Landing Page Design and Multivariate Testing
Research shows that you have less than 10 seconds to convince a visitor to stay when they hit your page. If your landing page is not compelling, then you are losing revenue with every click to your site. You've got to grab them by the eyeballs and engage hearts and minds with the right combination of messaging, images, credibility, incentives, and call-to-action. The sum becomes greater than the parts.
Trendara can rapidly deploy improvements to your landing pages based on best-practices culled from hundreds of landing page optimization tests we have performed. You can implement our recommended changes and start seeing improved conversion performance (profits) right away.
Our usability and conversion experts will evaluate your existing website or landing pages on:
- Desired conversion actions & their associated lifetime values
- Intent clustering
- Information architecture
- Persuasion architecture
- Key task analysis and usability
- Sources of friction or anxiety
- Branding / look-and-feel consistency
- Page layout and design
- Credibility and trust indicators
- Testimonials and other "social proof"
- Incentives
- Price points and offer structure
- Expectation setting
- Calls to action
A heuristic formula that guides us in landing page evaluation and design (as developed by Dr. Flint McLaughlin at MarketingExperiments.com) is C = 4m + 3v + 2(i-f) - 2a
Conversion (C) equals 4 times the motivation (m) of the prospect, plus 3 times the perceived value (v) of the offer, plus 2 times the perceived value of the incentive (i), minus any friction (f) elements of the interface , minus 2 times the anxiety (a) the prospect may experience in deciding to perform the desired action.
We would be happy to apply this formula in a free telephone review and discussion of your existing landing pages, and how you might benefit from b2b lead nurturing and marketing automation. Call our offices at (800) 796-1388 for your free consultation.
Multivariate testing and conversion optimization
A/B split testing, multivariate testing, Taguchi, Google Website Optimizer, Offermatica, Vertster — you may be familiar with some of these tools and techniques.
The process of testing your landing pages involves:
- creating many different variations of a single web page
- measuring which combinations are most successful at driving the desired action
The deployment of our preferred tools gives us the ability to design and test variations, but what's most crucial is knowing exactly WHAT to test in order to achieve a statistically significant conversion lift as quickly as possible. There are a lot of ways to do it wrong. Trendara gets it right, and we can prove it
to you.
The upshot: Even a very small improvement in the customer experience can result in tens of thousands of dollars in increased monthly revenue. Testing b2b lead generation strategies is really where the rubber hits the road. It is where we put our reputation on the line and let the results prove out our recommendations.
Interested in getting a professional opinion on your landing pages?
