The importance of A/B split testing your website

For seasoned digital marketers A/B testing or split testing your web pages is nothing new. It’s been around for years and it’s a really simple addition to your planning, testing or even as part of your digital strategy. Why are we writing a blog about then I hear you ask? Good question, one that has a simple answer. I’ve been working in Auckland for 9 months now and I’m being exposed to new brands and digital agencies every week and there is a common theme; split testing seems to almost be an alien concept.

A colleague of mine actually described split testing as my ‘secret weapon’. It’s a nice way of putting it, although the word secret does rather back-up my point. In many ways split testing is a weapon, it has countless benefits both from a digital marketing standpoint and as an incredibly powerful way to get your point across to clients or stakeholders.

Below I’ve outlined what split testing is and some of the key benefits of testing your website or webpage’s.

What is A/B or split testing?

For those that aren’t seasoned digital marketers we will start at the beginning. A/B testing, split testing (or even bucket testing) is the act of comparing two versions of a web page to see which performs best.

A software or analytics package will show the two versions of the page automatically to visitors at a typical rate of 50%. This in theory means that one visitor could visit your website at 3pm and see version A of your page. A second visitor arrives at 3:01pm and sees version B.

Using the split testing software platform website owners can determine by what measure to determine a winner. This could be a conversion (lead capture, sale etc), an event (e.g. a PDF download) or even how long a person spends on the page.

When a winning page is found you then have the choice to continue with your existing one or switch to the new version.

Why should I split test my web pages?

Split testing is used to help you understand your website and your visitors with the end goal typically to improve your conversions or engagement. Whilst there is a huge amount that can be written about a/b testing and the potential benefits I’ve decided at some personal and practical benefits that extend beyond your website and into working with a stakeholder, boss or client.

#1 - Make website changes with low risk, high reward

Let’s say you work generating leads for private healthcare customers. Your landing page results are down but the page has worked perfectly for 6 months. The easy solution is to try to do some conversion rate optimisation on the page and find out what is wrong and then fix it. That makes sense but you don’t want to throw the baby out with the bath water, it could be your problem isn’t webpage related.

Instead, take your optimisation recommendations and build a duplicate page and split test it. This way you can accurately measure the changes against the old page and see if it makes a difference. If it does, fantastic, if it doesn’t then make some changes to your new page and test again.

Another example on a smaller scale. I own a small Auckland based social media agency. I’ve just been through a cool expensive re-brand which includes our office mascot Dave the cat. We are finding that since introducing him to the page we are getting much higher bounce rates. It’s just a theory but if we take him off will that make a difference? Rather than sorting the branding, do a simple split test by removing him and see what happens.

Whilst these may not be the world’s greatest example what it does is show the various benefits of split testing. It can allow you to make and test changes to your site and pages without overhauling, without re-designing or getting an agency to do an entire audit. You remove the potential risk of making a snap decision or decision based on anecdotal feedback. You can try it even if you think it maybe not quite right, if it isn’t you’ll know pretty quickly.

#2 - Make a great case for change

Not entirely dissimilar to proving a point split testing can be the backbone of making a case. Here’s another example of how split testing has helped me over the years.

I was working at a business that used online forms as their key lead generation means. I’d ran some form testing and found that we had a high percentage of users drop off on the field where we asked the user ‘where did you hear about us’. This meant we were losing out on conversions because of this field.

Google Analytics experiments example screenshot

I took this information to a senior but was told it’s a necessary field to help with marketing spend. Ok, fair enough. What if I create a split test without it? Fast forward two weeks and I have the results of my test, the form without the HDYHAU field has won by over 105%. I can now put a case together that has tangible numbers attached to them. I can accurately say that by removing the field we could generate double the amount of enquiries in a year. It’s a compelling argument and one that I won. Two crowns is just greedy.

#3 - Prove a point

This seems a rather petty way to describe this particular point but I’ve worked as a digital consultant and client-side long enough to know that just telling someone you’re right about something isn’t enough.

A few years ago I was working with a particularly difficult stakeholder who despite having no digital (or even marketing) background insisted she was right based entirely on seniority. She had heard that long pages with lots of content was a bad thing and so wanted a landing page to have minimal copy and be image heavy. I suggested that whilst she was broadly correct we had no evidence in our industry and for our market that this was the right approach. The trouble was I had no solid evidence either way, so she ‘won’.

