Test or die

Something I've been obsessed with recently is ab testing on clients landing pages.

I think it's been made far too complicated for what it actually is, which then stops people doing it.

Simply put, if you're driving traffic to a website, you, of course, don't have THE BEST landing page ever just by luck.

You can make it better. You can probably make it a lot better.

I've had two examples recently where we just did a simple Google Ads experiment with a client running their existing landing page against a new alternative.

Example 1 - Ecommerce
One client was bidding against a competitor and doing well with it. However, as with many competitor bids in Google, it was a tough fight, especially with the quality scores.

We came up with a whole new type of landing page that was completely different.

We then ran solid ad budget through it for about 6 weeks and their conversion rate went from 2.23% to 3.91%! That's nearly double and was on the ad group spending about 40% of the entire campaigns budget. For a mature account, that's a big impact!

Example 2 - SaaS
For a SaaS client, we ran an experiment of their homepage vs an alternative that was identical except for a video explainer at the top instead of this software image.

The client was already profitable before the experiment. Now his cost per purchase dropped from £3,653 down to £2,049. His clicks to purchase conversion rate went from 0.25% to 0.47%! That's wildly good! 😂

The point?
Let's say you have 3 main competitors you're bidding against in Google/Meta or you're spending against in SEO.

They all do these experiments. Their site converts 20/50/70/100/200% better.

Yours stays as is.

Who's going to win that battle of business?

Stop overthinking it.

Think of some alternative to the site you have and run a simple experiment with ads or one of the site ab testing softwares to decide the winner. Then rinse and repeat.

Would love to hear what other people are doing in their testing of sites and how they go about executing on them 🙂