Landing page testing can lead to major Web site changes. How sure are you that your conclusions are valid?
Articles by Tim Ash
Coherency is an overall sense of your design hanging together. It's a congruity and harmonious consistency in the relation of all parts to the whole. And it's largely ignored by landing page testers, leading visitors to respond to incoherent pages with a variety of gut reactions, and none of them are flattering.
Web analytics on your Web site can help you uncover and prioritize potential site problems. Some additional techniques to discover conversion issues on your landing pages include mining onsite search, or conducting usability testing, focus groups, and surveys.
How do you find problems with your landing page hidden in your test results? Instead of waiting only for good news, filter it out instead. Accentuate the negative. Focus on problems and things that are askew.
In statistical circles, it's a known fact that the Taguchi method is a bad fit for landing page testing. So why do so many marketers continue to use it to test landing pages?
Many people view conversions as large-scale events, such as product sales or sign-ups for a service. But a conversion can mean many things, depending on the site.
In almost every other area of marketing, performance is scrutinized under a microscope as we drill down on mind-numbingly detailed reports. So why are landing pages getting so little attention?