Often the smallest details can have the largest impact. Yet many marketers have a hard time pinpointing which details matter most, as well as the impact of specific details and variables on a campaign’s overall success.
When it comes to landing pages, not knowing which details matter can mean the difference between a marketing campaign succeeding or failing. Luckily, the right landing page optimization software can help you better understand which details matter most, so that you can focus your time on improving clicks and web engagement, instead of blindly making decision that could impact your website’s online success.
A landing page refers to any web page where a visitor encounters or “lands” on your website. Unlike the entirety of your domain, where visitors can toggle between information and tabs, landing pages are often standalone web pages with one focused goal, usually to achieve one of two primary purposes: lead generation and click-through rates.
There is no right way to develop a landing page, though a quick search on Google will uncover hundreds of tips and best practices for creating a good one. Much of the details, however, will be unique to your company, such as design elements, tone and style. Landing page optimization works with your company’s specific visitor base to uncover what works best for you, not the masses. Here are five key features of landing page optimization software you should look for in a solution.
A/B testing is a marketing strategy that pairs two versions of content or advertisements — in this case, landing pages — against one another to see which performs better. Marketers often use A/B testing to test the success of specific titles, headings, colors or images. While users can test landing pages manually, top-rated landing page software automates the A/B testing process, gathering data about which version performs best. Landing page optimization software also allows businesses to control how much traffic is directed to each version, and sets up rules-based notifications based on landing page performance.
A WYSIWYG editor is a must-have for marketers who seek ease and simplicity. Standing for “What You See Is What You Get,” these editors allow users to see what landing pages will look like as they are designed, instead of working directly with the source code. While WYSIWYG editors might not be necessary if you have a talented coder as part of your marketing team, they are a must-have for marketing teams comprised of non-coding individuals.
Multivariate testing is a lot like A/B testing in that it helps you know what your site visitors respond to best. Yet while A/B testing vets two versions against one another (for instance, the same landing page with two different titles), multivariate testing lets marketers analyze more complex combinations of variables to see how they might interact with one another.
Multivariate testing is one of the most important key features of landing page optimization software, because it provides more information about how certain aspects of the landing page are (or aren’t) working together to drive clicks and conversions. The software automates the multivariate testing processes, provides real-time feedback and can be configured to repeat variable combinations that net the most engagement.
When it comes to managing your marketing campaigns, your team needs access to insights on landing page performance, clicks and conversion rates — all in real time. When you’re paying for ad campaigns and running tests, time is money, and therefore wasted time is wasted money.
If your landing page optimization software shows through A/B testing that one version has no engagement while the other version has high numbers of clicks and conversions, you’ll want to push the better version to more people. And you’ll want to make that change as soon as possible, not days later after your team has missed out on numerous opportunities. Landing page optimization tools must monitor engagement in real time to provide your business with insights at the right time.
A landing page optimization solution is nothing without detailed reporting and analytics that allow you to make data-driven decisions in real time. Whether you’re tracking engagement, clicks, downloads, signups or conversion rates, you need a landing page optimization software that can track and report on this information. A good blend of built-in and customizable reports ensures that you can access both general and specific insights, allowing you to optimize each landing page for the best results.
Ready to purchase landing page optimization software for your business? Download our free Top 10 Landing Page Optimization Software report to compare the top-rated solutions by pricing and key features. This free downloadable report contains side-by-side comparison charts that can help you choose the best software for your business.