Oddly enough, when I’ve talked to website owners about increasing traffic to their websites, optimization of landing pages rarely is a topic of great concern. For the standard website owner, getting more traffic to the site is usually the very first thing they think about and want. They figure more traffic equals more sales which means eventually swimming around in a pool full of money like Scrooge McDuck.
This could be you.
While I agree that more traffic is generally a good thing, how can you be sure people are doing what you want them to do when they get to your site? Of course, Google Analytics gives you a wide variety of in-depth data to get lost in, but it really only paints a top level picture of your user behavior.
Lucky for us, there are a multitude of tools out there that allow you to test out multiple ideas on multiple landing pages to analyze the impact these changes have on conversion data. For all you know, changing that blue “Order Now!” button to a green button might increase your conversion rate by 10,000% (results are not typical and may vary by individual.)
Here are 5 awesome tools to get you started on doing some amazing testing for your website.
This sexy online application allows you to very easily test out multiple versions of your landing pages and see results that are easily digestible. The nice thing about Optimizely is that you don’t need to know any coding to make variations of your pages so you can quite simply toss up a variation without issue.
Of course, knowing some coding will allow you to make more drastic changes to the page should you need to, but it also gives you the ability to make these changes through an HTML editor if you feel so inclined.
The reports are very clean and show you which landing page resulted in the most number of conversions. You can also compare landing pages to one another to see how they stack up.
Optimizely is not a free service, but the pricing is pretty moderate and they do allow you to mess around with your pages for free to see how it works.
Google Content Experiments
Google used to provide Google Website Optimizer, but this feature has been rolled in to a new-ish addition to analytics called Google Content Experiments. This feature allows you to quickly set up a landing page test similar to Optimizely, but using your existing goals in Google Analytics as the comparison metrics.
With this tool, you set up two different landing pages on your website and tell Google Analytics which pages to look at to compare metrics. With this tool, you have to have access to your website and must create the variations of landing pages on your own. It requires knowledge of creating landing pages (whether hard-coded or through the use of a CMS) and requires the implementation of an experiment code on your landing page.
It is not as easy to use as Optimizely, but integrates seamlessly with your Google Analytics data and, bonus, it’s free.
This tool started off as a great way to see how users interact with specific pages on your site through the use of heatmapping. Clicktale uses a snippet of code on your website landing pages to show:
- How visitors move their mouse on your website
- Where visitors click most often
- How far down the page they generally scroll
- Visitor attention to specific parts of your pages
The nice thing about Clicktale is how visual the comparisons are. You can get a very quick glimpse in to areas on your landing pages that are completely lacking attention. You can even compare two pages’ heatmaps to see how they compare to one another
Use this tool in conjunction with an A/B or multivariate tester to see visually how or why your customers may have converted better on one page over another.
Additionally, Clicktale also allows you to creepily view specific user recordings so you can watch exactly how users used your website. This can be a great way to identify points of confusion or to kill hours of your time watching random strangers browse your site. Either way.
They do have a free plan, but larger sites will have to upgrade to one of their premium packages to view all data. They go by pageviews, so the more pageviews you have the more you’ll have to pay. It’s just business.
Crazy Egg is the “original heatmapping technology.” They are a competitor of Clicktale and also provide heatmapping analysis of your web pages. It can be a great way to pinpoint hotspots on your website and see where your visitors are getting lost (similar to Clicktale as well.)
This tool is actually more affordable than Clicktale due to its lack of extensive features, but if you are strictly looking for heatmapping to compliment your testing, this is the tool for you.
Check out this sweet explainer video:
Visual Website Optimizer
Quite similar to the other A/B testing applications above, Visual Website Optimizer is a very powerful testing tool that offers a large suite of services for integration in to your testing.
While it is not as cheap as using some of the less expensive options above, it does offer almost everything you need under one application:
- A/B testing
- Multivariate testing
- Split URL testing
- Usability testing
- Easy to use landing page editor
- Generous reporting
While you could probably get most of this information by using a less expensive heatmapping tool in conjunction with a free service like Google Content Experiments, their focus on education and teaching customers about testing is a great way to get in-depth soup to nuts website testing going immediately.
Here’s another sweet explainer video for you: