Unless you’re brand new to marketing and lead generation, you already know that split testing can make a tremendous difference in things like landing page and sales page conversions. When you split test to discover what converts the best, you get more subscribers and more sales from the exact same amount of traffic you’re getting now. In other words, you’re working smarter, not harder.
But what factors should you test? Obviously you want to start with the headline, but there are many more things you can test that will also boost your conversion rate. Let’s get started:
– Headline – This is almost always the most important factor to test, yet most marketers don’t bother. And of those who do, many aren’t exactly sure how to formulate a good headline to begin with or what to test against it. So here are some tips:
A. Word your headline in terms of a big benefit, not features. Rather than saying you’ve got a book on weight loss, tell them they can lose weight. “How You Can Lose Weight”
B. Be specific. Rather than simply say they can lose weight, tell them how much they can lose and when they can expect to lose it. “How You Can Lose 22 Pounds In 21 Days”
C. Let them know they’ll achieve the benefits with ease. “How You Can Lose 22 Pounds In 21 Days While Eating Anything You Like”
D. Use some kind of proof. “Secret Harvard Study Proves You Can Lose 22 Pounds In 21 Days While Eating Anything You Like”
E. Consider adding a National Enquirer type of flair to your headline. “Secret Harvard Study Makes Shocking Discovery: One Simple Trick Lets You Lose 22 Pounds In 21 Days While Eating Anything You Like”
(NOTE: Needless to say, these headlines are for demonstration purposes only – your headlines will vary greatly.)
– Don’t just test the wording of the headline – also test the meaning. Slight changes in wording don’t typically yield a huge difference in results, but changing the message can. For example, let’s say your product makes people healthier and less apt to get sick; it helps them to lose weight and have more energy; and it makes them look sexy enough to attract numerous mates. You’ll want to test all three messages – each in its own headline – along with a fourth headline that incorporates all three of these messages. You might be surprised by the results.
– Test your tagline. That’s the line that appears underneath your headline and it’s read almost as much as your headline. Ask yourself if your tagline is positioning your product correctly, and is it pulling people into the first paragraph of your copy.
– Test your body copy, subheads and bullet points. Remember to use straight forward language. In other words, write the way you speak. Test your message and how you present it. Test adding more bullets, fewer bullets, and test the bullets themselves.
– Test your offer. Offering more of your product or service versus less can make a difference, even factoring in the price difference. Test things that change perceived value, such as 20 short videos versus 10 videos of twice the length. Test longer and shorter time commitments as well.
– Test your video. Test not having a video versus having one, and test one video against another.
– Test bonuses. This is a major wild card. Sometimes changing a bonus has almost no effect, while other times adding or even removing a bonus can increase sales considerably.
– Test prices. Obviously if it’s a squeeze page, your price is “free.” But you can also test the wording you use to convey that it’s free. If it’s a sales page, test high and low prices. Sometimes fewer sales at a higher price results in more revenue. Also, test small changes in price, such as $29.99 versus $29.97 versus $27.00.
– Do more price testing. You might offer a free or $1 trial, buy-one-get-one free, buy now pay later, or payment in installments.
– Test choices. If you’re only offering one choice right now, consider testing and offer of 2 or 3 choices. Sometimes ‘choose one’ will make more sales than ‘yes or no’. Using the right pricing can also make more sales. For example, offering one version for $870 and a much better version for just $10 more can create a big boost in sales.
– Test testimonials. This one sounds strange – testimonials always work, right? Actually, no. Vague testimonials or irrelevant testimonials can actually hurt. Testimonial location can also make a difference – do you add testimonials high up on the page? At the bottom? A column to the right? Etc.
– Test your guarantee. Offer the best guarantee you can, and then ask yourself how you might make it even better. Test to see which one works better.
– Test your urgency factor. Test offering limited amounts, limited time price, ‘offer ends Friday,’ etc. Test the reason you give for making the offer limited.
– Test all the stuff that isn’t copy. Test the pictures, the product images, the graphics, the colors, the background, etc. Place copy under the pictures and test that, too.
– Test buy buttons. Test the appearance of the button including color and size, the location(s) of the button(s) and the words on the button, such as “buy” “buy now” “grab your copy” “sign me up” “subscribe” etc.
– If you’re testing a free offer in exchange for an email address, test the product you’re giving away for free. Some freebies work far better than others.
Yes, it’s a lot to test. Obviously you won’t test everything at once. Think of it as an ongoing hobby, one that can make you a considerable amount of extra money without any extra traffic.
Download’able Quote Card “16 Split Tests You Must Run For Better Lead Generation”
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