Infographic: The Blueprint for a Perfectly Testable Landing Page

by Sean Work

Last updated on July 25th, 2017

Presented below is a beautifully designed infographic that breaks down all the elements of a landing page. This infographic is not necessarily a guide that is to be copied; rather it provides valuable insights into testable regions of a typical landing page.

Every Marketing Campaign Should Be Directed to a Dedicated Landing Page

There are some exceptions to this rule of thumb, but when you’re trying to establish a baseline of effectiveness for a specific campaign – there is no better way to measure than with a landing page.

A dedicated landing page allows you to test and refine your messaging for the specific channel you’re obtaining traffic from. A simple example could be: Our Twitter following is mostly male so our landing page for Twitter traffic will be tailored to a male demographic. Conversely, we could say our Facebook following is mostly female, and therefore our landing page for Facebook traffic will be tailored to a female demographic.

Obviously, we could send all the traffic for both to our home page, but the messaging would not cater to the channel visitors. Also there would most likely be too many CTAs, links, and other distractions that would poorly convert the channel traffic. By hyper-focusing your messaging and removing all distractions on a specific landing page, you generally will convert more of that specific channel’s traffic.

The Takeaway: Test and Iterate

The single most important takeaway from this infographic is every element should be considered “testable.” For instance, the “safety net CTA” could be considered a distraction from the main CTA. And that itself would be a hypothesis to test. Therefore, never take any rules of thumb as “marketing laws” – everything on a landing page should be scrutinized.

Finally, A big thanks to Kissmetrics for this graphic!

++ Click Image to Enlarge ++
The Blueprint for a Perfectly Testable Landing Page
Source: The Blueprint for a Perfectly Testable Landing Page Infographic

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Sean Work

Between rocket science and space shuttle design at Boeing and NASA to building the Kissmetrics blog to 1 million monthly readers, I’ve also helped dozens of online businesses with PPC, SEO, and Conversion Rate Optimization. If you have any questions about generating success online, write me a question now at


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  1. Theresa says:
    October 1, 2016 at 4:26 am

    This is awesome, perfectly explained and nice for the eyes. Landing pages are always tricky and I have a hard time creating them. This is a great resource though.

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