Pay Per Click (PPC)

Have you ever visited a company’s website only to later find you are being followed around the internet by their ads? If the answer is “yes”, the chances are you are being remarketed to

.What is Remarketing?

Remarketing enables you, as an advertiser, to show ads across the web to people who have already visited your website. You can even make the ad specific to the pages a person has viewed. So, say your customer was lingering on a page on your site with those fabulous, bright pink shoes you sell; you can start showing them display ads containing the fabulous, bright pink shoes. Or if they have bought the shoes you could show them display ads promoting the handbag that goes perfectly with them!

Remarketing works well because the people you are targeting have already engaged with your brand on your website. You have already put the hard work in through great SEO or PPC or other forms of advertising to get them to visit to your site, now you are making sure they remember your brand while showing them products that they have already demonstrated an interest in.

A great example of remarketing done well is this from the Bodyshop; after I visited their “colour crush eyeshadow” page…

I was shown these adverts which showed several of their products including the “colour crush eyeshadow”. 

Have you missed out on the latest updates from the world of social media, mobile or pay-per-click advertising from the Easter period? You’re in luck – we’ve kept our ears to the ground for you!

Social Media News

Facebook Update Cover Image Guidelines

When Facebook launched their new “timeline” for brand pages (back in March 2012) there were some fairly strict rules accompanying the cover photo function. Users were forbidden from including the following:

• Price or purchase information, such as “40 percent off,” or, “Download it on socialmusic.com.”
• Contact information such as a website address, email, mailing address, or information that should go in your page’s “about” section.
• References to Facebook features or actions, such as like or share, or an arrow pointing from the cover photo to any of these features.
• Calls to action, such as “get it now” or “tell your friends.”

Advertisers hoping to get the most out of their cover photo space will be pleased to hear that Facebook have recently relaxed their cover photo guidelines considerably, replacing the previous bullet points with the following rules:

Cover photos can't be deceptive, misleading, infringe on anyone else's copyright or be in violation of the Pages Terms. You may not encourage people to upload your cover photo to their personal timelines.

Cover photos must be at least 399 pixels wide and may not include images with more than 20% text.

The less stringent guidelines mean that we are now free to add our URL, special offers and other information to our page’s cover photos - just as long as the text doesn’t take up more than 20% of the image.

Google+ Make Improvements

Google+ recently announced some profile page improvements, supposedly in line with the feedback they have received from users. Profile pages now offer:

• A tab for the user’s local reviews
• More intuitive ways to edit your “about me” information
• Very, very big cover photos!

YouTube Reach 1 Billion Users per Month

On March 21^st YouTube released the news that it attracts 1 billion unique users every month – that’s nearly one out of every two people on the internet. YouTube thank “Generation C” for their growth, a term they have used to describe the young adult demographic that use their smartphones as a “complementary activity to their lives” - while they commute to work or school, wait for a friend or sit through television adverts. They also have Psy to thank – the man whose popular Gangnam Style video is the most viewed on YouTube.

Mobile News

Facebook Launch Android App

Facebook have just launched “Home”, a brand new mobile app that will allow Android users to transform their smartphone’s lock screen into a version of their Facebook news feed. In Mark Zuckerberg’s words, "You're going to be able to turn your Android phone into a great social device. Our phones today are designed around apps, not people. We want to flip that around." Home will be available on Google Play from April 14^th. The HTC First, a new Android phone coming “pre-loaded" and “optimised” with Facebook Home, will be released on the same day.

Yahoo Buy Summly for $30 Billion

Yahoo have acquired Summly, a company founded 17 year old Nick D’Aloisio, for $30 million last month. Summly is an iPhone app that aggregates and formats articles from various new publishers into a summarised version of the content. The app as it stands now will cease operation, and the technology powering it will “come to life” through Yahoo’s mobile products soon.

Pay-Per-Click News

Google Disapprove Phone Numbers in Ad Text

Starting from this month, AdWords ads with phone numbers in text will be disapproved. Advertisers who want to display a number in their ad will be required to use AdWords’ call extensions - a feature that allows advertisers to include a phone number in desktop ads and a “click to call” button in their mobile ads.

There are plenty of reasons why your click through rate (CTR) is important. The obvious one is that a better CTR means more clicks on an ad. CTR also plays a big part in AdWords’ quality score calculations too, and the better your quality score is the less you’ll pay for clicks.