Well, she would have won had I not suggested creating an alternative version of the page with more text, less imagery and a different layout. We then split test this and ran it for two weeks. After two weeks the page with more content had more engagement and generated more actions (a PDF download).

That’s the thing, whilst her basic digital knowledge was sound and based on ‘best practice’ it didn’t mean she was right and remember best practice isn’t a blanket rule. In the end she backed down and from then on was far more open to my suggestions, I’d proven I was the expert and I had the means to prove rather than speculate. I was presented with a crown and I wore it until I left.

What software can I use to split test?

So you agree that split testing is the way forward? That’s great, now you just need to know what platform to use and how much will it cost. Well the three paid ‘big hitters’ in this space are:

Each of these platforms have their own pros and cons and come at different costs. For more information on what the best platforms are you can check out Conversion Sciences 20 best A/B testing tools.

Our recommended A/B tool

Our recommendation however is to use Google Analytics Experiments. Whilst Experiments isn’t as powerful as some of the other tools we’ve mentioned it has two benefits. One it’s free. Two you should already have Google Analytics on your site so you could be ready to use it instantly.

I’ve used experiments consistently for probably the past five years for day-to-day use mainly due to ease of access and it’s an easy handover once I move on from a client.

Experiments in its current guise will soon cease to exist and will become Google Optimize. Here at NZ Digital Marketing we’ve had a play around with Optimize and whilst it’s not as easy to pick up and use for new users it’s far more powerful in almost every respect. For those looking to get started easily I’d recommend getting experiments running and check back to learn more about Optimize.

If you want to jump straight to Optimize now here’s a video that gives you more detail and a tutorial on how to get started with Google Optimize.

Website homepage sliders and carousels blog header

Homepage sliders & carousels - conversion killers?

Homepage slider, carousel, rotating banners, call them what you like. There is one thing that is consistent about websites that still make use of them – by and large they aren’t being used for the right reasons, and when they are, they almost certainly aren’t being implemented correctly.

In the UK we are beginning to see less and less of them in the bigger businesses and that trend thankfully seems to largely be mirrored here in New Zealand but there’s still a lot of websites out there using them.

There is a pretty meaty blog that can (and has) been written plenty of times about the futile persistence of using this relatively antiquated approach, and in honesty I’m all for it. When you consider just some of the issues e.g. poor usability, banner blindness, multiple messages, responsive issues and SEO downsides.

However, that’s not what I want to write about here. Regardless of what digital marketers think about carousels, they still exist and they will continue to exist for quite some time. The simple reason for this is that for businesses with multiple interests/products/departments it serves a very functional internal purpose of appeasement. And whilst other websites continue to adopt it, others will follow as ‘best practice’.

I’ve worked with plenty of businesses that purely see it as an area of real estate that’s promoting their interests, I’ve even seen inter department squabbling about who is 1st/2nd/3rd but rarely have I seen these same teams ask about the results.

I get it, it’s the homepage, it’s from the outside view the most important page on the site and you need to promote more than one thing at once, but if a slider is really the only option for you then how can you get the most out of it? I’ve looked at five common mistakes with homepage carousels and sliders and four potential solutions.

Five common mistakes with website carousels

#1. Slides move too quick/slow on auto rotate – If you have auto-rotating banners then how do you get the timing right? Too quick and the chances are no one ever sees your first banner and they probably don’t have time to take in the second (if they’ve not scrolled past) but too slow and then you may as well go static? Well, no, because then you are reliant on the user clicking through the slides themselves manually and that leads us to mistake two...

#2. Using little circles to click through – This could be my single biggest bug bear across every digital marketing touch point. A slider with tiny little circles to indicate you can click them to move onto the next slide. We’ll skip over the fact that on some sliders these are so incredibly small that you can barely see them and go straight to the basic inherent problem.

As a user what incentive do I have to a) notice it’s there b) click it? Below you can see a slider of a prominent college here in Auckland. This isn’t even a terrible example of one as they do offer the right to left arrows, but even with the arrows the principle issue exists. Why should I click them? What’s in it for me? You are asking the user to do the work for you, there should be no surprise when users then don’t click or simply ignore the banner altogether.

Example of a manual website carousel

#3. They are too big so they push important content below the fold – This has become more of a problem than ever with the increase in mobile responsive websites. Having a beautiful huge image on a desktop is all well and good but when that resizes to take up 90% of a mobile or tablet screen, then we have a problem. It’s unlikely that whatever copy is in your banner is going to make up for the potentially rich, interesting content below your banner.

