I can’t hammer it home enough, especially in these economic times when consumers are still searching online, but spending less – landing page optimization is key!
And with free tools like Google’s Website Optimizer available to all AdWords advertisers, what reasons do you really have NOT to test?
In his article, “Landing Page Optimization Pitfall — Not Collecting Enough Data“, Tim Ash discusses the hazards of mismeasurement and small sample sizes:
“…too many landing page tests are decided with inappropriately small data samples. And remember that your sample size should be expressed in the number of conversion actions, and not in the number of unique visitors.”
This rings true not only for testing landing pages, but ads and keywords as well. You always want to ensure that you’ve collected enough statistically significant data for each landing page, ad and keyword to know how they effect your campaign’s performance and your bottom line.