Conversion / Testing video

What to Test on Non-Landing Pages with Lance Loveday (4:24) Dr. Ralph F. Wilson , Web Marketing Today - Aug 3, 2010

In this video interview, conversion and design expert Lance Loveday discusses why it's important to test non-landing pages.

Historically, he says, the first emphasis was on optimizing clicks to the sight using SEO and paid search. The next emphasis was on optimizing landing pages to get the click-through. But there are other points at which a site can profit by optimizing.

E-commerce sites, for example, should optimize the check-out process, since some customers leave before completing the checkout.

You should optimize the homepage when you see a lot of traffic going there or observe high bounce rates.

Sectional pages should be optimized when you see high bounce rates and low through-put.

Loveday has seen good success by making even small changes to graphics or to the amount of information displayed -- which is sometimes overwhelming.

Lance Loveday is the president of Closed Loop Marketing, which assists clients through A/B testing, multivariate testing, end-to-end optimization, and coaching and consulting on testing, as well as search engine marketing. This interview was recorded at Conversion Conference West Coast in San Jose, California, May 2010.