Landing page optimization can easily boost conversions by 50% or more and yet most website owners don’t incorporate this very vital and profitable process in their business operation. And even for website owners that do actually optimize their landing pages, most rely on either split testing or completely revamping the pages from scratch. Unfortunately, both split testing and revising the pages from scratch are very inefficient and highly unlikely to produce a significant and sustained increase in conversions. To understand why split testing and revamping from scratch are such ineffective landing page optimization strategies, one only need look at all the factors that can affect conversion rate, including:
- Price Point or Pricing Strategy
- Value Proposition
- Offer Details
- Traffic Quality
- Page Design
- Layout/Presentation Order of Sales Tools
- Copywriting of Main Sales Tools (there are more than a dozen distinct tools)
So let’s focus on the problems with using split testing as a landing page optimization strategy. Actually, the biggest problem is numbers.
Let’s say we have a very simple site selling a widget for $50 and let’s say we want to split test our old headline vs. a new headline. Sounds simple enough, right?
However, to statistically verify the new conversion rate with any degree of reliability, you are going to need a testing sample size of at least 500 visitors–per version. That’s 1,000 visitors just to test the headline which is just one of more than a dozen distinct sales tools that could be negatively impacting conversions on a landing page. Even if your overall cost is just $.50 per visitor, you are looking at $250 or more in traffic costs just to test one sales tool. Add in factors like page design, layout of CTA’s, and even the location of links and UI features: And you can see how the costs of landing page optimization skyrocket quickly out of control using split testing.
So essentially, you either get lucky and identify the right sales tool and thenreplace that sales tool with a better, more effective version to split test against: Or the ROI for optimizing the landing page quickly drops with each new split test you have to run.
An with revamping the page from scratch, oh, that is just so much worse. With this landing page optimization strategy, not only you have to hope that your revision fixes the problems that were suppressing conversions: You also have to hope that you don’t screw up the copy and components that were working. In fact, with this optimization strategy, you could literally start with 2 conversion problems and end up fixing them but causing another 3 problems–actually making the problem worse without ever really knowing what was or wasn’t working to begin with!
3 Reasons Landing Page Optimization Begins with Traffic Analysis
#1. Drastically Reduces Testing Costs
Unless you have loads of free targeted traffic lying around, the testing costs of aimless split testing can skyrocket into the $10,000′s with absolutely no exaggeration. And the higher the average price point and the more complex the checkout process, the higher the testing costs because you need larger sample sizes to verify results.
Web traffic analysis tools like heat mapping software can help you quickly identify weak copywriting tools, ineffective CTA’s, and any areas that need improvement on a landing page. Heat mapping is actually one of the most effective landing page optimization tools you can use because it helps record exactly where visitors are going on a page. Weak or ineffective copywriting, design, or CTA’s will appear as blue or green while strong sales tools will appear as yellow or red.
By helping you quickly identify the weaknesses on a landing page, you can focus on fixing your problems instead of guessing or starting over. This will help you drastically reduce testing costs especially if you use heat mapping during the testing process to quickly identify problems.
#2. Reduces Copywriting, Design, an Programming Costs
Landing page optimization costs aren’t restricted to your marketing budget. Every new landing page version will likely require copywriting, design, and programming time to complete and implement. So, either you pay experts or you invest the time yourself: But it’s going to cost you for each test version you create.
However, there’s an ever big threat looming that could waste even more time: What if your conversion problem isn’t actually on the landing page itself? That means you could revise the copy and design 100 times and potentially not generate any significant increase in conversion rate. How is this possible? Well, just take a look at the “off-page” problems that you may need to address during a landing page optimization project:
- Shopping Cart/Payment Processing Problem (not calculating shipping prices accurately, etc)
- Wrong Price in Shopping Cart vs. Landing Page
- Weak Traffic Sources
- Low Percentage of Visitors Reaching Landing Page
Any of the problems listed above cannot be fixed on the landing page itself but if you just started split-testing sales tools or revising the page from scratch: How would you ever know the problem was located off page?
Website traffic analysis is a vital landing page optimization tool because it helps isolate the problem without guessing or wasting precious resources on split testing or revamping from scratch. Google Analytics is actually a great web traffic analysis tool that can help you determine if the conversion problems are off-page or isolated to the landing page itself. If the problems are on the landing page itself, then you need heat mapping to optimize the page.
#3. Saves Loads of Time and Delivers Higher ROI for Landing Page Optimization
Time is money and website traffic analysis tools like Google Analytics and heat mapping tools like Crazy Egg help save you loads of time both in terms of actually revising content and testing. General web traffic tools like Google Analytics help you determine if the conversion problems are on the landing page itself or due to off-page factors. For on page optimizations, heat mapping quickly zeroes in on weak sales tools, CTA’s, and design elements so you can fix what isn’t working and leave everything else alone. So not only will website traffic analysis tools help you find the problems faster, it will also help you generate better results by allowing you to focus precious resources on optimizing the weak components.
Web analysis tools can’t tell you how to fix the problems you find, but it will show you where the problems are with absolute statistical precision. That puts you far ahead of other website owners who are aimlessly split-testing or revising from scratch. So by starting your landing page optimization project with thorough web traffic analysis, you can find the problems faster and invest your scarce resources and time on the true problems that are suppressing your conversions. Ultimately, web traffic analysis boosts landing page conversions faster and higher than any other options at your disposal.