Split testing is not a new term. This applies to testing various methods to find out what works best and is a great strategy for internet commerce. By split testing various strategies, you can continually improve your conversion rate.
What’s your conversion rate? If you are converting 2 out of every 100 customers, your conversion rate is 2%. Once you achieve any sort of conversion rate, the smart thing to do is work to improve that rate. Maybe next month you’ll convert 3 customers in 100 and maybe next year, you’ll quadruple that number. Learn to increase traffic AND increase converting ratio and your business will become really successful. Testing various strategies can help you because you can increase your rate of conversion from visitor to customer and you can also replicate a successful online business model and earn substantially from it.
Split testing a landing page is a great idea. If you target customers through pay per click advertising and run a campaign where you send 50% of traffic to one landing page and 50% to a different landing page, you can measure the results. If landing page A got you a 5% conversion rate and landing page B got you just a half a percentage point in conversions you can clearly see that action needs to happen on landing page B. You can test your bounce rate to determine whether people delve deeper from that initial landing as well as analyse your web copy to determine if small changes in language or design could help. Even a font type and colouring could make a difference that you could see through testing and analysing.
You can even take a step back and analyse whether or not the right keyword phrases and ad copy on the PPC network that brought people on to the site was to blame for poor ratios or was to thank for high ratios. Testing various strategies is one way that a business consultant helps companies. The testing and measurement practise will teach you a lot about your business niche and a whole lot about your customers and prospects as well.
How do you begin measuring and testing different strategies? You could do this on your own through various tools you’ll find within pay per click programs as well as by manually tracking things through your website traffic reporting. You can also hire a business consultant with marketing and analytics skills that can help you in this area as well.
If you’re looking for advice from business consultant, Chris Jenkinson has been providing consultancy services for many years. He provides further advice about marketing and business consulting services on the Giz the Biz Blog
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