Testing your landing pages is one of the most important parts about being an effective online marketer. You should be testing constantly. But there are different types of tests. You can run A/B tests or multivariate tests and which one you use on your site depends on a number of factors. Quality premium wordpress themes for your website.
A/B testing is when you have two pages, or two elements on the same page, that you want to test side by side. For instance, let’s say you have a landing page that currently converts at 5.5%, but you think you can increase that by changing your headline. So you rewrite the headline and test the new headline against the old headline. This is an A/B test. After a predefined number of page views for your new web page, you’ll have a clear picture on which headline is better for conversions. If your old headline wins then you do nothing. If your new headline wins then you make that page live – nothing on the page changes other than your headline.
A multivariate test is a bit more involved. In this case you are testing multiple elements at the same time, hence the name. By testing multiple variables simultaneously, you can arrive at a conclusion much sooner. Maybe you want to know which headline of three and which call to action of two are most effective. You can determine that through multivariate testing.
Another way to conduct multivariate testing is by running a test on a combination of variables. Suppose, for instance, you want to know which mix of headlines and calls to action will be most effective. You can test that with multivariate testing as well.
Which type of test you run for your landing pages depends on your goals and the individual web pages you are testing. There are times when you’ll use the A/B test and then other times when the multivariate test is more appropriate. But one thing is clear: You’ll want to develop your testing of landing pages strategy early on and always work toward improvement.
What’s A Good Conversion Rate?
Before you start to think about search engine optimziation, I always recommend that the content and structure of a website is built with conversion elements. When it comes to conversion rates, they’re not all created equal. I have seen conversion rates for clients over the years as high as 15% and as low as 0%. It’s one thing to say that 2% is good, but it’s quite another to say that 2% is good for landing pages within such-and-such industry. In truth, 2% is not bad for conversion rates. If you can snag a 2% on any of your landing pages then you are doing pretty well. But what did you have to do to get to that?
If 2% is your starting point then you can probably do better. You should consider testing your landing page and using Website Optimizer to help you achieve the best mix of variables for your landing page. Obviously, 4% is a better conversion rate than 2% so if you can improve your conversion rate then that’s even better.
But another startling fact – startling if you’re new to online marketing, or marketing in general – is that conversion rates differ from industry to industry. What is considered good for one industry may only be mediocre for another. And there are several factors that influence conversion rate averages. It is important to have some idea of what is considered normal for your industry so that you can benchmark your own success against that of others in the same niche. One way you can do that is to ascribe goals for your landing pages within Google Analytics.
Conversion rate measurement is one important metric. You can’t change or influence what you don’t measure so keep an eye on your conversion rate and whatever it is when you start your measurements can probably be improved upon.
Optimize Your Web Pages With Website Optimizer
Google is constantly adding new offerings to help webmasters better optimize their websites and increase their conversions. One tool I’d recommend for any website, beginner or advanced, is Website Optimizer.
If you have a Google Webmaster Tools account then using Website Optimizer is a cinch. Even better if you use Google AdWords and/or Google Analytics. Website Optimizer is designed to allow you to test different versions of a landing page to see which one converts better. If you use it correctly then it will do that well.
The first step, of course, is to choose the page you want to test. The next step is to create alternate versions of your web page. It’s important to note that you can test more than one variable so if you wanted to test three different headlines and four calls to action, you could upload different versions of the web page to see which one converts better. You could mix and match your headlines with calls to action and test all the various combinations if you wanted to. In fact, that’s a highly recommend strategy.
Website Optimizer would then rotate these pages to your visitors and over time you’ll be able to tell which page is best optimized for converting your traffic. One word of warning: I wouldn’t recommend testing 12 different pages at once because the test period will take longer. Website Optimizer is best used to test 3 to 5 versions of the same web page. Given the above scenario, I’d test one headline with each of the four calls to action and pick the best one. Then I’d test the next headline against the calls to action and then I’d test the third headline. After getting the best headline/call to action combination, I’d then test those three best performers against each other to see which landing page ultimately passes the test.
Website Optimizer is a great tool for webmasters. It’s a great tool for testing landing pages and I highly recommend it.