Paid Search: Common Landing Page Test Types

Transcript:
Hey folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We’re going to talk about common landing page test types. Now, why even test landing pages? What we’re talking about is trying to get the conversion rate up on our pages. More conversion equals more money in the bank, which is what we’re looking for in online marketing.

So, what are the common landing page test types? The two most common are split testing and multi-variant testing. I’m going to get deep into split testing right now and save multi-variant testing for a later video.

In a split test, you have two or more versions of a particular landing page. When you’re initially starting out with a new campaign or a new test you want to make sure that these different variations are as different as possible, as they can be from one another. You really want to go as far out as you can with different ideas. So brainstorm and think of some really cool stuff, but when you put them out there, what you’re going to do is run half the traffic through each lander.

One of those is going to produce results that are better than the others. Again, you need to be tracking this stuff and have the proper analytics in place. At the end of the day, one is going to work better than the other. From that point on, that becomes your control. Then if you want to continue to do more split tests, you bring in more variations. Does this control continue to win? Who knows, you’ve got to do the tests.

Thanks for spending some time with me today. Again, my name is Charles Lumpkin. You can find more of me at CharlesLumpkin.com. Thank you.

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