A certain kind of mental re-framing is required as part of the proper perspective for ongoing landing page optimization.
Each Landing Page Test Has a Cost
You will have to expend time and effort to set up the test, monitor data collection, and analyze the results. Even if your test is successful, you still have to consider alternative marketing activities that you could have been engaged in rather than testing, and the lost opportunity cost of not doing them. In other words, if you have bigger opportunities to impact your program's profitability, attend to those first.
A Test may not Yield any Positive Results. It's possible that the tuning elements you select won't create any noticeable conversion improvement. A few may actually make things worse and lower your conversion rate.
At the end of the test, your original baseline recipe for the landing page may still remain the champion and will have bested all challengers. This isn't a problem.
The Cost of Landing Page Optimization
Posted by
mediaguy 309 days ago
(http://searchenginewatch.com)
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