How to A/B Test Landing Pages

Day 24 of 100 New Media tools to promote New Media Europe. It's Saturday, it's a gorgeous day. I'm taking sometime to take a walk with the family and...

Day 24 of 100 New Media tools to promote New Media Europe. It's Saturday, it's a gorgeous day. I'm taking sometime to take a walk with the family and have the blue-sky thinking time, think about the today's New Media tool.

How to Split Test Landing Pages

Back home after a mega-walk. Today, it is all about A/B testing. When we did our first webinar for New Media Europe, we set up five different variations of the same Landing Page. It was stunning to see via the Unbounce control panel how the different pages perform. Some of them were terrible, some of them were amazing. This is a place where Unbounce wins over every other Landing Page software, they make it easy to split test your pages. This is how easy it is, first page variant right there, you click duplicate this variant, you've got a copy, so head in and click edit. Now I've got an exact copy of the Landing Page for our online conference that I can tweak and edit in any way that I wish.

What are Action Colours?

It was Amazon that split tested various different colours on their call-to-action buttons to, “buy now” or to “register.” Apparently, red is bad, it's stop, green is good, go. So now, I've got my Landing Page copied, it's so easy, just to go in here, colour editor, and woo, there we go, green, choose, boom, I've got a green call-to-action button. Save changes, then I just need to give that second variant some traffic, so say 50% there, 50% there. We can split test red and green call-to-action buttons.

Changing Colours on Buttons

Our team could literally split test loads of different colours. They will probably test about 8, 9, possibly 10 different call-to-action colours on the conference registration page. I'm also going to make sure on our A/B testing today we implement three things that I learned from our original split test.

3 Things That Work on Landing Pages

Here they come:

Number one, a video wins. That was our highest converting page on the webinar that we previously did, a page that contained a video.

Number two, don't overwhelm people with text on Landing Pages. Actually, the pages that had less text on converted better on our previous webinar.

Number three, keep the call-to-action button above the fold, it's a no brainer isn't it? By the way, if that sounds like jargon saying about the fold, what I mean by that is, make sure the call-to-action button is visible without the user having to scroll down your Landing Page.

This Monday we're going to send an email out to our entire list about the UK Podcasters online conference. The task from my team and I today, build 100 variants of the same Landing Page. Let's get stuck in.


Mike is co-founder of New Media Europe - obsessed with everything new in media and technology. He's also a founder of audio production company Music Radio Creative.