The SES Conference Series

Landing Page Optimization: Test, Analyze, Execute

The title says it all. Testing is an essential component of optimizing for better marketing performance and revenue. And no one drove home the point better than Chris Goward, Co-Founder and CEO of WiderFunnel Marketing Optimization and Noran El-Shinnawy, Director of Marketing for Onestop at their SESSF session, Landing Page Optimization: Test, Analyze, Execute.

First off, we were introduced to the LIFT model for landing page conversion which considers the five factors that affect the Value Proposition:

  • Relevance
  • Clarity (in image, copywriting etc)
  • Anxiety
  • Distraction
  • Urgency

I can’t do a better job of explaining it than they have, so check out the link above or the image below on how to make a value proposition fly.


What’s crucial to landing page optimizations is to develop a test hypothesis. For example, you might want to test how effective different call-to-actions like quotations or white papers are. Define goals and success metrics – are you looking for sales, conversion or traffic? Here’s a rundown of the six steps.

1. What to test

Headline: price, brand cta?
Benefits vs features
Call to action: research, evaluation , purchase
Dynamic data: price & urgency, inventory, geo info
Promotions: set %, seasonal, discount

2. Hypothesis

What is your hypothesis and what it is based on? You typically come to a conclusion by stating the question and possible answer, before determining your hypothesis.

Maybe you are trying to find out why people aren’t clicking. Maybe there’s no free trial offer. Maybe your hypothesis is adding “free trial” will increase clicks.

3. Identify variables

Know the differences between Variables vs Variations. Test for high impact rather than minuscule changes like colour etc.

4. Figure out testing tools and test

Decide on the length of your test – how long should it last? A tool you can use is Optimizely (Google, unfortunately, is not the best for this purpose)

5. Analysis & Result

Finally analyze the results to see what metrics improved or worsened. Determine what you will use findings for.

6. Optimisation

Optimize and determine your testing frequency.

Other recommendations by the optimization experts included:

  • Taking a landing page and slicing it up by elements, as well as prioritising segments.
  • Using A/B testing in lower traffic sites as you might not have significant stats with multivariate testing

Finally, some key points to consider before optimizing your landing pages are resources, priority and the impact of testing.

And that’s it! You’re now equipped with the basic knowledge to develop a hypothesis for landing page optimizations!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s