50 landing page best practices

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50 Landing Page Best Practices

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50 of our most coveted landing page best strategies: from templates to testing, targeting, messaging, and more!

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Page 1: 50 Landing Page Best Practices

50 Landing Page Best Practices

Page 2: 50 Landing Page Best Practices

1. Not part of your website

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Page 3: 50 Landing Page Best Practices

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Website Landing page

• Browsing• Discovery

• Topic-focused• Designed for

conversion

Dedicated landing pages are designed specifically to drive conversions & ROI.

Page 4: 50 Landing Page Best Practices

2. Campaign Specific

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Page 5: 50 Landing Page Best Practices

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The best landing pages are targeted, specific & contextually relevant.

• Seductive design

• Highly relevant &

valuable

• Deeply engaging

• Generic content

• Poor targeting

• No value prop

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3. Traffic Source Specific

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Page 7: 50 Landing Page Best Practices

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Tailor experience to the needs of the visitor, based on their "traffic source" origination.

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4. Experience, not pages

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Page 9: 50 Landing Page Best Practices

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Think beyond the page to deliver amazing digital experiences to visitors.

• Progressive conversion

• Propels through funnel

• Personalized experience

• No imagery/no design

• No call-to-action

• Painful form

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5. Have a clear goal and strategy

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A solid methodology ensures your strategy is aligned with your goals.

• Discover: Conduct research &

information exchange

• Plan: Develop program plan & test

strategy

• Execute: Design & launch

conversion-focused experiences

• Analyze: Perform analysis, share

knowledge, plan next steps

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6. Grade and score visitors

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Grade A

Grade B

Grade C

All clicks are not created equal. User segmentation can help you identify your most profitable leads.

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7. Use real-time analytics

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Page 15: 50 Landing Page Best Practices

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Real-time analytics mean agile, test-and-learn capability.

• Traffic• Bounce rate• Conversion rate• Segmentation• Behavioral "tags" (what

people are clicking on)• Confidence intervals• Day parting• Geolocation

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"As soon as we get statistical significance on a test, we drive immediately to a champion in real time. On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. "

Real-time analytics mean agile, test-and-learn capability.

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8. Constantly test everything

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Page 18: 50 Landing Page Best Practices

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Radical redesigns & bold testing result in BIG lifts.

Radical innovation test wavesresults in

264% lift for Marian

University!

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A dedicated landing page lifts lead conversions 320% over website

320%

Radical redesigns & bold testing result in BIG lifts.

Page 20: 50 Landing Page Best Practices

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Iterative testing drives incremental lifts.

8%

Step indicators on form increase Dell's lead conversions 8%

Page 21: 50 Landing Page Best Practices

9. Integrated

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Page 22: 50 Landing Page Best Practices

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Great post-click experiences help you generate more value from your other marketing investments.

Page 23: 50 Landing Page Best Practices

10. Message Match

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Better message match is probably the single greatest tactical improvements you can make!

• Are you delivering on your promise?

• Are you maintaining visual continuity in your banner advertising?

• Do your words and phrases match pre- to post-click?

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11. Conversion focused

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A sharpened focus on your conversion goalcan lend to higher conversion rates.

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Testing a conversion-focused microsite against the Long Term Care product page increased leads 700%

700%

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12. Streamline the experience

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Don’t make your visitors jump through hoops! Eliminate any

unnecessary hurdles.

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• Device-optimized

• Clear message

• Intuitive design

• Finger-friendly

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13. Be user-centered

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A lot of thought goes into designing great user-centric interfaces for your visitors. What do your visitors want to see?

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ObserveBuild Challenge

Put your visitors in thedriver’s seat with real time testing.

Promote winningpage elements andeliminate potential obstacles.

Focus on what yourtarget audiencewants to accomplish.How can your page help to make thatpossible?

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14. A strong, clear call-to-action

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A strong call-to-action draws the attention of the visitor and clearly tells them how they can convert.

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Glance at your page and blur your eyes.

Can you distinguish your call-to-action from the rest of your content?

If not, strengthen it!

Page 33: 50 Landing Page Best Practices

15. Relevant, streamlined forms

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Internally-focused forms feel like work.

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Questions are obviously designed for the company to obtain additional information

LOTS of required fields is high barrier to form completion

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Content customized based on responses

Multi-step form guides user through quote process, providing relevant content along the way

User-focused forms feel easy to complete.

Step 1

Step 2

Step 3

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16. Clear value position

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Page 37: 50 Landing Page Best Practices

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Your value proposition answers the question "why should I buy from you instead of them?"

