Split Testing Your Landing Page
Why Do Split Testing?
Split testing your landing page is vitally important if you expect to increase your web sites conversion rate and realize an acceptable rate of return on your investment. It’s not a good idea to just make assumptions about what makes your landing page successful or a bust. Until you do some consistent split testing, you won’t know for sure what changes or improvements you need to make. Consistent and constant work in this area are what will net you far better results than you could have even hoped to get when you first launched your page. Use the following tips to immediately improve the results of the split-tests you do on your landing page.
If you don’t make your landing page force visitors into believing that they need to take action immediately, you are just ignoring potential profits. Most of the time, the more urgency you create in your landing page, the more likely it is that you will convince your visitors to act thereby increasing your conversion rate.
Are you offering some kind of incentive or bonus on your landing page? If you aren’t, then you ought to think about trying it because the sense of urgency can work miracles if it is used correctly; when it isn’t, it has the opposite effect.
One very important element that you need to split test right away is the graphic you use for your order or submit buttons. Doing this is especially important when you use short copy on your landing page. It’s a safe bet that including descriptive content on your submit and order buttons raises your conversion rates. If you take your cues from those who have highly converting landing pages you’ll see that those pages have descriptive buttons of their own. If you follow this course of action, you need to bear in mind that your button text shouldn’t run on for too long because it will work against you instead having the desired effect.
It is incredibly important that, when you have a headline on your landing page, you should include quotation marks and capitalize the first letter of every word. This may sound trivial but it has worked for many people and could work for you as well, but the only way to know for sure is to do split testing. You’ll see a definite change in your numbers when you make small changes like these and those eventually add up to major impacts. Overall, you need to make sure that you don’t ignore even a single opportunity to do split testing because that will lead to better conversion rates.
The hints and tips outlined in this article aren’t difficult to apply and they will offer you good results; the only thing that you have to remember is that you need to be consistent with your split testing over time; doing one or two isn’t likely to help you much at all. You need to always be working on improving your landing page so that you can get the best possible results over the long run and, more importantly, all of the testing and adjusting will help make your job easier later on, no matter which niche you have decided to target.
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