Conversion optimisation is among the most popular topics in digital marketing today. The idea is that your website’s landing pages must be fine-tuned to catch the attention of potential customers; otherwise, you risk them leaving without any engagement. After all, research shows the human attention span is now lower than that of a goldfish, so it seems reasonable to focus on optimising your landing pages to gain as much attention as possible.
Split testing is a quickly growing method of “A-B” testing multiple versions of a website, page, or form by comparing user engagement with various fields, buttons, videos, and modules. The idea is that as you test multiple versions, the website admin can discard layouts which underperform while adding those that draw user attention.
Split testing is especially powerful when used on landing pages that are aimed at lead conversion. These landing pages are created with the intent to get users to fill out a form for future contact purposes.
Split Testing Landing Pages: Common Mistakes & How to Avoid Them
While this may seem like an easy trial-and-error approach to improving a website, there is so much that is overlooked when split testing landing pages. If you are looking to optimise your website for sales growth, be wary of some of the most common mistakes people make when split testing their landing pages:
1. Ending Tests Early
Seeing the results from your split testing can be very exciting. However, often out of excitement or impatience (or a mix of the two), web analytics tests are often ended in under a week and the resulting data insights are used in restructuring a landing page.
A month passes and, alas, your conversion rate has not changed despite your split testing “results”. Why?
If you are doing split testing on your landing page, you need to make sure your data is collected over an entire week.
If you start your test on Sunday, make sure it ends the following Sunday – no sooner. Days of the week, seasons, and so many variables can all affect your underlying traffic. Ending a test too soon can put you in an unfortunate situation with lacking data and false insights.
2. Lack of Analytics Tools
People often treat a new split testing tool subscription as the end-all-be-all of landing page conversion improvement. However, often these tools are only meant for small insights into user engagement behaviour. The true nitty-gritty details of how a landing page update may impact your website’s SEO and user engagement extends far beyond what most split testing tools have to offer.
Luckily, Google Analytics gives you access to these tools. The best part – you can import data from your split testing tool to continue building upon your research!
3. Developer-Client Disconnect
Perhaps the toughest part of split testing a website – you need to work with a developer to build it all for you. Unfortunately, this means there is more room for miscommunication and disconnect. Furthermore, the landing pages your developer chooses to build are based on his experience with split testing – you’re left in the dark on what will and won’t work.
Fortunately, tools such as LeadLabs allow users to build customised landing pages without the help of a developer. Essentially, this application gives website admins access to an intuitive landing page builder that empowers users to build landing page variations efficiently and easily. Furthermore, users can see pre-made templates that have strong landing page conversion rates that help remove the guessing work from building these pages. Best of all the Leadlabs tool Has Privacy by design meaning GDPR compliant data storage and sales funnel templates/guidance.
Landing pages are essential for gathering data on your leads, but they need to be engaging for visitors. If your company is looking to build a landing page for lead conversion, make sure you avoid some of the most common mistakes. These include improper testing time (i.e., ending tests far too early), a lack of analytical tools (split testing tools don’t give you everything), and finally, the unfortunate disconnects between you and the developers. LeadLabs has developed specialised tools to help solve this! Find out more!