Landing Page Testing - The New Low Hanging Fruit

I recently came across a Marketing Sherpa chart that shows the effort and effectiveness of PPC tactics. While reading it, I was reminded of the saying ”go after low hanging fruit first”. In PPC marketing, I consider low hanging fruit anything a marketer can do within a tool’s interface. This would cover testing ad copy, creating targeted adgroups, refining bidding, geo targeting, etc. Basically anything a highly skilled PPC marketer can do with self-service tools and data analysis.

I consider anything that a marketer needs help with, “higher up fruit”. Traditionally that would be AB testing landing page content and improving landing page load times. In both cases, the marketer needs help from IT. The chart also highlights landing page testing as the second most effective PPC tactic. This can lead to frustration of not being able to reach that large piece of fruit at the top of the tree.

This pain reminds me the value of landing page testing software such as Performable CMS. This software allows you to quickly and easily test variations of landing pages, create new content and pages when necessary, and never worry about load times.

I encourage any marketer who hasn’t considered landing page testing software to give it a try. As Marketing Sherpa highlights, it is very effective and with testing tools it is easy to do.

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