MarketingSherpa recently published a case study on Rudder, a small B2B start-up that used testing to optimize their website. As a marketer, you work hard to get prospects to your landing pages and you want to do everything you can to encourage conversion. Using multivariate testing, you can direct traffic to two different landing pages in a random order and gauge which page has a higher conversion rate. This can help you fine-tune your design and offer to promote conversions.
In the MarketingSherpa study, Rudder took the following steps to maximize conversions:
- Analyze the existing website (or landing page)
- Make multiple versions of the same landing page using different styles and layouts
- Test different headlines
- Create a powerful, above-the-fold call to action (no scrolling required!)
- Set up a mutlivariate test for a defined period of time
- Watch your results and keep the best of the best
You may go through several stages of testing, manipulating different elements at different times to pinpoint the best headline, the most attractive layout and the most compelling call to action. Though testing may take time, the payoff can be huge – Rudder saw increased conversions across all versions of their page and created the perfect blend for boosted monthly conversions.
Read the full study at MarketingSherpa.