• Clear• Differentiated • Genuine • Supported

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17. Strong headlines matter

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Your headline may be the single most important element on your landing page. Test to find the type that works the best.

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Testimonial

Direct

Attention-grabbing Question

Offer-specific

Benefit-driven

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18. Differentiation

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Page 41: 50 Landing Page Best Practices

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• Hyper-targeted• Highly focused• Contextually relevant

Lead gen landing pages don't need to be "one size fits all"!

Page 42: 50 Landing Page Best Practices

19. Above the fold

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Keep your call-to-action above the fold.

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Don’t assume that visitors will scroll down and explore everything that your page has to offer.

The ‘Fold’: The point on your landing page where visitors must scroll down to see more

80% of time is spent 'above the fold'20% of time is spent 'below the fold'

If using a long page format, repeat your call-to-action (at least once) at the very bottom of the page.

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20. Visual, directional cues

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Page 45: 50 Landing Page Best Practices

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Good design can help lead visitors toward your conversion action.

Implicit directional cues are implied.

Ex. direction of gaze, color, visual weighting, repetition of color, shape and size.

See how the gecko’s body is angled to the conversion point and his eyes look at the call to action?

Explicit directional cues are obvious.

Ex. lines, arrows, curves, etc.

See how the arrows tells the user where to start?

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21. Remember to say thank you

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Page 47: 50 Landing Page Best Practices

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Thank you pages can create valuable post-conversion experiences.

Personally thank your visitors

Create next steps

Provide additional resources/value to continue engagement with your brand

Page 48: 50 Landing Page Best Practices

22. Benefit-driven copy

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Page 49: 50 Landing Page Best Practices

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Benefits almost always outperform product-focused copy!

28% • Make a list of your product features

• Then, determine how those features make your visitor's life or job easier!

• Transform your features into tangible benefits

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23. Keep your promises

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• Doesn’t fulfill on promise

• Too much content, too little focus

• No repetition of words/language from ad

Mismatch increases the odds that the user will land and then quickly leave.

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• Delivers on promise• Visual continuity• Highly specific

When the ad and the landing experience match, promises are kept.

Page 53: 50 Landing Page Best Practices

24. Trust is a must

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Use trust assurances to clearly communicate trustworthiness.

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Great use of social proof to communicate trust: customer logos, “global leader,” third-party trust assurances.

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25. Give good brand

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Page 56: 50 Landing Page Best Practices

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A brand is most important an emotional connection between a user and a product or

service.

• First impressions matter• Seductive design• Relevant and compelling

content• User-friendly across all

devices

Page 57: 50 Landing Page Best Practices

26. Timely

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Page 58: 50 Landing Page Best Practices

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Ensure your landing pages (and offers) are timely and relevant.

• Consider seasonality of offers and promotions, especially for retail

• Remove, change or update offers as they expire

• Agility in your marketing + disposable landing pages = timely campaigns

Page 59: 50 Landing Page Best Practices

27. Value button copy

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Page 60: 50 Landing Page Best Practices

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Test gain-focused or “value” buttons agains effort-focused buttons.

Gained-Focused or “Value” Button Copy

Effort-Focused Button Copy

GetViewEnjoy

DiscoverSeePlay

SubmitStart

ActivateLearnPayGo

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28. Meaningful segmentation

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Use segmentation to get to know your landing page visitors.

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Directional copy

Easy choice

Mutually exclusive

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29. Frictionless choices

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Avoid choice paralysis. Give intuitive, limited choices.

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A B 13%

Reducing choices from three to two options increased leads 13% for TimeTrade

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30. Don’t link away

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Page 66: 50 Landing Page Best Practices

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Remove distraction. Reduce the opportunity for visitors to leave without converting.

Many calls-to-action, distracting navigation, lots of friction.

Page 67: 50 Landing Page Best Practices

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Lots of great content to share?

Break it into digestible chunks across multiple pages

Page 68: 50 Landing Page Best Practices

31. Device optimized

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Page 69: 50 Landing Page Best Practices

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Whether you choose responsive or native, make sure your experiences are device-optimized.

Responsive design automatically optimizes for device

Native mobile landing pages are designed specifically for mobile devices

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32. Show your product

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Don’t be afraid to show your product!

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• For services, this may mean demonstrating results, offering case studies or testimonials

• Testimonials demonstrate real-world results & can communicate the relative value of an intangible

• Show in various formats: image galleries, video, interactive tours, etc.

