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Landing page testing and optimisation has really started to pick up over the past six months and with more and more advertisers conducting tests, the more difficult it becomes for those of you who are not.
If three of your main competitors are frequently conducting tests, they will be collating extremely valuable data on how visitors react to their web page design.
Testing elements of landing pages is now playing a fundamental part of increasing a website’s conversion rate. There are a number of key elements on a page which warrant testing to find out what works for your customers and what doesn’t. How do you know unless you test?
The idea for this blog post came about when I was looking around the web for elements that I could test within a web page. There are lots of sources out there giving us ideas, so I thought a summary of my findings would benefit all.
Page Structure Tests
Page structure tests involve changing a key element on the page to differ completely from the original.
Main Headline Tests
People respond differently to the way a headline on a page is written, some respond to capitalisation, some respond to numerical statistics etc
We all worry about what a page looks like. Would you be surprised that some of the more plain web pages convert better? Testing colours and font styles have been known to drive significant increases in a websites conversion rate.
The BBC News website posted an article which really brings home how much first impressions count on the web.
For more information on our Landing Page and Form Testing service, contact Koozai today.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.