Testing SEO Landing Pages and Improving Conversion
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Testing has become a key online marketing discipline for increasing conversion rates and getting more out of search/pay per click traffic. There are several books on the topic, along with specialized software programs and companies that do nothing but help improve conversion rates through testing. If you think you need to start doing some tests yourself, you're probably right; keep reading.
In this article I will introduce the concept of testing and how it applies to search engine optimization. Topics covered in this article an introduction to testing, SEO and testing, elements you can test and testing post landing pages.
The Biggest Companies Succeed Through Testing
Some of the biggest testers in the world are Amazon and Google. In fact, testing is one of their "secret weapons."
Amazon used testing to succeed and continues using it to maintain its leadership in online retail space. The company started back in 1995 when consumers feared lightning will strike their heads if they pressed the wrong button. On top of that, everyone was extremely cautious about giving out credit card numbers and addresses over the Internet; e-commerce was still all but unheard of.
Yet through smart testing Amazon was able to survive and become a mighty player in the online space. Their strategy was (and is today) to test small portions of the website, without major overhauls, and find the versions that work the best -- and then do it all over again. There is no "final test" for Amazon, as the company is on a 24/7/365 cycle of continuous testing and improvement. Consumers might not even notice it as the company tests different font colors, size and viewing options of images, position of images, calls to action, checkout buttons, etc...
A simple search for "Amazon test" on Google returns 6,590,000 results with the following headlines:
Amazon tests mail-order catalog listings
Amazon tests shopping-portal strategy
Amazon tests question/answer site
Amazon tests on-demand database
Amazon tests AdSense alternative
Amazon tests new mapping service
Amazon tests catalog sales
Amazon tests online grocery shopping
Amazon tests sales of sporting goods
Amazon tests new "leave seller feedback" page
Next: Even Google Tests >>
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