Landing pages are vital to ensuring your digital marketing campaign actually produces quantifiable results. They help prove effectiveness of your campaign, capture data on leads, and guide the customer towards your calls to action. The data you capture through landing pages provides you contacts and profiles of people to enable you to send them customized nurturing, marketing and sales messages.

Establishing such large-scale personal relationships through marketing automation helps you maximize revenue with minimal effort. And it all starts with an optimized landing page.

Landing pages need to be optimized to become the winning combination of headlines, SEO, form fields and content that lead to the greatest amount of visitor activity that indicates buying interest.

An effective way to optimize landing pages is through A/B testing, one of the fastest methods to learn more about your visitors and their preferences. A/B tests determine which changes to the current design of a page produce positive results. This helps you decide quantitatively which new design or change would improve your conversion rate before you incorporate it in your site code.

Drupal 7 has some enterprise proven modules that will help you to do A/B testing for your site. Two examples of such Drupal modules are:

Multivariate module

The Multivariate module is created especially for Drupal platforms, for which it is it more powerful than many external solutions. A/B tests done through this module can take direct control of your Drupal platform and manipulate processes, simplifying workflows.

Salient functions and features:

Simple test-setting interface minimizes time and effort.
Multiple test cases can be parallelly run. 
Success is measured the instant the success condition is met.
Visitor is assigned the desired variant (interface/page) automatically the moment your test condition is met.

Example of A/B testing using the multivariate module:

Say you want to test if a bigger registration link on the home page will increase the number of people who sign up for the site. In just 5 or 6 rapid steps on the simple Multivariate interface, you can set up an A/B test such that anonymous users hitting the home page see one of these two variations:

  The default homepage                      The modified homepage
ab_control.pngab_challenger.png

You can now get speedy reports that help you see if the enlarged "Create new account" link has been clicked on more often than the smaller one on the default page. 

Convert module

The Convert module does all the testing at convert.com. The tracking is done by your Drupal platform. If you have the budget for a pro option, convert module will give you great support with a large enterprise infrastructure.

Salient functions and features:

No coding knowledge required for A/B testing
Seamless integration with Google Analytics - can test large groups of dynamic pages
Live stats and unlimited tests on each account
One snippet of code for the entire site is sufficient, no need for repeated tagging
Stoppage of variations that hurt your conversion with reports and warnings

Tweaks to these modules can be made by your Drupal expert. Additionally, all these modules would serve as useful baselines should you require the creation of a new module for your specific testing needs.

Reference: https://www.drupal.org/node/2087977

Valuebound is a leading Drupal development company providing enterprise Drupal web solutions. To help you with landing page optimization for your upcoming project, contact us.

 

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