The article emphasizes the importance of split testing for enhancing landing pages in order to increase conversion rates. Despite the clear benefits, only 17% of marketers implement split testing strategies, which showcases a significant gap in maximizing marketing effectiveness. The author suggests that regular testing and ongoing iteration of landing pages not only improves user experiences but also provides valuable first-party data to inform decisions. Insights from conversion copywriter Rachael Pilcher highlight the primary aim of these tests to enhance user engagement and drive action through strategic design and content adjustments.
Regular split testing and page iteration is one of several landing page best practices worth your time.
Only 17% of marketers currently use split testing to increase their landing pages' conversion rates. That's a ton of wasted marketing potential.
A landing page's purpose is conversion. In a typical user flow, prospects arrive at landing pages via ads, and the landing page should convince them to take the next best action.
Your testing's primary goal should be to increase the number of users who take that next action.
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