Maximize Your Landing Page With Split Testing
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Most companies design a website, get it up and running on the internet and hope for the best. Even if they put a lot of effort into specifying which marketing tactics they will use, they don’t optimize their pages by testing whether or not their efforts are effective. Split testing is one way to narrow down which parts of your website are working for you and which are turning customers off or just taking up space.
The most common technique is creating dual homepages that have the same purpose but vary in content, graphics, color, layout, or any combination of components. You would launch both versions of the same page for a predetermined amount of time. During this period you measure which configuration performs better according to performance factors that you set ahead of time.
To get more in-depth you will need to decide exactly which elements you will vary on the two pages. That way you will know if it is the difference in graphics, colors, or text that sparked the better sales on one page or the other. You may also want to simply reposition certain pieces of your page to see which alignment produces more sales.
Whichever combination of variables you choose to test, you will have a goal in mind of how much you want to enhance your site and in what ways. Most businesses want their homepage to simply have a higher conversion rate. Other companies are just interested in generating more overall website traffic or eliminating flaws in their marketing campaigns.
Examples of components that can be altered include copy, graphics, and layout. Since an unlimited number of combinations is possible, you must decide beforehand if you want to focus on one particular component or vary several things in one test. This will determine the complexity of the data analysis required.
If you need rather complex comparisons done you certainly want to hire professionals. You would also want to look outside your company for help if you don’t have the know-how or resources to accomplish even simple split testing. Such a venture takes time, money, and the ability to correctly analyze server statistics.
For most busy professionals it is safer and faster to outsource this work. People in this field can produce reports about how each variable performed. They can also suggest the optimum combination of graphics, layout, colors, and copy for success.
Selecting the right company for you is usually an easy choice. While there are many companies to pick from, usually you have a certain budget in mind and there are also limitations to what some companies can do. Whichever route you take, make sure you have an end goal for your website improvements in mind before you begin.
April 26th, 2008 - Posted in Online Marketing | |
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on April 28th, 2008 at 11:48 am
[…] which marketing tactics they will use, they don??t optimize their pages by testing whether orhttp://www.stickyblogs.com/2008/04/26/maximize-your-landing-page-with-split-testing/Man markets mobile billboards East Valley Tribune Joel Minteu, 22, looks at his new business as a […]