Google just launched a tool that makes it easier for anyone to figure out what they can do to improve the performance of their landing page(s). This is good news for PPC advertisers. As click costs continue to rise, it’s really important that you convert as much of the traffic that you are paying for as possible. But before you jump head first into launching an experiment, here are a couple of tips to help you get started:
- If you’ve never conducted any type of testing before, don’t create a really complicated experiment. Limit your first test to two to three elements on your page (e.g. Title, Call to Action Button, Image).
- Make sure you allow enough time for statistically significant results. If your test page gets 10,000 visitors per day you’ll see real results much sooner than someone whose site only gets a couple hundred visitors per day.
- Don’t stop with landing page testing. There’s a lot of other “stuff” that isn’t directly on the landing page that has a huge impact on your bottom line as an advertiser. Be sure to evaluate other contributing factors such as campaigns, keyword grouping, offers, and your visitors’ intent.
It may take you several months to become a good strategic tester, but if you can get a highly tuned campaign showing performance improvements measured in multiples (this isn’t uncommon), its well worth your time.
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