Is your landing page experiencing low traffic? Learn how to make effective to your changes to your landing pages when A/B testing isn’t an option.

1. Effective Changes to a
Low-Traffic Landing Page
HOW TO MAKE

2. Getting to A/B Testing
Many of our clients have come across a similar
problem: they want to make effective changes
to their landing pages but the pages aren’t
driving enough traffic for A/B testing. For A/B
testing to show useful data about what your
visitors prefer, you need a statistically
significant sample size, which is often a problem
for smaller businesses and companies with
quieter digital presences. If you want to use
helpful A/B testing but aren’t drawing in
enough visitors to create timely results, here are
a few smart changes that you can make.
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3. Getting to A/B Testing
How to Make Effective
Changes to a Low-Traffic
Landing Page
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4. Think About Conversions,
Not Traffic
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5. Think About Conversions,
Not Traffic
It’s easy to make everything about traffic to your landing page, but remember what you
really want are conversions. Pick an ideal conversion, like a fill-out form or a move on to a
particular product page. This will then help inform the design of your landing page. Work
on weeding out all the parts – both data and design – of your landing page that detract
from your primary conversion goal. There’s nothing wrong with having your whole page
be a simple request for customer information, for example.
The key is to test for very specific conversions instead of using broad “landing page =
sales” or “traffic = good” language. Maybe you want visitors to stay on the page longer.
Maybe you want them to find out more about products via a certain link. Drill down to
your specific conversions. This makes it easier to find a sample size and get accurate A/B
results, or to use an A/B-lite tool like split testing and campaign experiments.
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6. Use Sample Size
Calculations
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7. Use Sample Size
Calculations
While this isn’t a landing page change per se, it is a very important starting place in the
redesign process: You need to find out how many visitors you actually need for an
effective sample size. There are general rules of thumb – such as around 5,000 visitors
per week for good A/B results – but we suggest you find a useful sample size calculator
to find out just how many visits you need for your particular goals, AND how long the
testing should run in ideal circumstances. This gives you something to aim for.
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8. Optimize Your Keywords
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9. Optimize Your Keywords
When A/B testing isn’t an option, go back to your keywords as a way to drive more traffic
to your landing page. It’s a best practice that your landing pages should minimize text and
feature only what is necessary and enticing. And when it comes to choosing your few
words, it’s important to choose wisely: Try scanning Twitter hashtags and using the
AdWords keyword tool before you move onto A/B testing. This should give you several
keywords and phrases that have a better chance at drawing in visitors and decreasing
your bounce rate for better sample sizes. A little research can go a long way!
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11. Website: www.sevenatoms.com | Phone: 415.513.0435 | Email: info@sevenatoms.com
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