Your landing page is the gateway that transitions potential customers into converted users. It’s possibly one of the most important pages on your entire website. It stands to reason, then, that you want it to be as optimized as possible.
Split testing, or A/B testing, is a way of testing changes in your page to see which is more effective. Essentially, you start with an audience of 1,000 people and a single website landing page. You want to see if changing the color of your headline font will have an effect. Here’s what you do:
There are some guidelines you absolutely must follow to make sure your testing is valid. If you break any of these guidelines, your test results are invalid and they mean nothing. There’s no reason to make a change based on the data, because the data tells you nothing.
So how do you go about testing your landing page to make it the well-oiled machine you need it to be?
The first thing you need to do is learn everything you can about the people who buy your products. I’m talking dig into Facebook Insights level demographics and interests.
The reason for this is to develop personas, Platonic ideals of the customers you have visiting your site. You can then make changes that appeal to those specific types of people. If you don’t know who is visiting your site, you’re ignoring science in your testing.
Split testing is scientific experimentation, and the key to experimentation is having something to base your hypothesis on and a direction to take it. Otherwise, you’re just making changes at random and hoping they work.
Before you make a single change, segment a single audience or even begin to decide what changes you want to make, you need to establish your methodology.
What does this mean? It means you need to pick the metrics you’re trying to improve. Are you aiming for more opt-ins? More conversions? More sales calls? It doesn’t matter what, so long as you can measure it.
What you need to do next is establish that measurement. The best way to go about this is by using conversion goals in Google Analytics. You can set up custom reports to tell you exactly how a landing page is doing in the metrics you want to measure, and compare that to your other variant landing pages. If step 1 is knowing what changes you want to make, step 2 is knowing what effect they have.
There are some aspects of your landing page you can optimize before you even start split testing. For example, how well does your ad match up with your landing page? You may have tested them both in different directions, to a net detriment. A user sees a compelling ad and they click through, only to find a page somewhat different than they expected. The disconnect drives a high bounce rate.
You should also check out what sort of landing pages competitors for your ads and keywords are making. How do you stand up? Are you more creative, are you less interesting, is your deal worse, is your page worse? You want to make an immediate good impression.
You should also analyze your value proposition. Does your landing page explain, quickly and clearly, what the user is getting when they convert? Does it tell them how to do exactly what they need to in order to get what they want? Make it clear.
Remember, only test one change at a time, and run the test an appropriate length of time. Segment your audience as evenly as possible, whether you’re running two identical ads for the same budget each, or sending out emails to half of your audience at a time.
So what can you test?
Anything you can think of to test that might change how your site appeals to users can be changed, potentially for the better.
Growtraffic.com is the leading pop-under traffic network.
Get thousands of targeted visitors for wholesale prices.