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How to Properly Split-Test Your Landing Page - What You Need to Learn
Posted by Melissa Katrina on Oct 17, 2011
Article word count: 870 Times read: 45
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When you want your landing page's performance to get better and to get better returns on the investments you have made, split-testing is the best way to ensure that that happens. It's not good practice so simply assume what sorts of things are making your landing page tick--until you run some regular split-tests, you won't know if you have to make any changes or improvements. And if you are working regularly on this one thing, you'll see that your results are much better than they would have been when you first created your landing page. Here are some hints that you can employ to immediately improve the efficacy of your split-testing efforts.
When you build your landing page, you should think about testing your copy overall--test long form copy against short form copy. Sometimes long copy is what gets the job done but other times, short is better. It depends on a bunch of different factors like which offer you want to promote and which market in which you want to promote it. Once you have carried out a split-test, you will have a better idea which copy works best for the niche in which you want good results. Having the best copy on your landing page will definitely help you get a much higher conversion rate and help you know what it is that your target audience actually wants from you.
One vital element of your page that you need to split-test in the beginning is the text that you include both on your order button and on your submit button. If you use short copy on your landing page, this is especially important. You can use descriptive content in the submit/order button to increase your conversions, because if you look around you will see that the majority of the successful landing pages out there have descriptive buttons that lead to a better conversion rate. However, do keep in mind that you can't make this button text too long because that'll work against you, rather than for you.
There are many Internet marketing experts that claim that you can invariably increase the conversion rate of your landing page by simply adding a welcoming audio message. While this may help you with your conversions, you will have to test it out on your page because there are times when people don't like having any audio on entering a site. Depending on the niche that you have decided to target, this might or might not work on your favor. This is equally true when you want to use video to welcome an user to your website or to explain your product or offer. So, in terms of putting media on your landing page, you shouldn't make any commitments without doing proper tests. As an Internet marketer you shouldn't really stop yourself from doing any kind of testing, thinking it might affect your conversion rate negatively. Don't have the fear of losing what you've already got and take the risk of tweaking and testing the various elements of your landing page to know what's working. Make sure that you put forth real effort to improve your landing page's performance every step of the way by effectively split testing a variety of factors and elements.
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