HOW TO SPLIT TEST YOUR WAY TO SUCCESS

Testing is the key marketing concept for comparing different responses to increase conversation rates. Don’t you want to increase sales, leads, engagement and clicks on your website? Of course, that’s a substantial business goal.

Imagine your business site is getting enough visitors from different traffic sources but they aren’t converting into buyers. That means people are interested in your website, products or services but they don’t take action.

What stops them? Have you practiced testing on your site? What is split-testing and conversation rate optimization?

Wondering, How to do testing?

Testing provides helpful insights into what your audience reacts to or what attracts your customers to take the immediate action. And, conversion rate optimization is the method of applying multiple ideas and concepts on the online and offline activities to figure out what your audience wants to see.

Remember, testing is a huge concept for marketers and business owners. Even, if you are new and have a small fan base it’s the right time to underline the importance of split testing and adopt it as a marketing practice on your site.

HOW TO DO SPLIT TESTING

The idea to do split testing boils down into these following steps:

1.Determine what exactly you want visitors to do

Before you conduct split testing, you’ll have to determine what do you want from the visitors?

Do you want them to click on the sales page? Do you wish to collect more email subscribers? Or, do you want visitors to check out your recent product details? Maybe, you want them to click on your ad? Or, open your email newsletter? Make it clear and visible.

2. Choose what to test

The second step is knowing what to test. There are a number of things that you can test in your business.

a) Website

When you have a website, there are endless possibilities that you can choose for testing.

◇ Headlines - Changing the text, length, color, and font of the headline.

◇ Website forms - Placing new opt-in forms, pop-up bars and changing the locations. Also, changing the color, designing, and fonts of the form. ◇ Button colors - Maybe test two different button colors like orange or green. Does the button shape matter? Try adding the ‘purchase now’ button at a different website location. ◇ Header text - The color, image, font, position or wording of your site’s header.

b) Email Newsletters

In email marketing, there are few elements that you can test to notice some great results in overall sales and engagement rate.

◇ Subject line - This small change can actually make a big impact on email opening rates. With a persuasive subject line, you can actually get a fabulous increase in the number of people who opened your email. ◇ Calls to action - Do you get more clicks with a written call to action or with a button? ◇ Text length - Who wins the battle? Long emails or short, quirky emails? ◇ Email Layout - Is it HTML or text style?

c) Ads

You can test:

◇ Headline - Writing different headlines ◇ Ad placement - change the positioning ◇ Font - Change the font and size ◇ Images - Use a different image ◇ Time - Adding a different time to display your ad

Even if you don’t have a website, here are few other things that you can run to know your ideal prospects and customers better.

◇ Asking different questions from participants in an event. ◇ Changing questions and the way to introduce yourself when you’re on a phone call with your prospect. ◇ Sending a confirmation text or an email before an event. ◇ Running a poll on Instagram or Facebook about a product launch.

Whether you choose one of the above options or create your own test, always track the results. It’s very important to measure the result of each and every participant before you declare.

3. Do Split testing

Now, you’ve got multiple ideas and concepts to do split-testing for your business. As a beginner webmaster, you can get started with one variable and choose A/B split testing.

Create two different versions of the website page, ad copy, sign-up form or whatever element you’d like to experiment with. Now, send traffic to both the versions and perform the testing.

The results will declare what version has a better visual appeal to audience. Or, what words persuaded visitors to make a purchase. These small changes can actually bring huge impact on the user’s behavior.

Google Content Experimenting program, Google AdWords and email programs like MailChimp and MailerLite are some free tools. You can use any of these tools to experiment and track the results.

4. Analyze the results

If you are using the Googles content experiment program then your results will be automatically recorded in your analytics account. Keeping in mind, that the final results may take a couple of hours to be updated to the analytic account.

After judging the test results, identify the winner. Apply those techniques to your websites and start getting some ideal results.

Wrapping Up

Now, you have learned to set a testing mindset that will always help you to improve the site’s performance and business growth. Make testing a regular part of your business activities so you always get to know the responses of your audience. This basic testing post hopefully provides the key points to experiment with your business.