5 Things You Should Test In Your Landing Page

It’s the holiday season! Bombarding your customers with emails for that final purchase on your site? Or structuring ads nudging them to gift more? This media blitz calls for new landing pages or at least redesigned ones, right?

So here’s the thing. While you, as retailers have got another excuse to push your products to your customers, what’s been your plan of action to ensure great user experience for them? If you’re not sure, then here are 5 essentials that should be on your testing checklist before taking your new landing page live.

1. Device compatibility: According to comScore, 4 in every 5 smartphone users, which represents 85.9 million U.S. users, accessed retail content on their device in July 2012. But how many times have you browsed through a site on your phone, only to see the website design, structure and content squeezed down to a mobile template? Many times, isn’t it? Sure, many sites are available as mobile apps. Nonetheless, responsive web design is essential so as to ensure that your website responds or adapts to the environment with multiple fluid grid layouts.

2. Browser compatibility: A common mistake made before a site release is to test the landing page only on one browser. While Chrome scores the highest in terms of web usage statistics, it is followed by Firefox, IE, Safari and Opera. The first three are essential when it comes to testing, as put together, they constitute over 95% of web usage. Plus, while testing, you will realize that your landing page behaves differently, in different browsers. The layout may look fine on one while it may be lop-sided on another. Some functionalities may work fine on one browser, while on others they may fail to perform. So test and test well.

3. Content: It’s important to test your content on your landing page. This includes reading, re-reading and reading again for grammatical errors, typos and SEO gaffes. Also, it is essential to do A/B testing on various titles, images and layouts to ensure that you use the one that is the most efficient in helping you achieve your goals.

4. Call to Action widgets:  Your landing page, invariably, may have a call to action widget. It may be an inquiry form, a click to call button, a group deal or a buy button. Have you tested the navigation to ensure that

a. The widget is visible and easy to spot?

b. It works just fine on all devices and browsers?

The importance of testing the call to action cannot be overstated. It’s the last mile. If it doesn’t come to the notice of your site visitors or doesn’t perform its task when clicked upon, your entire campaign can go a waste. This one requires thorough testing.

5. Backend integration: You may have various email ids, contact forms, web links and action items for your site visitors. Do you test if all of these are well integrated with the backend? For instance, you have an email id for contact. But did you test if mails are reaching? You may have your blog link on your website. But does it take the site visitor to the right URL on clicking? You may have Buy now buttons on your page. But does your backend update you immediately on every purchase?

Testing is not an ad-hoc task. It’s a recurring essential. Keep this checklist in hand before you take your landing page live.


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