Bearing the above in mind, this week’s blog post gives you ten tips on how to improve your CTR.

1. Choose the right keywords and make good use of negatives
Your ad will never achieve a good click through rate if it appears for search queries it is not relevant to. Run search query reports to see what keywords are generating ad impressions. Look out for queries that are not relevant to your ads and add these as negative keywords. Take a search for “motorbike rider insurance” for example; the ad highlighted below is for equine insurance, not motorbike insurance.

Petplan could easily avoid appearing for motorbike insurance searches by adding negative keywords like “bike” and “motorbike” to their PPC campaign. Read more on negative keyword optimisation.

2.  Make ad text relevant to your keywords
Simply making sure your ad text contains the keywords you are targeting will increase your CTR. It’s useful to remember that keywords will become bold if they are present in your ad text. It will catch people’s eyes if they see the keywords they just typed into Google in bold and in ad text.

3.  Highlight offers and USPs
All too often we see ads that give people little reason to click on them. The space you have to write your PPC ad is small but there is plenty of room to detail what you’re offering and to highlight your USPs. For example your ad text should mention if there is an end of season sale running, or if you offer free delivery and/or returns. These are the kinds of things that entice people to click.

4.  Include a strong call to action
If you ask people to do what you want them to do in your ad your CTR will improve. Ask them to “Get a Quote Now”, or “Buy Online Now”, or “Sign Up Today” – but never write “Click Here”!

5.  Tell potential customers what’s in it for them
This goes beyond highlighting USPs and including calls to action, instead it's about wording ad text in a way that tells someone what’s in it for them if they click through. For example, in an ad offering gym membership you could just say: “Sign Up for Membership Now” or you could say “Sign Up & Get That Bikini Body”. In reference to a design software download you could say: “Download Design Software Now” or you could say “Download & Increase Productivity”, if you are selling sales training you might say “Book Your Sales Training Now” or you could say “Increase Sales Numbers – Book Now!”

6.  Make the most of ad extensions
CTRs are higher for ads where ad extensions are in place. Even though the ad extensions might not be clicked, an ad with an extension in place occupies more space on a search results page thus drawing the eye in. Take a look at the ads below; Littlewoods is occupying way more space with all its ad extensions enabled in comparison to the Ecosoftware ad that goes unnoticed:

7.  Use extended ad headlines
If an AdWords’ ad’s first line is clearly a sentence, and ends with proper punctuation, then description line one will be ‘moved up’ to become part of the ad’s headline when displayed at the top of Google’s results. You can use this space to give more prominence to any offers or great USPs life Giftlab.com have done below:

8.  Increase position
An ad that is always at the bottom of the search results for highly competitive terms will ultimately have a lower CTR. It is worth considering increasing bids to increase your position – if you do this it’s important to monitor your ROI closely.

9. Check your ad settings
AdWords’ default ad settings mean ads with better CTRs are displayed more often; however, during ad tests for example, you may choose to rotate your ads evenly. It is possible that these ad setting changes have been forgotten and ads with low CTRs will be showing as often as those with much better CTRs. It’s always worth double-checking your ad settings.

10.  Test, test, test!
One of the beauties of online marketing, and in particular AdWords PPC campaigns, is everything can be monitored and tested for true effectiveness. You should test ads with different promotions, calls to action and USPs to see which ones achieve the best click through rates. When looking at ads with the best CTRs try to figure out exactly what is about that ad that generated the better click through rate - was it an offer or a call to action – then factor this knowledge into your new ad text. Pause ads that have lower CTRs and always remember to set reminders when running ad tests to make sure you revisit them to check the results. It’s also a good idea to make a note of what you were testing, for example, a call to action.

If you want a hand, or some advice, on running a successful PPC account, including increasing CTRs, then we’d love to hear from you: contact us.

You may have heard that in the last few weeks Google have introduced AdWords enhanced campaigns. For those of you who haven’t already separated out your mobile and desktop campaigns according to best practice, you’re in luck!

An AdWords enhanced campaign targets all three devices - mobile, tablet and desktop computer - in one campaign. While you could do that before, you can now select mobile preference when writing ads and sitelinks, as well as adjust your bids for mobile devices. 

Last month Lorna provided twelve easy steps to get the most from your PPC campaigns this Christmas. Step three of her post was to make sure your website and landing pages are updated for Christmas, so following on from this we have decided to look at some of the ways the big retailers are tackling Christmas on their websites. 

