When you have a word with conversion experts, each of them would be chanting ‘testing’ as one of the most essential strategy. Despite calling testing a monotonous experience, it is a strategy that aims at bringing high conversion rates. However, the complexity in this case is that the results achieved from testing are hard and slow to witness. Still, for getting desired raise in conversions, reliability upon testing is essential. To make the testing process stress free yet something that manages to bring in conversions, one needs to follow a well planned testing strategy. Here are the top mistakes that we believe one should avoid while performing landing page testing.
Reason #1: Absence of A/B testing
A/B testing is utterly helpful in evaluating the performance of a single web page based upon variations in each page. This is a plus point as it lets an individual test the different pages to figure out which page manages to deliver better conversion. The name A/B testing suggests that there are two versions A and B for a single web page, each of which is evaluated to see which one leads to better conversions.
The process is easy to kick start with, yet most of the designers and developers actually do not implement A/B testing for evaluating the results when creating landing pages. Not implementing A/B testing because of the notion that it seems complicated and might consume some extra time, is a mistake. Let us consider the example of Optimizely. The website seems to have experienced nearly 3–5 percentage points of improvement in conversion, that too just by altering the color of “buy now” button.
Reason #2: Occasional Testing
Testing your website from time to time is a must or say a cliché associated with the website. The only way to come up with a website that delivers successful conversions is to test all the possibilities. However, testing at rare times would do no wonders. You will need to ensure that you perform thorough testing over the website more often. You can incorporate these two testing essentials in your existing schedule.
Firstly, you will need to test your landing page at same intervals each year. In case, you wish to test the website for a particular period of year, you can always compare the present testing results, with the results achieved during the same period in the previous year. Based upon the frequency of testing, you are liable to avail results, so more the testing you do, better would be the results.
Reason #3: Testing Once & Then Stopping
When you indulge in irregular testing, you are prone to get uncertain results. Testing without setting a window would ultimately lead to inaccurate results. So, you cannot rely upon a single test for delivering you actionable metrics as results.
Consider the case where you perform testing for the first time and you are offered metrics that you need to change for better performance. Once the changes are done, the next thing that you need to do is to test the changes once again. Without testing once again, you would not be able to know if your test has actually offered desired results. No matter if you are planning to launch a new application, product or publishing a press release, you need to test the results and then go ahead.
Reason #4: Are you only testing the obvious
Are you confining your testing responsibilities till evaluating and testing only the much-obvious things? For instance, testing for a different call to action such as “Free Sample Download!” vs “Download Sample Now!”. Other example would be testing for a different headline and testing for a long vs. short copy. There is no harm in testing the major attributes but for developing that little extra edge over others, you will have to test the ‘not-so’ obvious elements. You can hence, observe the non- intuitive features and enhance them accordingly.
Have a look at the landing page example below that was tested yet is so long. This because the testers tested only the prominent attributes like title and heading and instead forgot to focus upon length. The length was ultimately shortened through the use of a light box. This is how the website looks before and after.