Top 10 Powerful Testing Tools to Check a Landing Page

If you manage any of your Internet ventures with a specific goal in mind, you know the importance of landing pages. Getting email subscribers for your newsletters, traffic for your new blog, downloads for your ebook, or sales for your latest productivity hack courses – landing pages do it for you. But what makes some landing pages more successful at conversion than others?

Successful web entrepreneurs know that the secret of success with landing pages is – testing. Yes, with so many digital marketing tactics being tried out every day, and so many uncontrollable factors involved in how audiences interact with your landing pages, you can only rely on strong testing practices to know what works and do more of it. In this guide, we will cover 10 power-packed tools to help you check and test landing pages.

Google Analytics

Google Analytics

This is the cornerstone of all Internet-based analytics, with data fed to it directly from Google’s unimaginably vast pool of sources. Using Google Analytics is easy enough because there are detailed online tutorials available for all major functionalities it offers. For landing page A/B split testing, you will need to work with the Content Experiments feature. Here, you can create different split test page variants, and get advanced reporting for them. There’s no visual editor here, which is a bit of a letdown, but Google Analytics is free! You might also want to try the ‘Goals’ feature that lets you easily track business targets from your web assets.

Optimizely

Optimizely

For anybody ready to work with a paid split testing tool, Optimizely is a reasonable priced and feature rich option. With Optimizely, you can set up split tests for your landing page versions, and let the tool collect data and weave it into meaningful reports for you. Optimizely offers multivariate, split, and mobile testing, and showcases data in an easy-to-understand manner, so much so that you won’t even need basic data analytics knowledge to begin using it to maximum effect. The good part with Optimizely is that you can always upgrade and avail more advanced features as the data analytics and split testing requirements of your web brand increase. One downside is that you need to create passable landing pages on your own, as the tool doesn’t offer any support there. The easy and intuitive interface with a visual editor, however, makes it a sweet deal.

Visual Website Optimizer

Though pricey, Visual Website Optimizer is worth every penny you spend, courtesy the vast range of testing options it provides. A/B testing, advanced multivariate testing, Split URL testing conversion tracking, targeting, usability testing, and heat-maps and click-maps – that’s a whopping collection of testing functionalities. A great part of Visual Website Optimizer is that it offers you some pretty smart idea generation features that can help beginners think creatively about the kind of split tests they can carry out for their landing pages. If you anticipate quick growth in your web traffic, or already have substantial traffic (more than 1,000 visitors every month), it’s time you considered a wholesome testing suite such as Visual Website Optimizer.

Unbounce

Unbounce

The tools we discussed till now are a lot more than landing page testing tools, whereas Unbounce is focused on landing pages. With 80+ optimized pre-designed landing page templates, beginners are absolutely going to love this tool. All presets are engineered specifically to improve conversions. Of course, on top of that is the A/B testing interface of Unbounce. Plus, you get some basic metrics to interpret the split test data, along with peripheral tools in higher priced subscriptions. Unbounce has clear goal – help beginners create and split test conversion-optimized landing pages; it achieves its goals like a pro.

KISSmetrics

KISSmetrics

KISSmetrics is one of the leading testing tools available for digital marketers, offering insight on customer interaction with websites like no other tool. Its super flexible data reporting options make it a powerful analytics engine for all kinds of digital brands. KISSmetrics is also a lot about the human side of data and captures invaluable data and metrics related to the entire customer journey across web pages, websites, and platforms. With KISSmetrics, you can carry out advanced split testing for all your landing pages, and connect the data to real people. It’s also pretty easy to integrate with other software, and hence a favorite of digital marketers already aligned with the idea of automation tools.

A/Bingo

ABingo

This Ruby on Rails split testing framework is available as a plugin and can test behavioral differences across web pages using a single line of code. The analysis is fast, and it can make measurements for statistical significance across all kinds of tests. The A/B tests are defined in the code of the landing pages, and hence there’ no setup or configuration needed. With A/Bingo, you can create your own multivariate testing dashboard, or use the one it provides by default. The best part – it’s free tool.