HMV has a new look for the festive season with a winter wonderland backdrop and wintery colour theme. Their best selling products are displayed clearly on the homepage like The Dark Knight Rises DVD and if you’re stuck for gift ideas, they even have an online gift guide.

Product pages on the John Lewis website have everything from images, descriptions, delivery options and returns information to online reviews and even stock updates. They also show products viewed by other customers - ideal for busy mums buying stocking fillers. 

Toys R Us are using their homepage to drive visitors directly to their best deals by cramming it full of promotions and money off deals. Delivery and collect options have also been clearly displayed on the right hand side of the homepage so they can’t be missed. 

Buyagift have given their logo a festive makeover and their best selling products and special offers dominate the homepage giving people the option to browse through them directly.

Asos have dedicated an entire page to Christmas delivery to make sure all their customers know when to place their last orders if they want their order delivered in time for Christmas – they have even included international delivery too.

Tesco have focused their homepage around the last order date for what will be one of their most popular and sought after products this Christmas – the fresh turkey! There is also a call-to-action to buy online. Store opening hours are also listed on the homepage so that nobody gets caught out over Christmas and New Year – essential for any retailers adjusting their opening hours over the festive period.

H. Samuel’s website has a pop up fairy godmother online chat feature – perfect for helping people who are struggling to buy those extra special gifts this Christmas. 

We hope you found some of these examples inspirational if your website isn’t performing as well as you had hoped so far this Christmas.

Back in April AdWords introduced “Account Labels”, a feature that offers account managers the ability to tag campaigns, adgroups, keywords and ads with a label. Labels essentially allow for custom groupings in your account. Once you have set your labels, you can run reports to view the performance of the items that you have grouped together – it’s a simple idea, but it offers lots of useful practical applications when it comes to managing your AdWords account!

Wondering how you can take advantage of this relatively new feature? Here are 4 interesting uses for AdWords labels:

1. Simplify ad testing: Help yourself to carry out A/B tests by labelling your ads to distinguish between differences in ad-copy. For example, you could label ads containing a new promotion in the headline in order to compare click-through-rates with another set of ads with a different offer in the headline. Another idea would be to label ads depending on the destination URL in the ad, allowing you to test the conversion performance of different landing pages.

2. Monitor new keywords: When you add a new trial keyword to your account, try labelling the keyword with a “test” label along with the date it was added to the account and the date you intend to review its performance – this is a great way to keep track of the recent changes you have made without having to refer to your notes or AdWords' bulky change history feature.

3. Compare different keyword themes: Let's say you rent cottages in Dorset. You might run numerous adgroups containing variations of the keywords "dorset break", "dorset holiday" and "dorset weekend." The terms "break", "holiday" and "weekend" might generate very different results for your campaign. Label the keywords with the theme they belong to (i.e. "break", "holiday" or "weekend") so that you can easily compare the performance of those keyword themes across adgroups.

4. Make life easier for your colleagues: If someone else is going to be looking after your account when you are out of the office, label the keywords or adgroups that you want your colleague to keep a particularly close eye on. For example, you might label a campaign with a note to increase the daily budget if it begins to max out before the end of the day.

That's how we've applied our labels, so do let us know if you've developed any unique uses for the AdWords label function!

Christmas is the biggest time of year for many online businesses, and if one of your main sales driving factors is PPC you need to make sure your campaigns are in good shape!

We’ve decided to break the task of Christmas PPC preparation into manageable chunks and each working day, for 12 days before the start of December, we’ll suggest something you can do to optimise your PPC campaigns.

Step One: Data Analysis
Google Trends: Use Google Trends to see how search volumes varied over the course of the last Christmas period for your keywords. Make a note of the key dates and weeks when searches peaked and dropped off.

Products and Sales: Look at the sales data for the 2011 Christmas period. Which items were top sellers? Will they be top sellers again this year? What do you know will be a top seller this year? What’s being promoted by competitors that you stock too? The products you have identified as top sellers, or key sellers, need to be price competitive, available throughout the Christmas period and easy to find on your website.

Keywords & Ads: Review how your keywords and ads performed over the 2011 festive period. What can you take from the data? Did certain keywords do well early in the festive season? Did others flop as it got closer to the big day? Did certain ads outperform others? Remember to look at both the click through and conversion rates of ads. Consider noting down a list of your top ten or top 20 keywords as ‘ones to watch’ throughout the season. Of course, if you have new keywords this year that are likely to be top performers watch these closely instead (or as well).

