How to Test Your Landing Pages in HubSpot [Concept of the Week]
Happy Monday everyone! Hope you all had a great weekend. I want to quickly explain how to create a simple landing page test in HubSpot. A landing page is a website page that includes a web form. Its primary goal is to generate leads.
Landing pages are something we highly recommend you test because they are very important to get right. You shouldn’t start to test landing pages until you have some of your own benchmark data. Initially your landing pages will probably get anywhere from a 5% to 25% conversion rate.
After you get your first set of data you now can set up a test. Your homepage should have several calls to action that probably get a lot of views and clicks. It’s a perfect vehicle to test your landing page. The goal is to try to beat your benchmark conersion rate for the landing page.
To test your landing pages in HubSpot you need to create two variations of the landing page. Create two duplicates of the landing page that you want to test.
One duplicate should be left exactly the same as the original. Take the other duplicate and change one element to test. You only want to change one element so you know exactly what caused a different conversion rate. Some elements you can change and test are:
- Number of form fields
- Form questions
The other thing you need to create is a call to action test group using the Call to Action app under the Create tab. Use the same call to action with both landing pages so you know it was the landing page that caused a different conversion rate. Link each call to action to one of the duplicated landing pages. The app will automatically split the traffic between each call to action, therefore splitting the traffic to each landing page.
You can use this free calculator to determine if the test results were significant. It’s important to get a large sample size to make the test significant. That’s why I like using a call to action on your homepage to initially test a landing page because of the amount of traffic a homepage receives.
What landing page elements are you going to test?