When you’re investing a lot of time, effort and money on online marketing, you want your methods to work for you and convert into sales. Otherwise, there is no point in maintaining them. Sometimes, it can seem that all you have to do is push the right buttons to make sure people buy your product consistently. However, there is a bit more to it than that.
Using Split Testing and Conversion Tracking to Improve Your Business
Your ideal audience, if you’re reaching them, is already on your site or reading your emails. It’s a lot easier to convince this group of people to buy into your brand that getting more new customers, so take advantage of it.
One way to constantly check if you’re making the most out of your online efforts is testing. There are a lot of ways to do that, but the most popular one is split testing, also known as A/B testing.
Every site should have a goal, whether that’s selling a product directly or redirecting readers to the ads on your page. Regardless of what that goal is, split testing can check what content or structure of site works better to achieve that goal.
In this test, two web pages with two variants of content or structure will be shown to a similar pool of visitors at a given time. Whichever converts more users is the better version of the site. For this to be effective, you need to isolate what you want to test, so that the results you get are accurate. The more specific you are with what you’re testing, the certainty you have with the result.
For example, you can test your call to action. Which is more effective, “buy now” or “hurry, limited offer”? You can check which subject line gets more people to open the emails, whether testimonials and reviews make a difference or not, which closing text works and if layouts can contribute to conversion. This test can be used for graphics, structure, and content.
Tracking your conversion based on what you have on your site or email allows you to be more objective and strategic in putting forth content and selecting images. It lessens the guesswork and makes the site more of function than just of aesthetics.
Make sure not to limit what you track, in terms of conversion. Look at the effects of ads your place on Google or Facebook. Monitor your site and the different pages in it. Which is helping your clients decide whether they should buy what your selling or extend their membership? Test your emails. Are they effectively reaching out to your subscriber pool? All the will help you run a better and more strategic online marketing campaign.
Are you going to try split testing? Let us know in the comments below!
Steve Scott is the CEO & Director of Training at the Tampa SEO Training Academy. He has taught SEO skills to people from around the world and currently offers his hands-on search engine optimization training workshops in Tampa to individuals and businesses of all sizes. Corporate SEO training classes and consulting are also available.