How do you test and optimize your landing pages for different devices and browsers?

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Landing pages are crucial for your search advertising campaigns, as they can influence your quality score, conversion rate, and return on investment. However, not all landing pages are created equal for different devices and browsers. How do you test and optimize your landing pages for different devices and browsers? Here are some tips to help you improve your landing page performance across various platforms and user preferences.

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1 Use responsive design

Responsive design is a web design technique that adapts your landing page layout, content, and images to fit the screen size and orientation of the device that your visitors are using. Responsive design can help you deliver a consistent and user-friendly experience to your potential customers, regardless of whether they are using a desktop, laptop, tablet, or smartphone. Responsive design can also help you avoid duplicate content issues and reduce your page load time, which can affect your SEO and quality score.

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2 Test your landing page speed

Page speed is another important factor that can affect your landing page performance and user satisfaction. A slow-loading landing page can frustrate your visitors, increase your bounce rate, and lower your conversion rate. Page speed can also affect your quality score and ad rank, as Google considers it a signal of user experience and relevance. To test your landing page speed, you can use tools like Google PageSpeed Insights, GTmetrix, or Pingdom, which can measure your page load time, identify performance issues, and provide optimization suggestions.

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3 Optimize your landing page content

Content is the core of your landing page, as it conveys your value proposition, benefits, and call to action to your visitors. To optimize your landing page content for different devices and browsers, you need to make sure that your content is clear, concise, and compelling. You also need to use headlines, subheadings, bullet points, and images to break up your text and make it easy to scan and digest. Furthermore, you need to use keywords and phrases that match your ad copy and search intent, as well as use a clear and visible call to action button that encourages your visitors to take the next step.

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Robert Fussi

Unleashing Business Potential & Driving Growth with Tailored Online Performance Marketing Expertise | Google Ads Innovator | Leading in Conversion Rate Optimization & Fueling Growth
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First and foremost: Focus on optimizing the "Above the Fold" section. This is what 99.99% of your visitors see first and decide if they will keep scrolling. If they don’t, nothing below will matter. Think of your webpage as a first date – the above-the-fold section is your first impression. If you don’t wow them here, there won’t be a second date. Ensure your headline, subheadline/slogan, key bullet points (3 or 5), testimonial(s), trust symbols, and especially your CTA are visible. Your visual hierarchy should make these elements shine like a star attraction. And don’t forget mobile users! Designing only for desktop is like prepping for a face-to-face date but showing up to a video call in pajamas. Keep it sharp everywhere!

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4 Use A/B testing and analytics

A/B testing and analytics are essential tools for testing and optimizing your landing pages for different devices and browsers. A/B testing allows you to compare two or more versions of your landing page to see which one performs better in terms of conversions, clicks, or other metrics. You can test different elements of your landing page, such as headlines, images, colors, layout, or copy, to find out what works best for your target audience and campaign goals. Analytics allows you to track and measure your landing page performance, such as traffic sources, bounce rate, conversion rate, or device and browser breakdown. You can use tools like Google Analytics, Google Optimize, or Unbounce to conduct A/B testing and analytics for your landing pages.

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Oliver Walker

Managing Director of Hookflash | PMW Powerlist 2024 | Helping Organisations Get More From Their Websites Through Analytics, SEO and Experimentation
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The really cool thing with combining A/B testing and analytics is that you can both target experiments at specific groups of users, i.e. those on a certain device or browser, and you can segment results. So when it comes to optimising landing pages for device or browser... you don't even need to break stride with your current testing program. Just be sure to segment the results of your ongoing program to understand whether certain variations perform differently across those devices and browsers.

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5 Follow best practices and guidelines

To create and optimize your landing pages for different devices and browsers, you should follow some best practices and guidelines. This includes aligning your landing page with your ad campaign objectives and keywords, using HTTPS and SSL certificates for security, avoiding pop-ups, redirects, or excessive links that can be distracting or annoying, having a consistent and professional design, providing clear navigation and contact information, using mobile-friendly fonts, buttons, and forms, and testing your landing pages on different devices and browsers before launching them. By doing this, you can ensure that your search advertising results are improved.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ryan Jack

Custom Marketing Solutions = Powerful Results
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Ensuring ADA compliance is crucial when testing landing pages on various devices and browsers. It guarantees that your pages are accessible to all visitors, including those with disabilities. Mobile device testing should consider button and link size, spacing, and contrast and color choices. Browser testing requires adhering to accessibility guidelines such as semantic HTML and providing proper alt text for images.

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How do you test and optimize your landing pages for different devices and browsers?

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1 Use responsive design

2 Test your landing page speed

3 Optimize your landing page content

4 Use A/B testing and analytics

5 Follow best practices and guidelines

6 Here’s what else to consider

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