Are you looking for a way to optimize your landing pages in Pardot? One of the most effective methods to achieve this is by conducting multivariate testing. This testing process involves creating multiple versions of your landing page and testing them against each other to determine which one performs better. In this article, we will explore how to conduct landing page multivariate testing in Pardot, step by step.
Step 1: Set Clear Goals and Metrics
Before diving into the testing process, you must establish your goals and determine what metrics you will use to measure success. Whether you want to increase the number of leads, improve conversion rates, or achieve a different objective, setting clear goals and defining measurable metrics will allow you to monitor the performance of each variation of your landing page.
Step 2: Create Variations of Your Landing Page
After setting your goals and metrics, it’s time to create multiple versions of your landing page. The variations you create should differ in design, messaging, and layout, among other aspects. Keep in mind that your landing page should remain consistent with your brand image and messaging, and the changes you make should align with your goals.
For instance, if you want to increase the number of form submissions, you can try different form placements, form fields, or form designs. If your goal is to improve engagement, you can test different headlines, images, and call-to-actions.
To create your landing pages go to “Content” in the main menu. Then select “landing pages” from the side menu and click on the blue “Add Landing Page” button. You will need to create at least two landing pages for your multivariate test.
Step 3: Navigate to Multivariate Tests
To create a multivariate test in Pardot, navigate to the “Content” tab and click on “Multivariate Test”.
Step 4: Add the details for the Multivariate Test
Choose a name for your Multivariate Test. Select a campaign to connect the test with and place it in an appropriate folder.
Step 5: Choose a Vanity URL
The vanity URL is where you will point your prospects towards.
Step 6: Add your landing pages
Choose the landing pages that you want to test as part of your multivariate test. Select what percentage of the prospects you direct via your vanity URL should land on each of the landing pages.
Step 5: Launch Your Test
Now it’s time to launch your test. Pardot will distribute traffic evenly among the variations you selected. Click on the blue “Create multivariate test”.
Step 6: Analyze Your Results
After your test has run for the desired duration, you can analyze the results to determine the best-performing variation.
Step 7: Implement the Winning Variation
Once you’ve determined the best-performing variation, it’s time to implement it as your new landing page. You can do this by copying the winning variation and editing the original landing page to include the changes you made.
Best Practices for Landing Page Multivariate Testing in Pardot
Here are some best practices to follow when conducting landing page multivariate testing in Pardot:
- Test Only One Element at a Time
It’s important to only test one element at a time, such as headline, image, or form design, to determine the impact it has on your metrics. Testing multiple elements at once can make it difficult to determine which variation is responsible for the changes in performance.
- Test a Sufficient Number of Variations
It’s essential to test a sufficient number of variations to achieve statistical significance. However, it’s also important to balance this with the amount of traffic your landing page receives. The more variations you test, the more traffic you will need to achieve statistical significance
- Test Your Hypothesis
Before conducting your test, it’s important to develop a hypothesis based on your goals and metrics. Testing a hypothesis allows you to create targeted variations that are more likely to achieve your goals.
- Run Your Test for a Sufficient Duration
Running your test for a sufficient duration is essential to achieving statistical significance. The length of time you should run your test depends on your traffic volume and the size of your sample.
- Monitor Your Test Results Regularly
Monitoring your test results regularly allows you to make adjustments as needed and optimize your results. It’s important to stay engaged with your test and make changes as needed to achieve your goals.
- Optimize Your Landing Page
Once you’ve determined the best-performing variation, it’s essential to optimize your landing page accordingly. This can involve making changes to your page layout, messaging, or call-to-action to improve your results.
An Example of Landing Page Multivariate Testing in Pardot
Let’s say you have a landing page for a new e-book you want to promote. Your goal is to increase the number of leads generated by the landing page. You’ve decided to test two variations of the landing page:
- Variation A: Includes a form with three fields, a blue background, and a headline that says “Download our free ebook today.”
- Variation B: Includes a form with five fields, a green background, and a headline that says “Get your free e-book now.”
You’ve set your sample size to 500 visitors and plan to run the test for two weeks. After running the test, you find that Variation A generated 80 leads, and Variation B generated 50 leads.
Based on these results, you can conclude that Variation A is the best-performing variation and implement it as your new landing page.
Conclusion
Landing page multivariate testing is an effective way to optimize your landing pages in Pardot. By creating multiple variations and testing them against each other, you can determine which version performs the best and improve your results. By following the steps and best practices outlined in this article, you can conduct a successful landing page multivariate test and achieve your marketing goals.