Posted in Landing Page Optimization	July 11, 2006

By Kim Mateus, Managing Editor Mequoda Daily and Library

The Taguchi method of landing page testing identifies the following factors or variables that are worth testing on any given landing page:

1. Headline
2. Image or Graphic
3. Logo Configuration
4. Form Position
5. Greeting
6. Body Copy
7. Scarcity Element

David Bullock of Results-Squared shared a landing page test his company conducted recently at Mequoda's Landing Page Driven Internet Marketing pre-conference NEPA workshop. The landing page test was for a company that sells bookkeeping training and home business opportunity products.

The images he tested were:

1. Image of DVD
2. Image of Smart, Successful Woman
3. Image of Happy Couple

The image of the smart, successful woman crushed the other two images, which is a typical result, but should always be tested.

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A successful copywriter will always suggest a landing page graphic test when he hands you his copy. Bob Bly, in a recent landing page review for the Mequoda Library, noted how he'd test the graphic on RocketFrench.com, which promises prospects mastery of the French language.

Currently, the page displays a cartoon image of a woman, which Bob dislikes. If he were the copywriter on the job, he'd have split tested three different images: a) a photo of the program's creator, b) a photo of the product and c) a photo of a young, attractive couple sitting in a café in Paris, speaking French to the waitress.

The point of the story? Never guess, always test.

Mequoda Library Members Only: If you're a Mequoda Library member, reference Bob's entire chapter, RocketFrench.com Landing Page Review. Or check the full Table of Contents for Best & Worst Sales Letter Landing Pages 2007.

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