We all know the golden rule of network marketing. Test, tweak, repeat. Testing is at the core of every successful, long term campaign. Here are some tips to get you started:
Landing Pages testing should be rational. Don’t be sucked into ‘magic formulas’ or other nonsense that tells you ‘having three bullet points’ is the answer, or that only certain colors will work. Every type of business is different, and will be trying to attract a different demographic, which will be made up of different people who react in different ways. You need to formulate your own approach.
Treat each section of your landing page – the headline, the body, the call to action and the testimonials – as a separate segment. Test within segments and track your progress so you can see where you lose your audience and when they start to commit. If you have your call to action buttons coded properly, you can find out if they are buying early, and pinpoint where your most compelling argument is!
Look at the context. Do certain color schemes test better at different times of year, or in different parts of the globe? Pay attention to outside variables that could be having an effect on your success. Red is a lucky color in China, but can make Americans feel on edge as here it is the color of warning. Sometimes you want to create a sense of urgency, but you don’t want to overdo it.
Be tactical. Identify winning tactics within a segment. You should test different offers, different pathways within the format of the landing method (one page, multi-steps or a micro site), and even simply different data collection requirements – for example, do they like giving their first name only with their email address, or do they prefer giving a first name and last initial?
Be strategic tests. Strategic tests can identify new audiences and subclasses of audiences that might be receptive to a more direct approach. With multi step methods, these can be easily identified and directed towards a specific plan or product.
By following these tips, you can make your landing pages more effective and grow your appeal to wider demographics.