Do the following statements apply to you?
- You’ve invested in developing an ebook but no one is downloading or buying
- You’ve invested in developing a newsletter but no one is signing up
- Your visitors arrive at your home page, and bounce right off
- You’re not getting approached by targets / leads when you offer free consultations
Is the ROI on your website practically zero?
I think it’s safe to say you didn’t invest in a website, ebook, and newsletter only to have nobody care. You built it, now it’s time to get them there.
If your landing pages are getting traffic but they’re not taking action, you need to find out why. You can put down your pipe and your magnifying glass, though, because your investigative tool for this case is split, or A/B, testing.
You Don’t Need to Be Techie to Split Test Your Landing Pages
Jontus Media uses Unbounce, a service that allows you to create multiple versions of a page and test them to see which performs better. Unbounce is a paid service, but it does come with a free trial version.
You can tell how user-friendly Unbounce is by their tagline, “Build, publish & A/B test landing pages without I.T. The landing page builder for marketers.”
On the other hand, more advanced designers can code their own templates with custom HTML / CSS.
Once you’ve set up a landing page, Unbounce will encourage you to make a variation of the page and then will serve them up randomly to visitors enabling you to discover the best converting page.
Unbounce also plays nicely with services like Wufoo, MailChimp and Aweber if you’re looking to grow your email list.
If you’d prefer to test for free, Google Analytics will let you run “Content Experiments” on your landing pages. The post I linked to is a good tutorial on how to get started. Content Experiments is a more complex option than Unbounce. Evaluate your abilities and choose wisely.
What Should I Test?
Let’s imagine you want to generate leads by offering a free consultation. Your landing page conversion, then, is to have someone sign up for the service.
You’ll want to create two versions of the landing page. TIP: You can use Gravity Forms in WordPress (paid) or Wufoo forms (free & paid versions), to make this easier. Jontus Media prefers Wufoo because they’re easy to use AND integrate perfectly with Unbounce.
Here’s what you want to test. And keep it to just one major difference per page. You can only meaningfully test one thing at a time.
- Include a video / no video
- Placement of your Call to Action (CTA)
- Color choices on the page
- Web copy for the offer
Split test form: (with wufoo you just send the link from the landing page to a different form)
- name / no name, just email
- budget, no budget (I use a budget as a qualifier)
- Simple form / more complex form
What Jontus Media has Learned
When Jon tested a free consultation offering on the site, he discovered that conversion rates were higher when the page included a video.
JM client Inspired Kitchen Design tested two “get started with our service” pages. If you click the “Let’s Get Started” CTA on the home page, you go to this page:
Interestingly enough, this page worked better than the actual Get Started Page.
What was the difference? With the original page, the client was more focused on explaining the process of purchasing the product, whereas the new page focused on the product itself.
Sometimes you need to test both, especially when you're launching a new product.
Consider this Before You Split
Split testing should not be the only tool in your evaluation toolkit. It may not fully answer the question of why your landing pages aren't converting.
Split testing works best when you have significant traffic to your site. If you’re only getting 100 or so visitors to your site per day, you won’t get statistically reliable data on such a small number. Invest your time in generating targeted traffic to your website.
If you are receiving 1,000 visitors per day and your pages aren’t converting as well as you would like, yes you’ll want to split test.
Don’t get caught in the trap of worrying about the color of your CTA button before you research why visitors are bouncing off your site immediately. They could have bounced because a Google search for the best smartphones led them to your site about financial services. Those two things have nothing to do with each other.
The very first step is having targeted traffic. Then you can start to split test if they aren’t taking the actions you need.
For More Info On Landing Pages
Check out Jon’s podcast on landing pages: