Split testing your pages in internet marketing is an enthralling method of identifying what clients prefer and generate more results. Even though it might appear like the marketing pages you have created are the best, it will come as a great surprise to realize that clients may prefer a different thing. Split testing helps you to know what the market prefers so that only the pages that guarantee results are used. To gain even more from split testing marketing pages, here are four things you must do before the campaign.
Ensure that every component on the pages are working well
When landing or other marketing pages are designed, every component remains very critical for the entire campaign. You must, therefore, ensure that they are working well to get the most accurate results. The aim is to ensure the entire process (from the marketing campaign to conversion) is flawless and brings the anticipated results. For example, it will be a waste of time, resources, and missed opportunities if the call-to-action takes the clients to the wrong page. Therefore, you must ensure that call-to-action, videos, keywords selection, URL and all other components operate in the desired manner, or your review will be inaccurate.
Review the level of interaction required on the page
The level of interaction between a client and your page is critical to driving them to take the right action. If the marketing page requires a lot of complex and lengthy interactions, the visitor will have to do unnecessary work that can bring frustrations. It is, therefore, critical to ensure that all unnecessary roadblocks compromising the users’ commitment to take action are cleared. For example, while double opt-in when creating mailing list is a regulation, it will be unnecessary to ask clients to additionally create accounts before making a purchase, signing in, or joining a membership club.
Carefully assess how likely it is for the visitor to convert
While the entire campaign has been long and targeted at drawing all clients to the landing page, the success of your marketing page lies in its ability to make the client convert. It is the moment of truth. Even if the offer is highly valuable and fluid, clients will postpone it if it is not compelling enough. When some of them leave, they leave for good.
Some marketers shout about false scarcity – indicating that the stock is limited, to encourage clients to buy. However, such tactics are only short lived, and clients feel cheated when they realize the truth. A better way to persuade clients to convert is being factual by depicting real scarcity and offering genuine discounts.
Establish whether it is critical to test the marketing pages
Before you can push the split-test button, establish whether it is significant. Split testing will only be reasonable if the pages are drawing a lot of interest and traffic. For example, pages with very little traffic cannot achieve statistical significance or will give unreliable results. To achieve more from split testing efforts, it is advisable to focus on the pages that are more crucial and performing better.