More. We all like more, right? More sales. More customers. Better conversion rates, lower conversion costs.
It can be done, but you can’t rely on AdWords or organic placement alone – a web site and more specifically the pages you land a visitor on need to work hard to convert that visitor in to a sale or an enquiry.
We use Google Website Optimiser to test landing page variations to improve conversion rates. This is a free Google tool that does the hard work for you.
You’ll need the ability to add some code and make page changes on your site. Your friendly developer or coder should find it easy enough.
How To Implement a Website Optimiser Experiment
Firstly, you need to create and upload at least one variation of your original landing page to your server (we’d recommend 2-3 variations for the best results). Try different headlines, or different copy, or different images, or even a different layout. We’d recommend testing just one element at a time though, otherwise it might be difficult to isolate the reason why one variation performed better than another.
Next, create an experiment specifying the original landing page, the URL of the variants and the conversion page. Website Optimiser then provides the codes that need to be installed on each page. Once added and verified, start the experiment.
How it Works
When a visitor lands on your original page, the code will redirect them to one of the variations, spreading the traffic evenly amongst them during the experiment. The source of this traffic isn’t important, whether it’s from AdWords, Facebook, Yahoo!, Bing, organic placement or your email marketing.
It takes some time. Depending on how much traffic visits the landing page you’re testing, it could take days, weeks, or in some cases, months, particularly if you’re testing minor variations. Wait until enough data has passed through the experiment to pick a clear winner or a clear loser.
A graph illustrates the conversion rate of each page as the experiment proceeds. This is annotated with the percentage chance of that page beating your original. Eventually, you will find out which page performs the best and produces the best conversion rate.
Once you have the data, knowing which page performs best is great, but it is more important to understand the reason why, so take care when creating page variations. Finally, make this page your original and you can start testing new variations to improve performance further.
Website Optimiser: The Point
The point of the Website Optimiser is to test and measure variations of web pages to see which produce the best results. You can experiment with different fonts, images, text, videos and more. The aim is to increase your conversion rate, thereby decreasing your cost per acquisition.
In a recent project, we’ve seen a 20.9% improvement in overall conversion rates after two experiments on a single landing page.
What it Means for Profitability
Getting a higher conversion rate means a lower cost per conversion, which means more sales or enquiries for your budget.
It also means that you can afford to bid more per click than your competitors because you know that your cost per conversion will still be lower. Your ads will be in higher positions where there are more clicks and more sales and enquiries.
With a predictable conversion rate, you can afford to increase your budget to buy more quality traffic and you’re on your way to dominating your chosen market.
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