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Testing. Testing. 1, 2, 3

The perfect landing page!  Is such a thing possible?  Or is it more akin to the gold at the end of the rainbow?  Landing page best practices can help you improve your conversion rate.  However, you will not realize a maximum number of conversions without testing.  The beauty of testing is that the user through his/her behavior can tell you what works well and what does not.

Ultimately, CPO [1] (Conversion Path Optimization) is all about user experience.  If the user is not comfortable with your web design, content, or conversion path, then they will not be comfortable with converting on your web page.  So how do you determine the user friendliness of your website?  Fortunately for data junkies like you and me,  nearly every action a user performs or does not perform can be measured.  You do not need to spend thousands of dollars and hundreds of hours on focus groups to gather this information. Rather, let the data that you have gathered so diligently drive your decision.

You should be constantly testing.  What works now may only be applicable for the time being.  The market is constantly shifting, and so are the moods and perspectives of your target audience.  Instead of guessing what works best on your webpage, let the user tell you.  Test and find out!

About Sam Kang

Sam Kang is an Account Manager and Analyst for the much esteemed CPO group at TSA. He thrives under pressure and always delivers in the clutch! Now, if only those same skills translated to the basketball courts…