Successful
internet marketers attribute their success to their ability to monitor their
website components and make adjustments appropriately. While internet marketers
research what works and what doesn’t and build their websites accordingly, they
understand the need to split test, tweak and retest every component in order to
increase their conversions.
There
are tips to follow:
1. A/B Split Testing – Have you ever wondered
how to split test a web page in order to convert visitors into buyers? You can
use the split test to test your call-to-action (what you want the customer to
do), your product’s price, or any other component used to convert visitors into
buying customers. For example, you are unsure what price point to charge for
your product. You set up two identical landing pages, one with a price of
$17.00 for your product while the second one offers the same product for
$27.00. After carefully monitoring and analyzing the number of sales for each
landing page, you can determine which price point is more effective.
Split
testing, or website optimization, is not limited to testing items found on
websites or web pages. Serious internet marketers split test in other areas as
well:
a)
Images used in paid advertising to determine if text, an image of an
object or a person outperforms other images
b)
Attachments (PDF files) that are offered for free or a minimal fee in
exchange for opt-in contact information
c)
Sales letters in both long and short versions. While many experts agree
the long sales copy out performs its shorter version, many visitors don’t have
time to read through page after page of content to get to the bottom line. Also
video sales letters are gaining popularity which may eventually make the text
sales letter an obsolete relic.
2. Split Testing for Site Conversion – As mentioned in a
previous article, you need to be clear on the objective for your website’s
landing page. Is the page meant to
generate new leads? Or is the page meant to convert sales? Following the same
model as stated above, you should begin with two landing pages whose components
are identical with the exception of one piece that is different – the piece
that gets visitors to convert into buying customers. Then you can track their page conversion.
3. Google Website Optimizer – In June 2012 Google
retired their Google Optimizer as a standalone product and replaced it with
Content Experiments in Google Analytics. Content Experiments lets you
experiment with up to six versions of a page in your website. The experiment is
tied to your goals in Google Analytics allowing you to customize what results
you want to improve and options for how to make those improvements. Google Analytics, on the other hand, offers
many features as well and can provide you with results on which keywords
visitors are clicking on or how much time visitors are spending on each page.
By
taking the time to plan, map and monitor your web pages in advance, you will be
able to track results and make appropriate changes quickly and efficiently.
Internet marketers no longer have to second guess what features attract or
convert visitors – Google has the tools to help them succeed.
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