7 steps to improve your landing page conversion rate

To achieve the maximum conversion rate for your site, it’s essential to utilise landing page split tests. Partner Manager, Dave, explains how to get started in seven simple steps.

Landing page split tests allow you to run simultaneous experiments that measure the effectiveness of two or more versions of your landing page at converting users.

You can test various elements of your site to see which attract the best response. Split testing allows you to experiment with different imagery and/or phrasing to learn what works and what doesn’t work. With knowledge of how consumers are using your website, you can evolve it to help you achieve an optimal conversion rate.

You can split test your landing pages easily using Google Analytics; after you’ve carried out just one split test, make sure this becomes a regular part of your marketing strategy.

To get started with split testing in Google Analytics, you need to follow these simple steps:

1: Login to Google Analytics. You’ll then need to place a piece of tracking code in the code for all of the landing pages that you want to split test. Google Analytics will provide your code so they can generate the data you require to identify the most effective landing page. You can find the code under the “Tracking Info” section in Google Analytics, where it is automatically generated for you.

You should insert this code at the top of your landing page.pic 2crop

2: Next, you should create a standalone html file on your hosting. You’ll need to host this under the root domain and include your Google Analytics code too. Name the file “/experiments.html” to ensure it works seamlessly with your Google Analytics Goal (next step!). pic1

3: If this is your first experiment, you will need to create a ‘Goal’ in Google Analytics. You need to set up a Goal before you start testing so that you can track the success of each page. To do this, follow the steps below.

pic 5B(NB: You will be unable to verify the Goal at this stage, just ignore this section and select “Save Goal”)

4: At this point, you will need to send the URL of your experiments file to your Partner Manager. The URL should look similar to this example:

Your Partner Manager will then place your URL in the back-end of your site, this will ensure all conversions are tracked.

5: When you have contacted your Partner Manager, you’re ready to set up your experiment. Follow the steps below to do this.

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6: Now your Google Analytics experiment has been set up, you can monitor your results regularly. To access these results, you will need to visit the Behaviour/Experiment Tabs within the Google Analytics website.

7: If you begin to see patterns emerging, adjust your landing page to incorporate the changes from the most effective option. You should continuously strive to improve your site and use data analysis to optimise against any features that cause visitors to drop out. If you remove these blocks you will encourage more visitors to register and upgrade their membership.

If you would like more information on optimising your landing pages or have any issues when setting up your Google Analytics, please get in touch with the Partner Team today.

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