Landing page testing is essential for improving conversion rates and enhancing user experience. Follow this step-by-step guide to set up and execute an effective testing process, from hypothesis development to implementation of winning variations.
1. Develop Your Hypothesis Using the “Where, What, How” Model
Begin by creating a clear and actionable hypothesis. Use the “Where, What, How” model to structure your hypothesis:
- Where: Identify the specific area of your landing page that needs improvement (e.g., headline, call-to-action, form).
- What: Specify the change you intend to make (e.g., changing the CTA button colour).
- How: Describe how you expect this change to affect user behaviour (e.g., increasing click-through rates).
Example:
- Where: The CTA button on the landing page.
- What: Change the button colour from blue to red.
- How: The red button will stand out more, resulting in a higher click-through rate.
2. Prioritise Your Hypotheses
Not all hypotheses are equal. Prioritise which tests to run first by considering the potential impact and the effort required:
- Impact: Evaluate how significantly the change might improve conversions.
- Effort: Assess the time, resources, and technical complexity involved.
Focus on low-effort, high-impact tests to secure quick wins. Use a simple impact-effort matrix to rank your hypotheses and decide on the testing order.
3. Set Up Your A/B Test
Once you have a prioritised hypothesis, set up an A/B test to compare two versions of your landing page:
- Create Variations: Develop two versions—Version A (the original) and Version B (the variation with your proposed change).
- Change One Element: Ensure that only one element differs between the two versions to isolate the effect of your change.
- Select a Testing Tool: Choose a platform such as Google Optimize, Optimizely, or AB Tasty to manage your test.
- Exclude Internal Traffic: Configure your test to exclude internal traffic to prevent skewing your data.
- Determine Test Duration: Run the test for at least two weeks to collect sufficient data, though this may vary based on your website’s traffic levels.
4. Analyse Test Results
After running your A/B test, carefully analyse the results:
- Collect Data: Review key metrics such as click-through rates, conversion rates, and user engagement.
- Determine Significance: Use statistical analysis to determine if the change produced a significant impact.
- Compare Variations: Assess how Version B performed compared to Version A and identify any trends or insights.
- Document Findings: Record the data, observations, and any unexpected outcomes for future reference.
5. Implement the Winning Variation
If the data supports your hypothesis, move forward with implementing the winning variation:
- Update the Landing Page: Apply the changes permanently on your website’s backend.
- Monitor Performance: Continue tracking performance metrics post-implementation to ensure sustained improvements.
- Communicate Results: Share the outcome with your team to promote transparency and collective learning.
6. Create a Continuous Cycle of Improvement
Landing page optimisation is an ongoing process. To maintain momentum:
- Document Every Step: Record each hypothesis, test setup, result analysis, and implementation decision. Detailed documentation serves as a roadmap for future testing.
- Promote Transparent Communication: Regularly update your team on testing progress and insights. This helps build a culture of continuous improvement.
- Iterate and Repeat: Constantly look for new opportunities to refine your landing page. Use insights from previous tests to inform new hypotheses and experiments.
Final Tips
- Plan Ahead: Outline a testing calendar to schedule regular reviews and tests.
- Be Patient: Allow sufficient time for tests to run and gather reliable data.
- Stay Flexible: Be prepared to adjust your hypothesis and testing methods based on feedback and new insights.
By following this structured approach, you can effectively test and optimise your landing page, leading to improved conversions and a better overall user experience. Happy testing!
