How To use Split-Run Testing to Raise Your Conversion Rates
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How To use Split-Run Testing to Raise Your Conversion Rates
By Merle
Have you ever heard the phrase "split-run testing?"
No? If you have a website and you're trying to sell
something online, you need to know about this valuable
testing process that can increase your bottom line.
Split-run testing is where you create different
versions of a sales page (for example) to test its
effectiveness. When users enters your site, they're
shown one version or the other. Once you do this
enough times you can easily see which version
converted visitors into buying customers. Are you
following me here?
The benefits of split-run testing are many. You can
see at a glance what's working and what isn't. By
testing different versions of your copy and tracking
what converts, you can make permanent changes and
see an increase in your sales with the same amount
of traffic. When you improve your conversion rates,
the money you spend on marketing will work harder
for you as more of your site's visitors make the
leap from browsers into buyers.
If your sales copy is ineffective, all the traffic
in the world will not increase your sales activity.
By testing and tracking and finding out what does
and doesn't work, you can incorporate changes that
are proven winners and make more money. Sound good?
Of course it does.
So what kinds of things might you want to test?
Some people might start with two different versions
of their sales letter (for example, your home page).
Then once they finish testing the copy itself, run
tests on more specific elements like including more
or less testimonials, the headline, adding a Post
Script or not, etc.
There are many different factors that you can test,
but for the most accurate measuring results, the
trick is to test only one component at a time. You'll
also want to allow each test to run to between 500
to 1000 unique visitors before coming to any
conclusions.
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Here are some things you might want to test:
- Your Headlines
- Different Design Elements of Your Site (i.e., fonts, colors, etc.)
- Sales Letter
- Navigation Structure of Your Site
- Bonus Offers
- Pricing Points (high or low)
- Long Copy Versus Short Copy
- Different Advertising Strategies such as banners, ezine ads, pay per click copy
- Openings/Closings
- Order Forms
So now that you have a clear idea of what "split-run"
testing is, how do you do it? There are many different
software packages out there that can do the job for
you.
This script is free to download and once it's
installed on your server, you simply enter two web
addresses into a form and press submit to start
the testing process.
Created by Duncan Carver, who is an absolute genius
when it comes to online marketing. It's hard to
believe he gives this software away for free, but he
does. It allows you to run multiple tests simultaneously,
broken down into individual campaigns. You can test five
different test subjects against each other at once.
If you need help with installation or have some
questions on the script's workings go to Duncan's
forum http://www.marketing-strategy.org/forums/
You'll find plenty of other test users willing to
answer your questions or provide assistance.
This $149 software package runs on UNIX systems.
You'll need access to your CGI bin and the ability
to run Server Side Includes on your site. You decide
what to track, actual subscriptions, sales, etc. You
can also enforce a fixed deadline for special offers.
Install this $29.95 PHP database driven software and
it will automatically rotate different versions of
your website, so you can see at a glance which ones
are outperforming the others.
A script that runs on your server and is UNIX based.
This software works by constantly displaying different
versions of the same web page at the same url. Comes
with a 60-day money_back guarantee and sells for only
$37.97.
As you can see, testing and tracking what works and
what doesn't isn't that hard -- and can save you a
lot of money in the end. Without testing, you have
no way of knowing what's working with your marketing
efforts, and that's like playing pool in the dark.
You might be able to feel your way around, but you'll
have no way of knowing if you're aiming in the right
direction when it comes to sinking the ball in the
pocket.
Converting visitors into buyers is the name of the
game online. Isn't it time you found out if all
your hard work is paying off?
About the Author
Merlehttp://www.EzineAdAuction.com
"Where some of the BEST Deals in Ezine Advertising are Made"
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