Testing and Optimization

Optimizing Landing Pages – Why Testing Is Critical

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An optimized B2B landing page is one of the most critical elements of any Internet marketing campaign. Effective landing pages excel at attracting prospects, keeping their attention and converting them with a call to action.

With 93% of B2B buyers using search to begin their buying process, it’s key to optimize the landing page for search as well as for relevancy, consumption and conversion.

Developing a high-converting landing page requires testing to understand the right mix of features and content to achieve the intended results. No marketer can ensure optimal performance from a landing page without proper testing.

To this point, let’s consider the following reasons and areas to test when creating effective B2B landing pages:

    • Proof

Having proof is critical to forecasting sales revenues and it’s also critical to optimizing landing pages. Without proof that a particular version drives traffic and boosts conversion rates, marketers will find it difficult if not impossible to get the additional resources or funding they need for further development. Testing provides the proof marketers need to predict how a landing page will perform and what impact that imposes on lead generation.

    • Give customers a vote

Marketers not only need proof, they need a reliable source of that proof. As customers vote with their actions (or inactions), marketers can glean the data they need to add, change or remove elements on the landing page. When multiple versions of a landing page are tested, customer’s actions can dictate what converts, and that in turn will determine the changes needed to build an optimal page.

    • Elements to test

In order to determine which versions of a landing page convert and which don’t, several key elements require proper testing and adjustment. Getting the right elements in the right place can be the difference between a higher percentage of leads or lower conversions. These elements include the following:

      1. Headlines – Create a highly benefit focused, yet keyword rich headline
      2. Content – High quality and relevant to the objectives of the page
      3. Graphics – Use relevant graphics and ensure they are clickable
      4. Layout/Templates – HTML template with minimal distractions
      5. Bullet Points – Keep them short, and focused on benefits
      6. Call to Action – A form is best, but minimize required information
      7. Fulfillment – Email the white paper to ensure proper tracking and prospect email address
      8. Thank you page – Use a page that thanks the prospect and confirms their actions. Also use this for other relevant offers or to drive sign-ups to email newsletters, ‘likes’ in Facebook, etc.

Before B2B marketers consider publishing a landing page, they need to consider all the components required. Creating the right mix of relevancy, benefits and testing will give marketers the formula they need to build optimal landing pages. Check out Marketo’s Landing Page Optimization Cheat Sheet for quick tips on choosing which pages to optimize first, top metrics to use when measuring marketing ROI, basic components that aid in improving your conversion goals, and much more!