August 20, 2019
Leveraging CRM Data to Dictate SEM Investment
I’ve heard a lot of misconceptions, myths and misunderstandings in my 7 years in digital marketing:
All of that pales in comparison to the preconceptions marketers have about website and landing page testing. Here are just a few of the most misleading things I’ve heard from clients over the years – maybe they’ll sound familiar to you, too.
This is HIGHLY unlikely. As with ads, the bigger the change (primary message, headline, design) and the closer to the actual conversion (form fields, conversion event), the more likely the outcome will change significantly. As your optimization of these fundamentals gets you closer to your desired goal, test tweaks to smaller elements.
As with almost anything, this is worth testing, but exit links to the main website can lower bounce rate significantly. It’s a controversial topic, but many sources say lower bounce rates contribute to higher quality scores. For conversion actions with a longer consideration period and sales funnel, allowing the visitor to do more research can increase conversions.
In many markets, particularly B2B, additional research on a company and its products is necessary before someone will commit to even a brief sales consultation. Your main website should make it just as easy for the prospect to convert, with obvious calls-to-action throughout. However, if it’s difficult for the user to convert in other places on the website, then you should limit the number of links leaving the landing page. We recommend having at least one link to the homepage.
You may sense a theme here, but the impact of any creative or design choice is going to be case-dependent. If it’s easy, it might be worth testing, but there is no silver bullet for landing page effectiveness.
As with almost everything in paid search marketing, success requires proper testing! Just make sure you have a hypothesis to test and a testing plan. Without those, you’re just guessing.