There are two key elements for a website (mainly of a commercial nature) to work. With “work”, I mean that the site fulfills its purpose: either generate prospects, capture subscribers, sell something, etc.
First of all, there is visitor traffic to your website. If you do not have traffic, then nobody sees your site and it is the same that did not exist.
But just as important as traffic is the conversion.
Conversion Refers to the Percentage of People Who Take the Action That You Want Them to Take when they visit your website. This action can be: pick up the phone and call to ask for more information, send an email, subscribe to your newsletter, buy something, etc.
If the purpose of your site is to generate prospects and of every 100 people who visit your website, they call you four: your conversion is 4%.
The interesting thing is that when you consider both the traffic to your site and the conversion, and you make constant improvements in both areas, the results you get on your site improve in a very important way.
In fact, any traffic generation campaign should also consider converting your site. Otherwise, you will probably be wasting some of your resources and the traffic you work so hard – and often money – to get.
To increase traffic to your site, you can work on optimizing your Web pages, get inbound links, publish content on other sites, send newsletters and set up a PPC (Pay Per Click) campaigns for search engine.
To improve the conversion of your site, you can change texts, colors, graphics, processes and other elements.
When it comes to generating traffic, it is relatively easy to know if the actions you are taking work or not. Basically, you make changes to your site or perform traffic generation tasks and then review your statistics. If you have more visits, it is that your efforts are working.
But, how to measure the conversion of a website or website and know if the changes made work or not?
Well, the simplest way is to implement Split A / B tests. This type of tests allow you to measure the conversion of the pages of your site.
What are the main advantages of Split A / B tests?
The Split A / B tests allow you to scientifically measure the effects that, in terms of conversion, they have on the pages of your website.
The information that you obtain when doing this type of tests, can increase of VERY important way the performance of your Web site and your gains.
When doing Split A / B tests, you no longer have to guess which design, color, header or price work best. The results that you get when doing this type of tests give you an objective answer. Which in turn allows you to make informed decisions.
How is a Split A / B Test Done?
The first thing you have to do is create two versions of the same page with some difference, for example: a different header.
Then, you send 50% of your traffic to one version of the page and the other 50% to the other.
Finally, you measure the results of one and the other in terms of conversion. The one that has the best conversion becomes your point of control.
With these results, you eliminate the version of the page that presented the lowest performance and create a new version to contrast it with your control point; and so on. The idea is to constantly improve the conversion of that page.
When doing Split A / B tests, the ideal is to change only one element at a time. If you change several elements (heading, closing, colors, graphics, etc.) it is very difficult to know for sure which of those changes benefited you or hurt you.
It is very likely that you will not achieve significant changes with each modification you make, but it is a fact that you will learn something with each of them.
There is also a test system called Taguchi that can be used to measure the effect of changes in several variables at the same time. This method is derived from the systems of continuous improvement of the Japanese manufacturing processes; and although in this field they work very well since the improvements are added linearly, in the case of a Web page the results are not always reliable.
Personally, I Prefer the Split A / B Tests on the Taguchi Tests. We Have Seen A/B Testing in one of the internet marketing company in Karnal, HSIM – They were doing it so good with the Google Adsense that they were having around 30% CTR on their ads for search engine traffic. They’re good at A/B testing in Google adsense. I am not sure whether they do it with other business or not.
Should I do Tests Constantly?
If you want to constantly improve the performance of your pages, the answer is “Yes”. In fact, I recommend making Split A / B tests part of the Web culture of any business with presence on the Internet, and its results essential elements when making decisions.
If you have a quality traffic driven on your targeted landing page with the optimized content marketing strategy (consist of I-You factors, Quotes, Facts , stories, emotions etc) more likely you will convert them so keep hustling, keep growing! If you have any question, please get back to us in a comment box given below and we will help you out.