CrazyEgg

CrazyEgg

Specializing in click tracking, CrazyEgg helps you make sense of user behavior when they visit their website and interact with your landing page. The tool is particularly recommended for marketers with a liking for easy to consume visual representations of data. CrazyEgg offers its analytics reports in 6 visually enriched formats, helping business owners understand how exactly visitors engage with their landing pages. It’s a pretty reasonably priced and simplistic entry level landing page testing tool for beginners.

Five Second Tests

Five Second Tests

This tool helps you understand as to what attracts the audiences about your landing pages in the first 5 seconds of their interaction with the page. Users control settings like the number of respondents needed for the test, apart from options such as click test, preference test, navigation flow test, etc. All you need to start is upload an image, set the test up, get the custom URL, and share it with test instructions. This is a pretty cool tool to use in conjugation with one of the more data-centric tools described above.

Convert Experiment

Convert Experiment

This tool brings together advanced multi-domain A/B testing and multivariate testing along with detailed reports to help you make sense of the massive data. Plus, there are JavaScript, CSS, and jQuery development tools in the package. Use easy style sheet editing for intuitive content experiments, in conjugation with the easy to use visual editor. You can test landing pages, product pages, and any other web pages using a JavaScript code snippet that allows for easy integration. In addition, you get complete test setting controls such as conversion tracking, test durations, traffic allocation, behavioral and segment tracking, automatic bounce measurements, and engagement evaluations.

Maxymiser

Convert Experiment

Pretty much like the Convert Experiment tool we discussed above, Maxymiser lets you easily set up basic split tests or advanced multivariate tests for landing pages. The visual editor is breezy to work with and helps you create tests on the fly. A superb feature is that it lets you remove poor performing variables from your testing scope and brings in powerful insights that can be applied to segmentation of audiences. It uses your CRM data to create unique personalities for each website visitor. This one’s for digital marketers looking for advanced landing page testing.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

5 Timeless Landing Page Optimization Tips

Landing page optimization is important for organic, paid and mobile search. Here are some tips that will pretty much always be relevant for optimizing a landing page:

1) Think fast: Is your landing page loading fast enough? A slow loading page/site can deter potential customers from returning to your site. Use tools like Google’s PageSpeed Insights and Mobitest to see the improvements you can make.

2) Add user-generated content: Testimonials are an easy way to add an element of trust and reliability. Check out some more ways to earn visitors’ trust.

3) Easy to find contact information: Having prominent, easy to read numbers and click-to-call options is a must-have, especially for mobile landing pages. A Google study in 2011 shows that 61% of mobile users call after a local business search. This also means having short and easy to fill out contact forms.

4) Test everything: A/B testing, in-page analytics, eye tracking studies, surveys, and even focus groups. There are many different ways (for different budgets) to test the effectiveness of a landing page. It’s crucial to update landing pages and look for ways to make them better.

5) Don’t over promise – This doesn’t necessarily mean lying but the content needs to have a clear focus. When customers click and land, they should get what you’ve promised. Having a clear call to action with related headings, sub headings and bullet points make it easy for customers to find what they’re looking for and will likely increase their on page time and even encourage them to make the conversion.

Related articles:
Optimizing PPC Landing Pages: Maintaining Scent
10 Foolproof Ways to Earn Your Landing Page Visitors’ Trust
101 Landing Page Optimization Tips

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Tracking Site Speed for Landing Page Optimization

load time

Did you know that Google Analytics gives you insight on Site Speed? Pay per click marketing is all about effective landing page optimization and this feature can help tremendously with understanding how to improve your PPC campaigns.

While we’re all so concerned about the type of content and calls to action on landing pages (and rightfully so), it’s also important to consider the role that page load time plays into your PPC campaign’s success. In the end, this will affect the user experience so that they stay or bounce away.

Looking at Site Speed data will help you get a better understanding of how page load times can affect quality score. These reports will have a thorough breakdown of what your slowest loading pages are. You’ll also be able to see the types of browser and internet connection your visitors have. If most of your visitors are using Internet Explorer 3 on 56K dial-up, that could be an issue. The best thing about having this information at your fingertips is that it gives you an opportunity to fix problems and create faster loading landing pages that are helpful to your visitors.

If you’ve used the Site Speed report before, what do you think?

To learn more about adding this tracking feature to your site(s) check out this article from Google.
*Remember, this tracking snippet goes in BEFORE the </head> portion of your code.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.