Conversion Rates: Examine the conversion rates for your campaigns/adgroups/keywords for the 2011 festive period. Were there any trends? For example, were Mondays busy for you like they are for many retailers, or were your best days Fridays? Perhaps you found your conversion rate was much better at the start of December rather than half way through. Whatever you discover make a note of it as it will form part of your bidding and budgeting strategy.

Key Dates: The whole of the Christmas period is super important but there are a couple of famed dates in the Christmas search marketing calendar renowned for being extra busy. These are Black Friday (November 23) and Cyber Monday (November 26).  Take a look at how your campaigns did on Black Friday and Cyber Monday in 2011 (November 25 and November 28 respectively). What can you take from the stats? Were searches up? Were sales up? Were positions down? Make a note of your findings as these will also affect your bidding and budgeting strategy for the Christmas period.

If you are in control of a PPC account without historical data, don’t worry, you can still use Google Trends and find industry reports for your market. If you have a supplier they can perhaps talk to you about what did well in 2011 in terms of products that sold well, or products that they know will be big this year. As long as you’re aware of what might be approaching (like busy days and product trends) then you’re still going to do well, you will just need to be watching everything a touch more closely.

Step Two: Budgets
When planning your budget for the month of December, or the Christmas period, or the quarter containing Christmas, consider these things:

Cyber Monday and Black Friday: Refer back to your notes about performance on these days in 2011. Were they good for you? If so, you might want to make sure your daily budgets are bigger on these days

Christmas Shut Down: If you are shutting down your PPC activity part way through December you will have a shorter time in which to spend your monthly budget, factor this in when calculating daily budgets

Christmas Day & Boxing Day: If Christmas Day and Boxing Day are big days for you, make sure you reserve enough budget to cover these times sufficiently too

Step Three: Website and Landing Page Updates
•    Make your site look festive (but don’t go too crazy, it’s beyond us, but not everyone loves Christmas)
•    Highlight Christmas offers/deals
•    Ensure Christmas delivery times are clear and easy to find
•    Make sure top selling/popular/most-wanted products are easy to find
•    Make sure call to actions are really obvious and not hidden behind any baubles or other Christmas paraphernalia!
•    Make sure your exchange and returns information is clear and easy to find. If you have an extended returns policy for Christmas, highlight this as people will be interested in it
•    If you deliver very close to Christmas Eve/Day then make this super-clear – many people will shop at the very last minute when they know they can
•    If you offer bundles of products or related products at the checkout make sure you’re making the most of this. Shopping online is very convenient and if someone can buy 10 presents and all the bits and bobs to wrap them with, then they most likely will so don’t miss out on the opportunity

Step Four: Top Performing Ads
Stage One
This involves looking at your notes on last year’s ad performance and ensuring the ads that are live in your account now are the ones that did well last year. Ads accrue their own ‘history’ so good CTRs in 2011 will count for something this year too.

Look at the ads you’ve noted down as last year's top performers, can you see patterns within them, for example do they all mention ‘24 hour delivery’, or did they talk about buying online to 'avoid the hustle and bustle of the shops’? Incorporate what worked well into any new ad text you create. Of course, do test new ad text varieties, but do learn from what didn’t work well last year. Also, remember to include the obvious ad best practices like featuring special offers, calls to action and so on.

Another important thing to note is to make sure all your ads are approved and up and running in time for your key dates! This means not adding dozens of new ads at 9am on Cyber Monday. You never know, the Google team might all be in training on your important day and unavailable to approve ad text. Your new ads could sit in an ‘under review’ state for hours meaning they’re not showing much (or at all) and you will lose out on sales!

Stage Two
Review ad text performance (once you have enough data) and pause/add ads as you see fit.

As it gets closer to your delivery cut off date(s), consider mentioning this. It can create a sense of urgency and increase sales. Do note what your competitors are doing aswell though, if you are the only one not delivering after December 14th you will look unappealing alongside them, so don’t mention it.

You could also think about adding a kind of Christmas countdown to your ads, like “Only A Few Days Left Until She Expects That Great Gift”. You probably won't want to be adding new ad text to your account daily so keep references to ‘time’ generic, for example “under a week to go”, “only a few days to go” and so on.

