Why Is Your Conversion Rate Important?
Your website conversion rate defines how many sales or leads you get from your current advertising budget. If your website converts 1% of visitors into sales leads for your business you'll get 10 leads for every 1000 people that visit your site. But if you can increase your conversion rate to 2% you will get 20 leads from the same 1000 people without spending a cent more on advertising. A high converting website is one of the most powerful competitive advantages you can have.
What Is Split-Testing?
Split-testing (also known as A/B testing) has been used by savvy website owners for the last 10 years to maximise the return from their advertising spend. Split-testing is the process of testing various elements of a web page to identify which combination of factors produces the best results. For example, you might test two different headlines to see which headline produces a higher conversion rate. Or you might test which of two different offers produce the highest response. Split-testing removes the risk of incorrect assumptions made during the design process by scientifically testing and measuring different web page elements to find the ones that produce the best response.
What Can You Split-Test?
You can split-test anything on your website including headlines, images, wording, buttons, links, design, layout, forms and anything else you can think of. The key to getting the best results is split-testing the elements which have the greatest impact on results. These elements are usually the headline, the wording, the offer and the images.
How Does Split-Testing Work
The process of setting up a split-test is quite simple, but knowing what to split-test is where the real skill lies. Split-testing requires a solid understanding of both direct-response and online marketing principles and how they affect a website's performance. The amount of work required to setup a split-test depends on how the site was developed and what is being split-tested - changing a headline is easy, but changing the layout of a website is much harder.
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How Can Web Profits Help?
The team at Web Profits have been split-testing websites since 2003. We have conducted split-tests on sites receiving more than 1 million visitors per day, as well as sites receiving 10,000 visitors per month. We know which parts of a website can produce the biggest increases in response and we know what to test to get those increases. In one of our latest website conversion projects we increased the conversion rate from 2.3% to 10.4%, which meant our client received 4x as many leads from the same advertising spend.
Do You Qualify?
To achieve the best results with split-testing your site must be receiving a minimum of 10,000 visitors per month. With this amount of visitors you'll be able to run a split-test once per month, get the results at the end of the month and then setup a new split-test for the following month. Any less than 10,000 visitors per month and a split-test can take months to complete. Of course, the more visitors you have each month, the more split-tests you can run.