Landing Page Design & Testing
Below is a summary of Anvil’s landing page testing services.
What is Landing Page Testing?
In Internet marketing, a “landing page” is simply the page that a user first reaches after clicking on an advertisement. Although often disregarded or forgotten, well built landing pages are one of the most crucial elements of an integrated Internet marketing program, as they have both a direct and large impact on the achieved return on investment.
It’s important to keep in mind that landing pages are often the first experience a potential customer has with the company brand and therefore, building landing pages that are difficult to understand, lack calls to action, are poorly designed and have unclear messaging results in a poor user experience. This not only ruins the immediate conversion or sale, but leaves the potential customer with a negative perception of the brand throughout the rest of that user’s buying cycle. Because of this, it is so crucial to ensure that landing pages provide an exceptional user experience, and the way to ensure that landing pages accomplish this is through “landing page optimization.”
Anvil’s Landing Page Testing service includes a comprehensive audit of existing landing pages along with a benchmark assessment of top competitors. From this, Anvil creates a testing plan and outline of new landing pages, including page elements, assets and messaging. Tests include A/B and multivariate formats.
Landing Page Testing, Reporting & Analysis
In order to reap the greatest rewards with landing page testing, tests should be conducted on an ongoing basis. All new marketing campaigns should incorporate A/B testing. Additionally, any new marketing-related pages added should be beta tested, ensuring optimal performance. Anvil provides a testing plan for new campaigns and pages, along with a detailed summary, provided in the month-end reporting.
Landing Page Testing Services include:
- A/B testing or multivariate testing
- Sample wireframes or full development of new pages
- LiveBall or Google Website Optimizer testing platform
- Ongoing testing for all new marketing campaigns or web pages