If there’s one thing that smart marketers always chase it’s better landing page conversions. Having our landing pages convert better is something that we all strive to achieve as internet marketers, but why is that?
Let me illustrate why you need to worry about this:
Imagine you’ve got a product that sells for $50 and your landing page is currently converting at 2%, which is pretty good on the internet.
Lets also assume you receive 2000 unique visitors to your landing page per month. You can safely assume you’ll receive about 40 sales month on month, which at $50 works out to $2000.
So what would happen if in the next month you somehow managed to boost your conversion rates on that page by just a measly 1%. Here’s the stats:
- Same amount of visitors, no change there
- 20 additional sales
- +$1000 in revenue for the same page
All for a tiny 1% increase in landing page conversions.
So, how does one achieve a 1% increase in landing page conversions?
I won’t pretend that I have the super secret sauce to increasing your landing page conversions, but I do know one technique that you can use over and over to test changes you make to your landing page with very low risk to your existing margins: split testing.
What is split testing?
Split testing, also known as A/B testing, is a scientific approach to increasing your landing page conversions.
The theory with split testing is to perform small incremental changes to your landing page by creating an alternate version of the page and sending half of the visitors to the second page.
Sounds simple enough right?
From here all you need to do is setup analytics goals to test the difference between the original page and the new alternate page. If you don’t want to use Google Analytics, check out these analytics alternatives.
Once you have determined which page performs the best, you can implement that variation as the new page and enjoy higher conversions.
Rinse and repeat this process and you can see why people spend so much time tweaking their landing pages.
Now that you know how split testing works, you’ll need a tool to help you conduct your split testing. Fortunately, WordPress users have it a bit easier than most…
Simple Page Tester
Simple Page Tester is a new plugin for WordPress that allows you to split test pages and posts.
The difference between this plugin and something like Google Website Optimizer for example is that you don’t need to know how to code to implement a split test, no coding required.
Simple Page Tester has a step by step interface so you don’t need to go digging into your WordPress template files, which is great news for the non-techies among us and super convenient even for the techies like me.
You decide which page you want to split test, setup the second page variation (or duplicate the current one and edit it which the plugin helps you to do), then setup your goal tracking and you’re done.
Once you know which page is performing better by looking at your statistics you declare the winning page and it will automatically remove the other page for you and make the winner the new page.
If you’ve been wondering how it is that these experts seem to get such great sales numbers from their landing pages, well, this is it.
Testing, testing, testing should become your new mantra. Split testing can open up a whole range of possibilities as shown with the small example above.
Imagine if a change to your form fields could increase your subscribers 5-fold? It’s not unheard of.
What about your order page? Maybe a bigger add to cart button will increase your conversions on those products.
Tell me about your experiences with split testing. Have you conducted any split testing in the past and how did it effect the conversions on your page? Leave a comment below.