A recent problem seems to be with marketers/designers trying to use the hero banner approach but trying to mix this with the older carousel approach, what you get is a horrible mish-mash that takes over your website, and if your banner isn’t eye catching then you’re risking increasing your bounce rate. That’s a lot of faith to put in one giant image.

#4. Too much text and information, confusion reigns – Three banners tends to be the norm but it’s not uncommon to see five or more on rotation. That’s a lot of information to take in – if the user even sees the fifth! Often the banners have no relation to each other and if we wanted to be ultra-harsh we could describe this style as series of colours, images and text presented at a high speed. Banner blindness at best, a reason to leave your website at worst. In our four things to improve sliders section below we discuss the importance of being concise.

#5. No click through – Ok so I’m perhaps clutching at straws to make up my five here but this really is still a problem for smaller websites and I suppose is the ultimate slider sin – a slider with no click through. Using up all that real-estate to simply promote an image or copy with no call-to-action! Why? If you want to promote just your services there’s plenty of other more appealing ways to do this.

Four things to improve website sliders (because symmetry is overrated)

I wrote this blog then realised that actually I could just have written the opposite guide for the five mistakes above, i.e. don’t use circles, make your images smaller, slow your auto rotate down but hopefully that’s implicit – not to mention a bit stupid- so instead I’ve looked at a few different options.

#1. Hold on one slide when there’s a hover state – If you do have an auto rotating banner then why not consider working with your developer or digital agency on pausing on a hover state. If a user has their mouse cursor on your banner this is a good indication they are reading or ready to interact with it. Only, your banner is going to hold on that slide for 5 seconds and then move on. Just think, that person could be on your homepage for the first time and you’ve frustrated them, not a great start? A simple solution to this is to pause the rotations when a mouse cursor hovers over it. As soon as they move their cursor it carries on rotating through the slides as normal and everyone is happy.

#2. Tell people what is coming next – So don’t have circles then? No. Instead use a tabbed approach or any approach that allows your user to make a decision themselves. You can see an example of a slider using this approach below.


You can see that the idea here is to give some information upfront to allow your user to make their own decision on whether to wait for it to rotate or whether to click a banner they may be interested in. This approach removes the need for them to blindly sit and wait to see if the slide will be of interest to them.  You can catch their attention much earlier.

#3. Conversion Strong Call-to-action/Message – For many users your homepage will be their first impression of you as a brand or company. As a result the banner could well be your first chance to impress them, what do you want their first impression of you to be?

You need to be clear on this. Lots of websites point directly to an ‘About Us’ page, is this really what the person is there to read about? As part of your digital marketing strategy you hopefully have defined your goals, KPIs and have an idea of your audience and using research here will help infinitely. If you’re an FMCG then maybe you want your top deal front and certain with a strong call-to-action ‘Sale now on – buy now’ for example. Alternatively if you’re offering a service maybe ‘About is’ is the way to go and your call to action could be a softer ‘learn more’. The key is to be concise, know your audience, know your products and to…..

#4. Test it you crazy maniac - This probably doesn’t need years of testing and experience to proclaim but your first slide will gain the most clicks/engagement. Your second will gain the second most and your third – well, you get the idea. That said, I could be wrong, you could find that you have some amazing content hidden in your third slide that is resonating - despite its location. Try different imagery, try with a different button style, try different calls-to-action, try everything. Test it, measure it and optimise it to within an inch of its life.


So in summary, get rid of your slider. I know this makes this entire blog completely redundant but that really is the summary here. Even by making these improvements and avoiding the mistakes others make you’re still better off looking at other options, there’s so much research out there on the benefits of other options – not least from a CRO point - I’ll put together a blog about it when I get a sec, in the meantime go Google it, develop a new option and then, you know, test it and see for yourself!

Using Hotjar to generate leads banner

Optimising your website user experience with Hotjar

At NZ Digital Marketing we love analytics and conversion tools and we particularly love Hotjar. We’ve had some fantastic results using it in some very different organisations over the past 12 months. No matter whether you’re B2B, B2C a government organisation or you’re selling hipster antiques online you should be using Hotjar to compliment your existing analytics.

What is Hotjar?

Hotjar has been a player in the market for 12 months or so now although none of the key features are particularly unique. The reason we love it is the combination of features coupled with the price and a market leading interface.

