Landing Page Optimization

It is a known fact that web users don’t read an article in its entirety. They will only read the article after skimming through the information and finding key phrases in the heading and sub-heading that are related to their problem. The skimming doesn’t stop at the text level. Web users will also sub-consciously evaluate visual cues (trust symbols, button colour, button shape and web template) to figure out whether the page is relevant in solving their problem.

Most Internet Marketers are aware of how to implement A/B and Multivariate testing in Google Website Optimizer (and other tools) but lot of them doesn’t understand the importance of statistics in these experiments. Two terms that a landing page optimization (LPO) expert should understand before testing are: Statistical Significance and Confidence Level.

Including navigation in landing page depends on the source of the traffic, brand awareness and type of landing page.

1) Source of Traffic: The primary factor that influences the need for navigation is the source of the traffic. Let us assume that your web pages are fairly optimized and that the major share of traffic is from Search Engines. In such cases, you can afford to risk keeping the navigation in your landing page. For PPC campaigns where for each click you are paying cents/dollars, the risk appetite would be much lower.