Growing up, many of our parents told us not judge a book by its cover. In the year 2016, it might be more appropriate to start saying “don’t judge a website by its landing page.” Consumers, however, probably won’t be so forgiving when they come across a website. This brings us to another parental adage we take seriously at Resolute: you won’t get a second chance at a first impression.
Your landing page is the consumer’s first impression—having it optimized is the difference between a bounce and generating a conversion. A landing page is the webpage displayed when a potential customer clicks on a search engine result link or an advertisement. The goal of landing page optimization is to build the page that best engages your target audience so you can drive more leads from paid search, and ultimately increase return on investment. The goal is to figure out what works and which features lead to conversions.
The most tried and tested methods of landing page optimization are experimentation-based. Specifically, they are A/B testing and multivariate testing.
A/B testing is method for testing multiple versions of a website: version “A,” version “B,” and so on. The goal is to test multiple versions of webpages (e.g. landing on the homepage vs. landing on a product page), or one specific variable that has been changed in the versions (e.g. having the search bar at the top of the page vs. at the bottom of the page). By comparing the results of the different versions, you can see which landing page variables are optimal. A/B testing requires only the existing resources and tools in use, and does not require additional statistical analysis.
Multivariate testing, on the other hand, accounts for multiple variations of visual elements on a page. Titles and headings, images and graphics, background colors and company logos are all factors that, however slightly, contribute to a consumer’s decision making process. Multivariate testing utilizes rigorous statistical analysis to determine the impact of the individual components on the target measurement: conversions.
Closely related to optimization is personalization. Your customers expect experiences to be tailored to their wants and needs whenever they interact with you. Personalization refers to the marketing strategy of leveraging data analysis and digital technology to provide individualized messages and product offerings to current or prospective customers. Using personalization, a clothing website, for example, might display new shoe styles to visitors that previously browsed shoes, and display new jackets and scarves to people living in cold weather environments.
Personalization and optimized landing pages will engage customers and give them a more compelling experience—see bounce rates go down, and time on site go up. Without the proper tools and guidance, the two can be difficult. Luckily, here at Resolute, we have partnered up with companies that specialize in the services to make your marketing experience easier.