In short; Hotjar uses analytics and feedback to really help you understand your web and mobile visitors.

Let’s take a look at the four key features and how these features can make a difference to your site and how it could (and possibly should) influence your digital marketing strategy.

Four key features:

#1 Heatmaps

Heatmaps? They are as old as time! We did say it wasn’t unique but Hotjar’s heat mapping tool more than does the job. Hotjar includes all your standard mapping options:

  • Click maps - Showing where users click their mouse on any given page
  • Movement map – Where users move their mouse on the page, this can provide insight on how a user is absorbing the copy or content on your page
  • Scroll maps – This shows how far down the page users are willing to scroll on average.

Hotjar webpage heatmap example

If we had a dollar for every time a marketer or communications professional has said “everything has to appear above the fold or people won’t see it” over the years we’d be slightly richer. It’s like this one piece of info was handed out to everyone on their first day at work and they’ve held onto it ever since. Whilst there is nothing wrong in essence with the statement it definitely doesn’t hurt to be able to back this up, every industry and website is different and the beauty of using the scroll map is that if you get this retort you can simply point to the scroll map and say “yes you’re right but 75% of people are seeing everything below the fold”

Heatmapping is an essential tool in the digital marketing cannon. It allows you to see just how your users are interacting with your pages, whether you’re testing a new landing page or thinking about making changes to your homepage you want to be running some heatmapping before making any big design decisions. It can also be a great compliment to an A/B split test as you can track both variants in Hotjar and see how the interaction varies on each layout or design. You can also split the maps into desktop, mobile and tablet traffic.

#2 Visitor Recordings

Visitor recordings are a sort of half-way house solution for those that don’t have the time to do some face-to-face user testing sessions or the capacity/budget to run something like The visitor recordings do exactly what they say on the tin, they record visitor sessions as video clips that play for the duration of a user’s session.

Visitor recording screenshot from Hotjar

As Hotjar only takes a proportion of your sessions you can’t watch every single user journey but you can near as damn it. The beauty of the recording sessions is the filter option, you can filter by the landing page, the exit page or any page in between. Couple this with the heatmapping tool and suddenly making an informed decision on a new page or journey becomes a lot clearer. When starting a role with a new client or organisation we’ve found that using visitor recordings really helps get your head around the user behaviour in that industry and more specifically on that website. Even if you don’t plan to use that information directly at the time it’s a quick and interesting way to get orientated and a brilliant base for future decisions.

#3 Web Form Analytics

The web form testing feature is probably our favourite and without doubt the one feature that has brought us the most recent success. The benefits of this data are too many to go into detail here but you can read more about the benefits of web form testing and the potential huge uplift on our conversion rates on our web forms article.

Form analytics provide detailed information on your web forms including:

  • Overall form interaction (Sessions) - This tells you how many users have visited your form page. How many have then gone on to interact (click at least one field) and how many have left the page without interacting. This gives you insight into the immediate impact your form page is having on a user.
  • Field-by-field analytics - Field analytics are where you’ll find your core field information. Each field has three measurements: Time spent on field - the length of time it takes the user to fill in the field. % of people who had to go back and re-fill the field in. A % of those that left it blank. You also get the number of interactions on that field and....
  • Drop-off - The field in which the user gave up on your form and left the page without submitting. The drop-off is possibly the most important factor, if you can identify the reasons for the drop-offs your conversions can benefit hugely.
  • Successful submits - How many users successfully submitted the form out of the number of users that reach the end of the form. This essentially tells you if there is a problem at the very end of the form e.g. your button text or CTA is off-putting for some reason.

Web form analysis screenshot in Hotjar

#4 Feedback

A few bigger New Zealand brands are making use of the Hotjar feedback polls on their websites, it’s possible you’ve maybe even used one and not known.

The feedback poll is a little popup widget that allows you to ask your important questions directly to users on your website in real-time. Understand what they want, what’s preventing them from achieving it and how you can help. Hotjar then provides the data in a raw form, in a word cloud or if you’ve asked users to rate their experience you’ll get an overall net promoter score to help gauge your users satisfaction.

But popups? Pah, aren’t Google punishing mobile sites with popups? Yes, you’re right they do but this isn’t that sort of popup. It doesn’t look like an advert and I’m probably doing it a disservice by calling it a popup, but hey it helped me write that neat little opening line and I can’t be bothered to go back and re-write it now.

