing Page
With your goals in mind, it’s time to design your landing page. Where do you start?
Designing a successful landing page is an art. You need to know where to put the headline, what information to give above the fold, where and how to place the call-to-action, and more. When each of these components align correctly, you get a landing page that’ll bring you the type of results you’re striving to achieve.
Measure Your Performance
You’ve just launched your new campaign. Congratulations! But the work is just getting started. Now, you need to measure what’s working. Is your landing page performing as well as you expected? What’s missing? Do you need more traffic? Higher conversions?
During the measurement stage, you’ll monitor the performance of your landing page and see how it stacks up to the goals outlined in step one.
Create a Hypothesis to Optimize Your Landing Page
Once you have enough data, it’s time to hypothesize what worked well and where you can improve your landing page. Based on the metrics you received after launching your campaign, where do you need to focus on improvement? If it’s conversions, you might want to test the copy or location of your call-to-action button. If you need more leads, you might want to tweak your messaging.
A/B Test Your Hypothesis
With a hypothesis in place, it’s time to perform the crucial A/B test. Test A is your original landing page and test B is the one with the change. Knowing how to make the changes so you get the best data during your A/B test will help you determine whether your hypothesis was correct. If so, you can continue the A/B test to optimize your landing page further. If your hypothesis was wrong, it’s back to the drawing board.
Landing pages are complex marketing pieces. Through this series, we’ll dig into each step showing you how to get the best results and the highest quality leads out of your campaigns. Are you with us? Subscribe to our blog to follow along. You won’t want to miss this!