Split Testing

Split testing is the way to be constantly checking on what is working in your marketplace and what is on its way out.

What is it and how does it work?

If you have some knowledge of the scientific approach to experimentation you would understand the fundamentals for split testing.  It involves the creation of two test conditions, one control and one test and sending traffic to both (potential customers) to see which one works best.

One of the simplest and most effective ways of doing this is to create two landing pages not visible to customers visiting your standard website.  On the two pages place different tests like different calls to action.

Now send a sample of 100 visitors to each.  Watch the stats and see which one creates the most interest.  If one of these calls to action work better than the current one on your site use it but don’t stop there.

Take the winning call to action and make two versions of it by tweaking it slightly.  Now repeat the process.  By doing this a number of times you can be sure, by scientific testing, the actionable items on your website have the best chance of generating persistent leads levels.  The key is making sure you understand the stats and being brave and trying new things.

There are other ticks to ensure you get the best value from this exercise however they would take too long to explain.  Call us if you want to get a bigger bang from your website.