Anyway, the key thing here is that the widget is discreet and highly customizable, it can appear anywhere on your website at whatever point in the users journey you choose. For example; it can appear as soon as the page loads, when a user is about to abandon a desktop page or after a predetermined number of seconds. You can also edit the appearance of the widget to blend into your site and brand colours.

Example Hotjar user feedback poll

Feedback in action

We used the feedback feature whilst working with an NGO and at the time I was dismayed by the amount of people who were willing to put their time into providing answers to questions with little to no incentive to do so. In hindsight a service first website user's goals are significantly different to that of a commercial website user. You can generally expect an uplift in response on service first websites.

This organisation had a lot of anecdotal feedback about how poor the website was and this was backed up with a simple eye test. However we lacked tangible evidence from real users, the feedback tool gave us everything we needed to start the process of rebuilding the whole journey.

A minus net promoter score coupled with an average experience of 4/10 and hundreds of ‘constructive’ responses made the ensuing discovery and pitch stage a synch. You may not need to use the feedback tool for such dramatic reasons, you could just want feedback on a single page, or you want to understand why your ornamental lamp isn’t selling.

Like with the visitor recordings this shouldn’t be a replacement for actual user testing or gathering offline insights with real life users. It’s a very good secondary option as the volume of data you can gather can far exceed what most organisations can afford to put into user testing or focus groups.


We've not gone into detail about other features such as conversion funnels, surveys and user testing recruiting partly because we’ve not used all of them significantly enough and partly because we’ve typed the word Hotjar so much over the last 1500 words that we’re concerned Google will penalize us for keyword stuffing.

The summary is of course that pretty much no matter what type of website you have you should be using these tools, if you’re a conversion led business then you should 100% be using them and either way you should probably be using H****r.

PPC landing page guide header image

Generating leads with targeted PPC landing pages

A few years ago I was working for a global healthcare company and we were delivering some pretty outstanding results. We were number one in the UK digital space for our industry and we were generating leads at around a 540% increase year-on-year.

There wasn’t just one factor that helped us achieve this, but a big proponent was introducing joined up PPC and landing page campaigns. In the past the organisation had been used to letting a digital agency manage their PPC accounts from a technical point and they’d just use an existing webpage as their landing page.

Now, there are some time and cost related benefits to doing this, if you're website has product pages that are optimised perfectly as both landing and site pages for example. For many organisations this approach will not yield the fantastic results you’re looking for, in effect your asking your webpage to do (at least) two jobs.

The company I was working for had offices all over the world all at different stages in the digital lifecycle and the achievements being made in the UK had been noticed. I was asked to start helping out some of the developing nations in Europe and one of the big focal points was the German market. On my final day working for this company I decided to write a blog that could be shared with my German colleagues and anyone else that needed it, a parting gift.

The lack of dedicated and target landing pages aligned with your PPC accounts is something I continue to see in the UK and certainly something that is being replicated here in New Zealand so it seemed as good a time as any to dust off the blog.

Before we go any further I must warn you that this was written around 4 years ago and having re-read it and made some adjustments the theory here is still valid today but it is a high level overview and doesn’t factor in the shift to mobile devices, social proofing and software advances. Still if you’re struggling to generate this maybe a good jumping off point.

Why develop a joined up landing page and PPC campaign?

If you walked down the high street and saw your perfect pair of jeans in a shop window you’d go into the shop right? Once you were in there you’d expect to find that pair of jeans pretty easily? What if you walked in and they sold nothing but pet products? You’d leave immediately and never go back, no question mark required.

Great AdWord adverts can be achieved in-house or with agencies but a great advert is only as good as the product and the packaging. You may have the perfect formula for your adverts and you’re generating thousands of clicks for a low spend but if everyone of those people visiting your site then leave without spending money or providing their details then your fantastic advert is wasted, along with your budget. Likewise if you have an amazing landing page no one is visiting it.

So you need to get both of them working for each other, great advert + great targeted landing page = results.

So where do you start?

#1 Determine what you are selling and what content do I need?

The most important thing you need to determine for your campaign is “What are we trying to sell?” “What is the page and the campaign going to be about?” Only you can answer these questions, you need to make a decision on what proposition works best for your market and for your audience in New Zealand.

What do you think people will respond to best? Is it a page about how you are giving free samples? Is it a page about your newest product? Is it selling the benefits of your company? Or is it a mix of all of them?

