A landing page gives the appearance of a plain text where the product description is highlighted. It also contains a directory of articles and a form to enter visitors’ name and e-Mail address. Primarily, an objective of a landing page is to attract web visitors, retain them and provide inputs so that they are interested enough to surf through the entire content. Landing page optimization uses granularity, i.e. the science of testing different versions of landing page to improve their efficiency. This is in contrast to merely designing or re-designing a website. Granularity in landing page optimization is the extent to which a web owner alters or modifies a page design leading to its refinement for higher visibility and sales.
The technique can be achieved by using specific and localized changes like altering the button colors, text font sizes, creating basic changes and incorporating numerous and smaller design alternatives. It has often been found that the entire landing page has been redesigned and tested. At times, the design alterations may include changing the text of the “call-to-action” buttons or redesigning all the text labels on the form input fields. Such action may also include changing the size of the form and its positioning on the page. These design alternatives normally can be nested within each other.
The size of the test would be restricted by the traffic received at the landing page and its data rate (number of conversion per unit time). This feature adds constraints on the total number of alternative test elements for each particular tuning method. The client reduces the search space size by combining several individual changes into a single larger variable for testing. This may involve tests on all possible versions of landing page. When such large scale tests are available, it makes sense to get granular on most of the changes the web owner is considering carrying out. With other testing methods on low data rates, the web owner is forced to consolidate the test size. Under such circumstances, the web owner has to decide when to focus on fine granularity changes or combine several changes and incorporate them into larger tuning elements. To attain better results, it is suggested to test the available data that has been obtained from the incoming web traffic and incorporate changes for that particular section.
The advantage of fine granularity change is that it can be carried out quickly and easily. An example being a web owner may be considering incorporating different headlines for the landing page. This does not involve much effort or time to come up with reasonable alternatives, set-up a test and start data collection. By running back-to-back fine granularity tests, there could be significant increase in the conversion rates. Such small tests for increasing / improving conversion rates do not require much investment and are considered an ideal tool for optimizing landing pages. Wholesale page redesigns is the only option for incorporating attractive changes if the web owner does not have data rate or time to run a series of finer granularity tests. Such redesigns are best dealt with landing pages that have lower coherency or content.
In fine granularity tests, the web owners create more catchy headlines so that the conversion rate skyrockets. Redesigning the page and getting it tested shows that the new design significantly out performs the original landing page. Such redesigning also results in higher revenue per visitor. Granularity does not necessarily mean uniformity between the testing elements but the several concurrent changes that are carried out by this technique subsequently improves the landing page performance.