Landing page tests can be a powerful tool for driving more traffic, increasing conversions, and generating more leads. But when done wrong, they can also be a costly waste of time. So how do you ensure that your landing page tests are done right? Read on to discover the five rules of landing page testing.
Rule #1: Make Sure You Have Enough Traffic
When it comes to testing, one of the most important things to keep in mind is that you need enough traffic for accurate results. Without sufficient traffic, your data will be too sparse to draw any meaningful conclusions from your test. It's important to take into account both the total number of visitors and the number of visitors who actually convert (i.e., complete your desired goal). For example, if you have a small website with only 500 visitors per day but 100 of them convert, then that's probably enough traffic to get useful data from your test.
Rule #2: Test One Change at a Time on the Landing Page
Another common mistake when running tests is trying to test multiple changes at once. This can lead to confusion because it's impossible to tell which change was responsible for the result (positive or negative). To get accurate results from your tests, make sure that each test only focuses on one change so you know exactly what effect it had on conversions.
Rule #3: Test Incrementally
It's also important not to jump straight into big changes with your landing page tests. Instead, start by making small tweaks and adjustments—such as changing colors or font sizes—and gradually increase the magnitude of your changes over time until you reach bigger changes like completely redesigning elements or adding new features. This will help you understand how each individual change affects user behavior before moving on to bigger ones.
Rule #4: Use Statistical Significance Tests
Even if you're following all of these rules, there is still always a chance that the results of your test are due purely to chance rather than any real differences in user behavior—for example, if one version of the landing page happened to get more clicks purely by accident due to randomness in user behavior rather than any actual difference in design or content. To avoid this problem, use statistical significance tests such as A/B testing tools like Optimizely or Google Analytics Experiments to make sure that any differences between versions are statistically significant and not just due to random chance.
Rule #5: Monitor Your Results Over Time
Finally, don't forget about monitoring your results over time after running a test! You may find that certain changes have an immediate impact on conversions but no long-term effect—or vice versa—so it's important to check back regularly after running a test and adjust accordingly if necessary.
Landing page testing can be an invaluable tool for optimizing conversion rates and driving more leads and sales for businesses online—but only if done correctly! Following these five rules should help ensure that your landing page tests are successful and yield helpful insights into what works best with users on your website or app. Good luck!