How do you test value propositions for landing pages?

1 Choose a value proposition to test

The first step is to choose a value proposition that you want to test on your landing page. You can use different sources of inspiration, such as customer feedback, competitor analysis, market research, or your own intuition. However, you should avoid choosing a value proposition that is too vague, generic, or irrelevant for your target audience. Instead, focus on a value proposition that is specific, unique, and relevant for your customer's pain points, needs, and desires. For example, instead of saying "We offer the best online courses", you could say "Learn from the experts in your field with our interactive and engaging online courses".

2 Create two versions of your landing page

The next step is to create two versions of your landing page, one with your original value proposition and one with the new value proposition that you want to test. You can use a landing page builder tool, such as Unbounce or Leadpages, to create and edit your landing pages easily. Make sure that the only difference between the two versions is the value proposition, and that everything else is identical, such as the design, layout, headline, call to action, and form. This way, you can isolate the effect of the value proposition on your conversion rate and lead generation.

3 Set up a Google Ads campaign

The third step is to set up a Google Ads campaign to drive traffic to your landing pages. You can use Google Ads to create and manage your online advertising campaigns on Google's search and display networks. You can choose keywords, audiences, locations, budgets, and bids for your ads, and track their performance and results. To test your value propositions, you need to create two ad groups, one for each landing page version. You can use the same keywords, bids, and settings for both ad groups, but make sure that the ad copy matches the value proposition of each landing page. For example, if your new value proposition is "Learn from the experts in your field with our interactive and engaging online courses", your ad copy could say something like "Want to learn from the experts in your field? Join our interactive and engaging online courses today".

4 Set up a Google Analytics goal

The fourth step is to set up a Google Analytics goal to measure the conversions and leads from your landing pages. Google Analytics is a web analytics tool that helps you understand how visitors interact with your website and landing pages. You can use Google Analytics to set up goals, which are actions that you want your visitors to take on your landing pages, such as filling out a form, downloading a resource, or signing up for a trial. To set up a goal, you need to go to the admin section of your Google Analytics account, and select the goals option under the view column. Then, you need to create a new goal, and choose the type of goal that matches your landing page objective. For example, if your landing page has a form that collects leads, you can choose the destination type of goal, and enter the URL of the thank you page that appears after the form submission. You can also assign a value to your goal, which is the estimated revenue or profit that each lead generates for your business.

5 Run and analyze the experiment

The final step is to run and analyze the experiment to compare the performance of your value propositions. You can run the experiment for as long as you need, depending on your budget, traffic, and confidence level. However, a good rule of thumb is to run the experiment for at least two weeks, or until you have at least 100 conversions per landing page version. This will help you avoid statistical errors and anomalies, and ensure that your results are reliable and valid. To analyze the experiment, you need to go to the Google Ads interface, and select the campaigns option from the left menu. Then, you need to select the campaign that you created for your landing pages, and click on the segments option from the top menu. From there, you can choose the landing page option, and see the data for each landing page version, such as impressions, clicks, conversions, and cost per conversion. You can also go to the Google Analytics interface, and select the conversions option from the left menu. Then, you can select the goals option, and choose the goal that you created for your landing pages. From there, you can see the data for each landing page version, such as goal completions, goal value, and goal conversion rate. By comparing the data from both sources, you can determine which value proposition performs better, and use it to optimize your landing page and lead generation.

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?