Step Five: Keywords & Bids
•    Use your keyword performance analysis (which you've already put together) when deciding on CPC bids for keywords. If a certain group of keywords consistently did well over the 2011 Christmas period consider setting higher CPCs for these keywords to gain good positions this year too
•    Competition can vary from one day to the next over the busy festive period so watch positions closely on a daily basis
•    Due to the amount of competition you're likely to face at this time of year you might have to bid considerably more than usual to maintain positions - so watch out for this
•    Ensure your keyword lists have been expanded to cover Christmas-related searches, or enable last year’s Christmas keywords. Remember to keep Christmas keywords grouped together in tightly themed adgroups, this will allow you to write highly targeted ad text and achieve high quality scores

Step Six: Google Shopping and Product Listing Ads

Make sure your Google Merchant feed is up-to-date and that your PLAs are set up and optimised ready for the Christmas rush. Look out for any errors or products not inserted into the Google Feed, and then clean up any issues as soon as you can.

Remember not to bundle all your PLAs into one place, instead split them out into different adgroups differentiated by product_type, for example. This will allow you to monitor the performance of the PLAs more accurately and you’ll be able to adjust your bidding according to performance.

By making sure your PLAs and Google Merchant Feed is well optimised will mean more ad "real estate" for you!

Step Seven: Mobile

Consider updating your mobile PPC strategy (if you have one) for the Christmas period. If people are browsing your site on smart phones before buying in-store or from a desktop or laptop PC, ensure it is easy for them to do so. Make products, prices, contact info, delivery times and opening hours really easy to find.

If you are not targeting mobile or tablet devices, consider doing so. If your site is not mobile-friendly you could still target tablet devices as most sites will render OK on these (do check this out though).

Also remember to make sure your click-to-call extensions are enabled if you’re running mobile campaigns!

Step Eight: Ad Scheduling
If you cannot deliver products past a certain date in December you may need to pause your advertising; ad scheduling is a convenient way to do this. It might be that different product ranges can be delivered up to different dates, if this is the case set up reminders to ensure the different parts of your advertising is paused at the right times. Leaving your advertising running when you can’t deliver gifts in time will lead to disgruntled customers and lower conversion rates over the holiday season.
Also, if you receive a lot of calls as a result of your PPC advertising, and have not already done so, you might want to pause your advertising during your out of office hours and focus your budget on the times of day when you can talk to people.

Ad scheduling is useful when you have call extensions enabled too. For example, if you close at 8pm you might want to shut down ads with call extensions at this time as you won’t want to disappoint people by encouraging them to call a closed shop/business.

Step Nine: Sitelinks
Update your sitelinks for Christmas. If you have any special offers or products you’re promoting – link to them via your sitelinks. You may even link to your Christmas delivery details, wrapping service or January sale previews. Having good sitelinks in place can make it easier for customers to find what they're looking for!

Step 10: Keep Checking and Reviewing Ad, Keyword and Sales Data
This is an obvious one, but keep a really close eye on everything including your keywords, ads, sales and conversion rates throughout the Christmas period. Doing this means if something within your campaign suddenly drops off you will be in the best position to notice it as soon as possible and recover from any dips.

If something has dropped off it might be because an item has gone out of stock, a competitor has an unbeatable offer or maybe your position has decreased.

Step 11: Think Ahead to After Christmas and New Year
Throughout December make sure you take the time to look ahead to the campaigns you’ll be running after Christmas. Are the Boxing Day/January sales a big deal for your business? If so, have you got new ad text approved and ready to go?  Make sure your keywords are up to date and that website changes are ready to go/in place.

You could also consider previewing your up and coming "sales" within newsletters and/or mentions on your website, but remember not to distract people from buying during your critical Christmas times though.

Step 12: Other Post-Christmas Ideas
If all of your PPC activity was shut down over Christmas remember to set reminders for when you get back to work. These reminders might include:
•    Reduce CPCs to pre-Christmas levels
•    Pause ads that mention ‘Christmas gifts’ (remember to extend these checks to your sitelinks too). You may also need to perform some landing page checks. For example, some of your ads may have used a special Christmas landing page
•    Update your website to reflect current sales and/or offers where applicable. This should be done as soon as necessary; it might not be able to wait until the first week of January when you return to the offce
•    Update keyword lists to include seasonal phrases such as “January sales” (if relevant) and/or pause keywords that centre around “Christmas gifts”

The results of an online marketing campaign are greatly influenced by the quality, design and content of landing pages.