If you answered “a mix of them” that’s great but you still need to prioritise what it is you want to focus on and use the other aspects as back up. For example, lots of landing pages try to mix a lot of messages, this can work but if you’re starting from scratch then you should have one core focus and use the others as support to help push the user to convert.

To help make your decision on what to target you should ensure you do your keyword research first. You want to make sure people are going to be searching for your products before you start. If no one is searching for it then you can have the best page in the world but you won’t have any traffic!

#2 Build and design a landing page or two

For this guide I’m not going to attempt to provide a list of key points you need to make your landing page a success, there is probably a nice long list I can put together to compliment this but it would be far from exhaustive.

The truth is there is no perfect secret formula to a successful landing page, it will be different for every website, market, country and that is why it’s incredibly important to test everything you do (covered in part 2 of this guide). I can however give you some quick tips on page layout to help you on the way.

When a user has clicked your AdWord advert you already have some information about them. You know they have typed in one of your keywords and you know they have been interested enough in your advert to want to learn more. So you now need to ensure that when the person lands on your page they are seeing the imagery, copy and content that is relevant to the advert they clicked. Below is a great info-graphic on landing page layout – you can click it to see the full size version. This type of layout may not work for every market but it’s a great starting point.

Perfect landing page info-graphic

The info-graphic supports what I’ve mentioned above in terms of ensuring that the user sees what they are expecting to see once they have clicked the advert and tying in the copy to make everything relevant.

You can see there is a banner image immediately visible with a strong relevant heading and strong supporting message, this should keep them reading. There is then a nice sized chunk of text broken up with bullet points to really start to sell your product or service. You should aim to have as much of your key content above the fold. This is the part of the page visible without scrolling down. Having your core content here ensures that most users will see everything they are expecting to see as soon as they click into your website. The equivalent of having your amazing pair of jeans right next to the door of the shop!

In terms of building a page like this you have a few options. If you have a flexible CMS system you can build it with your existing building blocks. You can pay an agency to build a new page or you can use an out-of-the-box landing page software package such as Unbounce.

#3 Writing great copy and relevant content

Once you have decided what you have focused on in terms of your proposition content you can then begin to plan out what exactly that content will be. In terms of structure and layout of the content you can roughly follow the advice provided in point 2, especially if you’re just starting out.

You’ve already determined your keywords and your focus points but now to you need to determine what it is you want your users to do, what action do you want them to take? This is easier said than done but try to put yourself in the shoes of your customer, what is that you would want to be reading. Your content and copy should have one defined goal, to help facilitate the user to take action e.g. fill in a form or buy a product.

We know the users on the page are interested in your proposition or they wouldn’t have clicked your advert. So start with a strong title, then a strong follow up copy re-affirming what it is you want your users to know. I’d recommend maybe trying no more than 300 words for your first test and see how well this performs, each audience will be different, older audiences will tend to read more whilst younger much less.

Talk about the benefits of the product or service and use copy that reassures the user that this is the best place to be for this service. If you’re selling hearing aids for example talk about how small they are and how no one will ever see them, about all the technology packed inside or how easy they are to use.

If you don’t have the luxury of being able to leverage your well-known brand then to you need to talk about  the benefits of your company over a competitor, one of the wonderful things about the New Zealand digital market is that the competition is low so do some competitor research and really sell your USP’s. It could be that the user is happy with your information about your product but isn’t sure about why to choose you, make it easy for them with a bulleted list for example.

Finish your page with a strong call to action, whether this is a button, text, link or form make sure it is clear that the user knows what they are supposed to do next. If you don’t tell people what to do you’re reliant on them doing it themselves. Don’t let your users make their own decisions!

Imagery should support your content. If you’re advertising a laptop use a quality image that re-affirms what you’ve said about it on your advert e.g. if it’s thin show how thin it is. This sort of imagery will tend to be more powerful than a stock image. Test a few images just to be sure.

Don’t be afraid to test linking to other areas of your site, although don’t mix this advice up with adding too many links, you want to keep your page relatively distraction free. If a user wants to move around your website and learn more before making a decision then great. The primary goal is of course to get the conversion on the page there and then but for lots of products and services this isn’t viable. However, if your site is a disaster area that a user will immediately get lost on then perhaps give it second thought, or test it first.

Think of your landing page as your key website information in a microcosm.

That’s it for part 1 in part 2 we will cover off getting your AdWords campaign right, testing, testing and testing more and finally measuring your success and an action plan.