I know how it feels to not finish a landing page optimization (LPO) project. A couple of years ago I started running my own business as an Internet marketing consultant and was tasked with optimizing several SEO landing pages for a client. I told them I would, but as I started the project I realized fairly quickly that I simply didn’t have the know-how or the resources to follow through. Eventually I had to tell them I couldn’t do it. That was a rough day.
The only reason I can admit this publicly today is because I know I’m not alone. According to Boris Grinkot’s new LPO Benchmark Report, about half of all LPO projects undertaken are abandoned before the optimized page goes live.
So where does that leave you?
Chances are fairly good that you’ve either not started or not finished an LPO project of your own. Maybe it’s because you don’t know how to do LPO. Maybe it’s because you don’t have the resources. Whatever the reason, I’m assuming you want to have a successful LPO project under your belt or you wouldn’t have read this far.
Knowing that, I’ve put together this little list of resources to help you get your LPO projects done:
Landing Page Optimization Methodology:
Because the first thing you need is the knowledge to get started with LPO, this first category of resources consists mainly of articles and tutorials that teach you how to go about it:
Once you’ve learned the basic methodology for LPO, it’s time to dive into your data. The first step to fixing your landing pages is knowing where they’re underperforming. These resources will help you do just that:
[Note: We haven’t updated a lot of our content on metrics in a while. Some of these are fairly old. While there are certainly a number of transferable principles, be wary of any platform-specific suggestions as those tools have likely changed over the years]
Now comes the fun part. You know the methodology, you’ve taken a look at your data, now it’s time to run the tests. From getting budget for LPO to the nitty-gritty of the tests themselves, here’s some resources to help you do it.
It’s important to note at this point that MarketingExperiments doesn’t endorse one piece of testing software over another. When it comes down to it, different tools work in different situations for different companies. That said, it wouldn’t be very helpful if we didn’t at least point you to some of the more popular solutions:
Validating your test results is one of the most important yet often overlooked aspects of LPO. At MarketingExperiments, we usually don’t consider a test reliable unless we have a level of confidence of at least 95%. If you don’t know why that is, or how to go about validating your tests, these articles are for you:
P.S. While I did my best to point you to the best free or cheap resources we have on getting LPO done, there’s really no substitute for simply taking the MarketingExperiments Certification Training on LPO either live or on-demand.
Photo attribution: kkirugi