Secret Tools: Optimizing Landing Pages

There is more than one way to make a martini and just as many options to determine landing page effectiveness. In short a/b testing is the single most important function of the web designer, optimizing it is where the savvy marketer comes into play.

At current all of my clients with the highest converting campaigns utilize the following tools:

Crazy Egg

Inexpensive application that can only be described as Google Analytics on steroids. It is far less robust than GA, but very easy to use. Where this product shines is in allowing you to determine the click stream within the corresponding pages along with how the customer journey differs across different silos of demand generation channels. 


Example 

• Page A (Organic Traffic): A visitor coming to a landing page variation fed by SEO traffic will require extensive education prior to delivering a conversion.
• Page B (SEM Traffic): In retrospect, a visitor coming to the same page variation via SEM has been qualified with Google’s advanced filters (Geo-Location, Re-Targeting, Audience Details, etc). Thus, the value proposition is already defined by the “Ad Copy” + “Keywords”, and the customer journey will be significantly different.

Inspectlet & Clicktale 

Recording visitor sessions is now a synch. You can take the guess work out of why customers are dropping off your site, and pin-point exactly what is causing your visitors to drop-off, which adversely effects your bounce rate. This is especially useful in identifying the exact place for you to place the infamous “goal” call to action.

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