You and your competitor’s all have the same landing pages.  You have a hero shot of the product, a big call to action button and short, punchy copy.  Or maybe you’re already ahead of your competitors and have run a few tests on your page, picking up more conversions on the way.  In either situation, you’ll eventually hit a wall and struggle to get additional lift.  So how do you continue to improve?

Go for broke.  Try something you’ve never tried before.  It might end up being a total failure, but it also might give you the lift you want.

The gamble you make with optimization can end in 2 ways:

• You lose X amount of conversions over the week or two that the test is running
• You gain X amount of conversions for the effective lifetime of the page

The possible upside dwarfs the downside by a large margin and, either way, you learn something new and can optimize the next test more successfully based on what you learned.

Luckily, with skill and experience, the risks of testing are minimized, however beating a strong page is never easy or guaranteed.  But when you do find something new that works or see that your current page still is a champ, you can rest assured that you’re doing all you can to drive conversions.

I stumbled upon a great post from Andy Edmonds at Always Be Testing about ways testing can be used. Here’s the list he came up with:

Business Acceptance Testing

Example: You want to add yet another shortcut on the homepage for a new sub-audience. Use testing to validate you didn’t mess up the other functions of the homepage.

Value Estimation

That new search function is going to cost you X thousands of dollars. How long will it take to provide a positive return on investment.

Design Choice Determination

The boss thinks the logo should be purple. You don’t.

Customer Understanding

Multivariate methods are really valuable for this use case. Say you wanted to ask the question, “Is copy at the top of our product pages worthwhile? Or should we just drop it and get more products above the fold?” A multivariate test can let you vary the size & quality of the copy, along with other elements that push the product down the page, and assess the general impact of products higher on the page as well as the general impact of good copy.

Off the top of my head, I would change the definition for Customer Understanding though. You can learn more than something as specific as, “Should I put copy here or there or remove it?” Test different messaging by testing fear based versus lifestyle based content. It allows you to find out which messages really hit at home with your readers. Not only will that help you improve that page, but it will teach you why your users want your product or service in general.

In short, testing answers “Does this work or not?” Give the customer choices and let them do the hard work deciding what works best. Makes being a marketer easier doesn’t it?

Photo credit: e-magic via Flickr