Use Landing Pages to A/B or Multivariate Test Elements on Your Site
When it comes to A/B and multivariate testing, there are two difficult questions:
- What should you test?
- How can you segment your audience?
Both of these can be answered with the creation of strategic landing pages.
Let’s tackle the first question.
What should you test?
If you already know what you want to test, then create two landing pages that differ only in terms of the elements you want to test.
The only hazard here is testing too many things at once. If you want to test more than one (1) thing, you’ll need a true multivariate solution.
We, not-so-surprisingly, have one that may be perfect: TUP Revenue Optimization.
If you don’t already know what you want to test, use data to find out what people are clicking on and what they are avoiding. It’s best to do this on landing pages.
Here’s a visual that shows what people are clicking on and what they aren’t.
You can compare current or past landing pages to see which elements of each are driving traffic.
This will show you not only which elements are working but also how those elements are styled (how they look).
With this information, you can create a few landing pages that incorporate and alter the elements that have proven to drive traffic.
The bounce rate and on-site behaviors associated with these landing pages will let you know what’s working and what’s not.
This perfectly segues to the next question.
How can you segment your audience?
Combine your A/B or multivariate testing with your digital campaigns.
Select the demographics on the advertising platform that you’d like to target and create two identical campaigns except for the links you embed.
Of course, you can compare these two campaigns in terms of bounce rates, but it’s better to compare revenue. If you don’t have Google Analytics set up to track revenue, we can help and provide a bit more as well. Here’s the TUP demo dashboard.
All in all, you have all the tools you need to A/B and multivariate test different elements on your site. It’s a matter of strategic planning and careful data collection.