Landing page optimization plays a pivotal role in performing the landing page testing which is an essential part of any website. Pay per click will come handy in analyzing the elements which help make you understand what users want from your site. Website testing is a great way to find out the success and the visibility of the website among the readers. One of the best tools that can be used to make search engine marketing a success is the pay per click strategy. Landing page optimization can be done through two approaches of testing including A/B and Multivariate approach.

Both the tests can be best implemented with Google Website Optimizer. One can get the best A/B landing page testing by creating variations of the original page and showing the pages to a certain set of visitors. Two kinds of scripts need to be included in all the pages to be tested enlisting

• Two JavaScript Codes to measure the number of times the original and the variation page was visited
• One JavaScript code on the conversion page to measure the visitor’s frequency on the page variations

The Multivariate approach is another way of testing the landing page as part of search engine marketing. One can get the best results if one knows how this method works and how it can be used best as a part of Google Website Optimizer. This form of landing page optimization shows the best performing elements separately along with less design efforts. Unlike A/B testing, the Multivariate test is more complex and involves:

• JavaScript Code for opening the test, one for each tested element and one for closing the test
• JavaScript is also added to the conversion page to measure the success of different combinations.

After conducting both the tests for landing page optimization, the PPC campaign management will be more effective and will have greater impact in website testing. Both the methods come with a set of advantages and disadvantages but can be used depending on the need of the website. As part of search engine marketing, every organization must continue with the process of testing the landing page to measure the success of the website.

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