I just read a great interview from Amber on the PPC Hero blog in which she interviewed Tim Ash who is the author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions.

Tim shares a lot of great insights into the process of testing landing pages.  The interview is largely focused on campaigns for corporate-type websites, but most of the information is relevant to Infopreneurs as well.

Once again, we are reminded that intuition is not an effective tool for optimization, only testing will give you the information you need.  I particularly liked this question and answer:

7.  In your presentation I thought it was interesting when you asked who should design your landing page…marketing, president of the company, programmers, web designers….the answer being none of the above.  Your customers need to design your landing page. So how do you know exactly what your customers want or are looking for, or don’t like about your current landing page?

Try to test the impactful items on the page like headline, offer, call-to-action, sales copy, images, etc.  You don’t know what your customers will prefer so have a wide range of ideas to make sure you do not test what YOU prefer.

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