Inbound Marketing Strategy

Turn Your Existing Traffic into Free Money with Split Testing

Brad Smith
November 15, 2011

Split testing is a major part of conversion rate optimization.

It helps you instantly convert existing traffic into more leads and sales.

You know you should be testing, but you don’t have the time, energy, or knowledge.

So how do you do it quickly and inexpensively?

By the end of this post, you’ll be able to get started split testing today.

Read on.


Split testing to find the best door
Image courtesy of Ennor


Split test these 3 things right now

You can start split testing by the end of today. It’s pretty easy once you get the hang of it.

And it has the best ROI of online marketing. You’re able to turn existing traffic into free money.

Here’s 3 things you can start split testing.


1. Headline

Your headline has the largest effect on your landing page’s performance.

Why?

Because it’s the first thing people will read. If they aren’t immediately interested, then they won’t read the rest of the page.

So try different wording, and use alternative motivations. For example, try phrasing a headline to take away someone’s pain. Or try to emphasis the benefit they’ll receive.


2. Pricing

You should always split test your pricing.

Even if you’re a service business (and you publish your prices).

Remember that people don’t buy based on rational decision making. They buy because it feels good or solves their problem immediately.

So create different reasons for them to feel good about buying, or guarantee their happiness.

You can also re-frame your pricing as $1 per day or 20% off if you pay in full up front.


3. Call-to-Action

The last element you should always test is your call-to-action.

There are really two parts to this.

You should test the visual appearance of your call-to-action. So if your using a button, you can use different shapes, sizes, and colors.

The second, is the actual wording. Instead of saying “Buy Now”, you can try “Join” or “Get Started”.

People’s actions will tell you which one is the ultimate winner.


What you need to get started

Now that you know 3 things you can test, how do you get started implementing it?

Remember that you need to be able to do these changes and updates by yourself. You can’t wait for help from developers or your IT department.

First you need to set up landing pages, and make copies to test your different elements.

You can use the Google Analytics “Content Experiments” feature to run tests for free. But if you’re looking for an easier, turnkey solution, then I recommend signing up for Unbounce. (NOTE: NOT an affiliate links. I recommend this products because I use it.) The best thing about Unbounce is that they take care of the automatic tracking and testing for you. And it lets you create, publish and A/B test landing pages, with no coding necessary.


It really is that easy

No matter what tools you choose, you’re going to be doing the same basic steps.

1. Pick the landing page elements you want to test.

2. Make copies of your landing page and only change that one element.

3. Show half of your visitors the first (A) page, and the rest your second (B) page.

4. Let it run for a few days (or weeks) so you get enough visitors.

4. See which performed better, and stick with the winner.

5. Then start testing something else.

Before you know it, you’ll be squeezing more money out of existing traffic without having to buy more advertising.

3 thoughts on “Turn Your Existing Traffic into Free Money with Split Testing

  1. Hey Brad,

    Nice post on Split Testing. In fact, split testing is one of the keys to succeed for your campaign. This is the only way to know if yous offer converts. Though it takes lots of time and effort to tweak and change the landing page, the results are well worth it.

    If you are running PPC, PPV or other ads, you just can’t avoid split test to optimize each of your campaign.

    Good stuff,
    Ming

  2. Hey Brad,

    Nice post on Split Testing. In fact, split testing is one of the keys to succeed for your campaign. This is the only way to know if yous offer converts. Though it takes lots of time and effort to tweak and change the landing page, the results are well worth it.

    If you are running PPC, PPV or other ads, you just can’t avoid split test to optimize each of your campaign.

    Good stuff,
    Ming

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