Split testing is probably one of the simplest ways and the most effective ones to boost your landing page conversion rate.
As an affiliate marketer, conversion rate optimization (CRO) is one of the key areas you need to focus on and your landing page is vital to its success.
Many times, marketers rely on intuition, using their past experience to predict people’s behavior. Your hunches usually cut it as you’re getting better at what you do, however, there’s no harm in testing.
There is no one-size fits all rule when it comes to designing your landing pages. You need to combine best practice optimizations with your intuition to find what will work best for your specific niche and target audience.
Let’s look at how you can split testing your landing pages properly.
Back to basics!
What is Split Testing?
Split testing, also known as A/B testing, will help you compare two versions of a landing page to see which performs better in terms of increasing conversions and ultimately, your bottom line, sales.
Now, let’s look at how to make your split testing more effective.
1. Divide and conquer!
Test one element at a time.
As an affiliate, you may have many marketing campaigns, each with a number of different elements.
When testing your landing page, make sure to isolate one variable for testing so you can be sure which element leads to which result.
The same goes for different campaigns – test one thing at a time to keep your results clear.
2. Test 2 unique landing pages
Before you tweak the small details, such as background shade or button color, test two completely different landing pages.
With a totally different design, you will be able to compare more fully and then move on to testing and changing minor details.
These small details can also make a big difference to your conversion rate optimization and can also be easier to measure so don’t stop once you choose the landing page you will use as your base.
3. Measure your bottom line
Make sure you follow your measurements all the way through to your bottom line.
Many affiliates who split test their landing page look only at CRO, but there are many other aspects to consider. In fact, you may find that your landing page converted fewer potential customers, but resulted in increased sales.
Your split testing needs to consider click-through rates, leads, conversions, demo requests and more.
4. Set up controls
Once you have your base landing page and you are tweaking it, you will need to set up controls to work out what is most effective.
In other words, keep one landing page as the original and on the other landing page, change one element.
For example, want to see how effective a specific image is on your LP? Great! Test it just on one LP variation.
5. Decide what to test
There are a few best practices when it comes to landing pages, but they may not all work for you and this is where your intuition must kick in.
However, there are certain elements that almost all landing pages have and these are a good place to start when it comes to testing.
Test the placement of your call to action, the amount of information on your landing page, your button copy, images and navigation bars.
Make sure that your split testing shows what works best for your specific landing page as well as your target audience.
A/B testing is crucial, easy and makes you look like a genius.
You’ll be doing a pure guesswork without it.
Want results? Start splitting.