When it comes to split testing landing pages, there are two main approaches.
- Change the entire page
- Change a small element or elements on the page
Most people will tell you that testing the little things don’t matter and that you should only test dramatic differences in order to improve your results.
For me that has not always been the case.
I think the best “size” of your landing page split test depends on where you are in the campaign.
- When a campaign is new and losing money I split test drastic changes. Because the current landing page isn’t working (I am losing money) and my goal is to quickly discover an idea or angle that will work.
- When a campaign is running profitably I split test smaller changes. Because my current landing page is working (I am making money) and my goal is to squeeze out more profits without breaking anything.
Sometimes the small changes can bring big results. For example, I recently improved a landing page’s ROI by 40% by changing the headline from black to red.
Maybe it increased the reader’s sense of urgency. I really don’t know.
That being said, I will still test big changes on a proven campaign. I’ve made incredible improvements this way. But most of the time – I split the risk into the two categories above.
The main takeaway is that you should always be testing something. Whether it’s font sizes, headlines or a completely new designs.
There is always something inside of your campaign that can be improved.
If This, Then That
If the small test doesn’t work, then do a big one.
If the big test doesn’t work, then do a small one.