Page 72: 50 Landing Page Best Practices

33. Context of use

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Page 73: 50 Landing Page Best Practices

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Context of use put the visitor in the driver's seat.

"Works the way you do"…video demonstrates product features

Shows product in the hands of the users

Page 74: 50 Landing Page Best Practices

34. Social proof

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Page 75: 50 Landing Page Best Practices

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Social proof is the influence of others in a social situation.

Testimonials provide user proof

Press coverage provides "expert" social proof

"Over 8 million singles…" = wisdom of the crowds

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35. Avoid information overload

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Page 77: 50 Landing Page Best Practices

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Adding content to a landing page can become a slippery slope. What starts as a simple page…

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...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.

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A focused page...

...tells the user what we want them to do and why.

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36. Spice it up

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Lead gen landing pages don't have to be boring!

• Seductive design• Highly relevant• Highly valuable• Deeply engaging

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37. High image quality

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Quality matters to your visitors. Use of high-quality imagery and fonts conveys a strong message about your brand and product.

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high quality+ accurately showcases products+ lends to credibility and confidence- increases page load time- not always optimal for mobile

reduced quality- can appear dated- negatively impacts first impressions+ loads fast (fewer bounces)

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38. Interactive content

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Page 85: 50 Landing Page Best Practices

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Find interesting ways to display important information. Test microsites, tabbed content and other types of interactive content.

Tabbed interface allows visitors to read content in a digestible format

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39. Incorporate keywords on PPC landing pages

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Page 87: 50 Landing Page Best Practices

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Incorporate the search terms that your visitors use to increase relevancy on landing pages.

• Improve message match• Increase relevancy• Improve quality score• Take it to the next level with

targeted imagery and content

Page 88: 50 Landing Page Best Practices

40. Design matters

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Page 89: 50 Landing Page Best Practices

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Radically re-imagine the user experience, focusing on intuitive, user-centered design that communicates value.

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41. Be strategic

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Planning is the single greatest influencer in testing success.

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• Start tests by aligning your landing page testing objectives with your overall marketing strategy

• Determine your desired outcome• Use testing to maximize revenue from

marketing expenses

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42. Methodically plan

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A well-designed roadmap will help you ensure you are on the path to success.

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Q1 Q2 Q3 Q4

PPC Campaign

Mobile PPC Campaign

SEO

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43. Wait for statistical confidence

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80%-99% statistical confidence is a best practice for A/B & multivariate testing.

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Monitor your landing pages for immediate campaign performance insights.

Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance.

Allocate your traffic to winning pages and reap the benefits of higher conversion rates.

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44. Be cyclical

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Testing is cyclical: it’s done in a wave pattern consisting of innovations and iterations.

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• Innovate by A/B testing contrasting landing pages:• Different templates, layouts

or styles• Interactive content• Image or text-heavy pages

• Iterate your champion by testing different combinations of page elements• Button styles, text, or

colors• Messaging• Form fields

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45. Use both A/B and MVT

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A/B to find big winners. Multivariate test to refine those winners.

A/B MVTJust getting started Ready to refine

Low volume of traffic High volume of traffic

Multi-page experiences Single landing page

Conversion lift, limited learning

Want to determine influence of page element

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46. Test BIG

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Experiment with BIG ideas to get big results.

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47. Avoid unproductive, ------------- -----unending tests

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Beware of the never-ending test!

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• Decide on a test duration (2-4 weeks, depending on traffic volume)• Stick to two or three alternatives in a test wave• Consider the traffic volume

• Higher volume, the faster you can reach significance• A/B best for low volume pages• MVT good for high volume pages

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48. Timing matters

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Say NO! to sequential testing.

• Isolate your tests to remove the possibility of confounding variables skewing your results and giving you bad data

• Only run real-time, parallel tests• Sequential testing is a no-no!

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49. Don’t stop

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Scale your program methodically and effectively.

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opportunity

conversion

optimization

• Determine areas of opportunity for testing

• Decide where to test• Decide what to test• Create your test plan• Run your test• Analyze your test• Gather insight, learning &

formulate the next hypothesis• Repeat!

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50. Landing pages should be ----- -----flexible and disposable

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Your website vs. Your landing pages

ExpensiveTime Intensive

High InvestmentInflexible

InexpensiveDisposable

Easy to TrashAgile

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We help brands create, test and optimize amazing landing pages.

90% of customers report positive ROI.

Find out more:http://www.ioninteractive.com

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Thank you!@[email protected]