How to test your landing pages to improve conversion rates

Jeff Slutz
There’s an old saying that goes, “If you’re not testing, you’re not trying.” Ok, that’s not really true, but it should be. Testing is a crucial part of maximizing the success of your marketing, and nowhere is that more true than with your landing pages. So if you’re just getting started with testing, here are a few tips that we learned from a recent landing page test of our own.

1. Keep it simple.

Marketers are busy. You likely have a ton going on and not a ton of time to do it. So when it comes to testing, make it easy on yourself. In fact, some of the best tests come from things that take very little time and effort (think button language, a headline, etc.).
Case in point, this is a landing page where we’re asking visitors to request a demo of the Emma product. 
It wasn’t performing quite as well as we had hoped, so we did a little research and formed a hypothesis: Moving the form from the left to the right side of the page should improve conversion rates. After all, it’s natural for our eyes to move from left to right when reading or scanning…not simply stop on the first thing that we see on the left side of the screen.
The test is just that simple: Switch the form from the left (Version A) to the right (Version B) and monitor the results. We were able to get it up and running in virtually no time at all.

2. Give it enough time.

And guess what? It totally worked.
After the first week, conversion rates on Version B were 69% higher! That far exceeded our expectations, and it was tempting to call Version B the winner right away. But here’s the thing: You need a large enough sample size to make sure your results aren’t skewed. It would be silly to assume that a coin will land on heads every time just because it did the first 3 times you flipped it.
So we let it run, and the results came back down to earth a bit. After 3 weeks, Version B was holding steady and converting at a 15% higher clip than Version A. Those are still awesome results and proved our hypothesis, but they weren’t the astronomical ones we saw after just one week. Having that more reliable measurement is super important when it comes to setting expectation and monitoring page performance going forward.

3. Only test one thing at a time.

There’s a lot that we wanted to do with this page (change the headline, adjust the copy in the box next to the form, try a lighter color in that box, etc.), but we had to resist the temptation to change everything at once. If we overhauled the entire experience and tested the two pages, then we wouldn’t know exactly which change(s) impacted the results. By testing just the location of the form, we knew exactly what caused the uptick in conversions, could set a new baseline, and were able to confidently leave the form on the right side when testing future versions of the page.

About the Author

Jeff Slutz

Jeff is a senior content writer at Emma. When he’s not geeking out over email marketing, he enjoys jogging short distances, chowing down on Mom’s cooking, appreciating a beautiful jump shot, and telling anyone who listens how underrated Ohio is. Usually not at the same time.

Follow on Twitter
Previous Article
An inbox essential: the "thank you" email
An inbox essential: the "thank you" email

This time of year is all about showing gratitude to the ones you love... but have you considered doing the ...

Next Article
Anatomy of an Email: PetSmart
Anatomy of an Email: PetSmart

This time, we're putting the spotlight on PetSmart, a retailer that continually impresses us with their wor...

Want to engage your audience and grow your brand? Try Emma’s robust, easy-to-use product today.

Get a Demo