A great set of carefully chosen PPC keywords and well optimised ad text will only get you so far. If your website landing pages do not meet your visitors’ expectations for one reason or another, your campaign will most certainly suffer.

Even if you are confident your current landing pages are performing well, optimising them by performing landing page tests could see them do even better.

This blog post will suggest some landing page tests you can do, how long to run the tests for, how to know if they’ve worked and how to build on the test findings.

Before You Start
Goals
As is the case with any marketing effort, offline or online, you need to define what you hope to achieve from your landing page tests. Your goal might be to increase the landing page conversion rate or perhaps your goal is to reduce the page bounce rate.

Types of Tests
There are typically two types of landing pages tests you can do. With A/B tests an alternative version of a landing page is created. This alternative/new page is showed to a certain percentage of the page visitors. So for example, you might show the original landing page to 50% of the URL visitors, the remaining 50% would see the new version of the landing page. If you wanted an experiment to be less risky, you could show the new/alternative landing page to only 20% of the URL visitors.

With multivariate tests different versions of the landing page are not shown, instead these experiments test different elements on the page. So for example, your visitors will all visit the same page URL but 50% of them might see an orange call to action button, whereas the other 50% might see a green call to action button.  And 50% of visitors might see the button (of whatever colour) in position A, and the other 50% in position B.  In such a test, two variables (button colour and location) are being tested simultaneously.

Choosing and Using a Testing System
There are a number of free and paid for systems available that allow you to perform landing page tests. Using a testing system will enable you to more easily measure results. Also, these systems use cookies which mean a person will always see the same version of your page which is good for consistency purposes.

Don’t Do Too Much At Once
If you are running A/B style tests it’s a good idea to change only one item of a page on each page variation. So for example, you may be running an A/B test where you have your original page and then two variations of it. On the first alternative page variation you might just change the page heading and nothing else. On the second alternative page you might just change the position of your call to action button and nothing else. If either of the alternative page variations performs well you will be able to easily assign the page change to the performance change. If you change too much on your new page design and the page performance completely drops off you won’t know what the specific cause of the drop off was.

What to Test?
There are a huge number of things you could test on a landing page. This list gives you some basic ideas.

• Call To Action
• The shape of the button
• The colour of the button
• The size of the button
• The call to action text e.g. “Buy Now” versus “Proceed to Checkout”
• Where the call to action resides on the page, you could test placing it higher up on versus lower down on the page

• Page Layout
• Move items on the current page around, for example, give images more prominence or make videos less prominent
• Try shorter or longer landing pages. Depending on your industry/product/service there might be a need for more or less information on a page

• Conversion Process
• Shorter forms
• One page versus two page conversion forms

• Page Content
• Headings: Test different text, fonts, colours, sizes and positioning
• Images: Test larger images, smaller images and test these with less or more prominence. Test images that do or do not contain people, add industry logos if applicable and test giving these more prominence
• Videos: Try adding videos to a page, test video prominence or try testing user videos versus stock videos
• Page body copy: Try increasing the amount of copy, test laying out text in a bullet pointed form, test the page text - for example try different introductions or talk about features and benefits rather than just product facts
  
  

The tests above can be implemented without any site rebranding; this is why we’ve not suggested changing complete colour schemes. This is something that needs some careful consideration.

How Long Should You Run a Test For?
This depends on the amount of traffic your page/test receives. If a test was implemented on a page that receives tens of thousands of visits a day, after a day you may know if a test has worked or not. You need a significant amount of traffic to truly know whether a test has worked.

However, remember to consider any external influencing factors and how these might impact upon your landing page tests. For example, if you know on Mondays more people buy from your website than they do on other days, it would not be a good to idea to run the test on a Monday alone, no matter how many visits the page gets.

Also remember to make a note if you have any special offers alongside your landing page tests. Offers, like discounts, will affect conversion rates without any landing page changes.

If you have a long conversion pipeline then this should be factored into your decision making too.

Measuring Results
Results can be measured by not only using the landing page testing system but by also using any website analytics packages you have. You can see if the alternative URLs lead to different user behaviours like a longer time spent on the website.

What Next?
Rinse and repeat! Once you’ve found out what has worked implement it on your site and monitor it. Remember to make a note of what changes you implement (and when), this will help you when you look back at your stats. You can then go on to test further page changes alongside the new implementations to make for even better landing pages!

If the landing page tests appear to have made no difference to the performance stats - don’t give up! Consider testing more radical landing page changes and keep going until you find something that works.