Disrupter School Guidebook: How to Test Landing Pages Properly

Improving the landing page can make a significant and sustainable change in your business

Conversion rate optimization is a vital scale

So let’s live into how to do it properly

It’s far too many people are still doing this in a way that doesn’t actually make any sense

If we are relying on Facebook to drive traffic to our landing page that we’re going to be testing…

Then we cannot realistically expect that test to be meaningful if we are using targeting audiences that we do not leverage indefinitely

Change the audience, ruin the test
When you are conducting a test of a landing page,
you need to have a control element somewhere in this experiment

If you’re testing a landing page with an ad that you don’t know how it will perform…

Then you’re really testing the combination of that add to that landing page
We really have to decide, are we testing an ad or are we testing a landing page

Even if an ad is identical to an existing post ID that is running, exact same creative & copy
The fact that it is a new post ID with no data, going to a new landing page with no data…
Is important!

Executionally,
When running a brand new post ID that is made up with the exact same elements as an existing post ID that has a lot of data…

We are creating an audience overlap that fundamentally cripples the ability to take actionable insight in the data from our test

Let’s say that our low confidence and highly volatile test produces something that is determined as a winner

Because we are chasing individual isolated use cases, by making individual ads to new landing pages

The ability to leverage this win is tremendously crippled at scale

Having a standard operating procedure, with a standardized reporting flow & the ability to analyze data overtime, is essential when trying to make meaningful tests to improve your business

So let’s dive into what I’ve done to scale $50 a day brands & 7fig a month SAAS businesses

We need to start our test with a small percentage because we do not want to risk our status quo performance unlike could potentially be a really bad investment.

Execute each test the same way, so that all the results are comparable historically

This is also vital long-term

Our goal here as we increase the percentage of traffic that is going to a new page after the click…

Is to see our performance continue to be as good or better than our control environment

If so we can keep pushing
There is an argument to be said that small and steady improvement is a path to long-term success…
I’m not here to dispute that

I’m here to say that truly meaningful change happens by making truly meaningful changes

You can’t move mountains
If you’re worried about the pebbles

It is incredibly important to have a substantially better conversion rate when changing landing pages during these tests.

There are a lot of variables that go into the conversion rate, and we need to have enough of a margin to accommodate for changes that occur after an ad click

The honest truth is that Facebook is never 100% of the traffic that anyone product page ever gets

Regardless of the landing page strategy that we use, VSL‘s or testimonials, product pages or quizzes etc.… Users are landing there in a plethora of ways

Because we don’t want to make an extremely diverse array of ads and landing pages with dozens of customer journeys across multiple platforms that is effectively impossible to manage…

We need a margin of success to accommodate unforeseen negative impacts and to be meaningful

Incremental change can be very helpful

However, when trying to truly move the needle, and make significant improvements in our business, with something as wide and its impact as a landing page that we are sending the majority of our traffic to

We need significant differences

Continuity is essential

We can try to find the best landing page
for each individual ad
in each individual audience
with each individual platform
for each individual product
for each individual campaign
for each individual effort

And we would be wasting our time

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