You have two versions of a website landing page (A & B) and you want to test each one to determine which is the best and produce the most conversions. A/B testing (also known as split testing) can also tests different elements like logos, colors, call to actions (buy now!), placement, headline, layout of website, images, amount of text on pages, etc.
Think of A/B testing (or split testing) as a methodology that enables marketers to compare a variety of test samples against a baseline control sample (the existing element) to identify and measure which element is most effective in achieving desired outcomes. A/B testing begins with a core baseline (A) and a variation (B) or alternative version. A & B are tested simultaneously to measure which version is more successful.
After you decided what to test, grab a good tool for the project. Google Analytics has a A/B testing feature called Content Experiments (Google Optimize). You can access Content Experiments (Optimize) by logging into your Google Analytics account, opening the profile you want to run an experiment in and click the Standard Reporting tab. In the left menu click Content, then Experiments, then start experimenting.
Other great A/B testing tools include Optimizely, VWO, and Convert Experiences.
Tips: When doing website A/B testing, never ever wait to test the variation until after you’ve tested the control. Always test both versions simultaneously. Don’t let your gut feeling overrule test results. The winners in A/B tests are often surprising or unintuitive. Know how long to run a test before giving up. Giving up too early can cost you because you may have gotten meaningful results had you waited a little longer. Make your A/B test consistent across the whole website. If you are testing a sign-up button that appears in multiple locations, then a visitor should see the same variation everywhere. Do many A/B tests! An A/B test can have only three outcomes: no result, a negative result or a positive result. The key to optimizing conversion rates is to do a ton of A/B tests, so that all positive results add up to a huge boost in traffic and conversions.
Both A/B are extremely valuable for your business. A/B Testing makes one thing crystal clear to marketers – you don’t know what works with your end-user until you test.
The use of “heatmaps” is a great tool when optimizing your website for maximum success. Heatmaps are just one of the many tools (Google Analytics, A/B testing, conversion funnel) in your arsenal to help identify and fix certain sections of your company’s website. Heatmaps are a way to visualize different types of data, including where people’s eyeballs first land on your site and how likely your visitors are to click on different areas of your pages.This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. A heatmap is a snapshot look at where your website visitors are focusing their attention.
Another good tool is the “mouse” movement heat map. This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. This type of heatmap can be extremely useful to internet marketers, as they help to determine the ideal placement for any promotional information. Most heat map tools are not free. However, the free tools are really low quality. Go with the paid tools.
Tip: I like Crazy Egg heatmap reports. Its a reasonable, paid tool with quality heat mapping options. The use of heatmaps is crucial in making content creation and website design decisions!
A heatmap is one of the most powerful and efficient diagnostic tools with which you can uncover a large amount of insights on how visitors interact (travel) with your web pages and use those insights to improve your website’s engagement funnel journey.
Besides driving traffic to your company’s website, good sticky content reinforces your brand – The brand becomes a more noticeable name online as people share your content and start commenting on it, retweeting it, and helping it to build trust. These effects “gel” over time and you will see the website traffic increase, SEO benefits (rank higher on Google) and hopefully a conversion (website funnel strategy) in the end. Strong pieces of content can help you become more visible online, both on search engines and in social media. Your social media platforms are one of the best ways to connect and share content with your target audience.
Content creation success is measured many ways including:
– Spike in visitor traffic and page views on a specific content post.
– The number of Shares, Likes, Pins, ReTweets on Social Media.
– Media mentions and stories covering your business or firm.
– Website ranking (SERPs) increase.
– Conversions. Actual product sales or new clients (example: Financial Services).
If you lack the resources for generating content, outsource to an agency or freelancer for help. The basic purpose is to create content and try to post at least 2-3 times per week. Content is scalable and you can add as needed or when more resources become available. Content Marketing is important! Without it, you’re going to struggle to attract the attention you need to collect leads and convert them into sales or clients!
First thing to do is ask whether mobile visitors are interacting with your website differently than desktop users? It’s important for your website to work well on mobile devices, so if you haven’t yet invested in making your website mobile-friendly, it’s time to do so
Mobile optimized websites tend up higher in search results. With the rise if modern more powerful smartphones and tablets, mobile searches make up more than half of searches on Google.com.
- Go into Google Analytics and segment out the mobile traffic. The mobile segment might include Tablet traffic so be aware of that figure. Once you have the data, focus on landing pages, conversion rate, and where people leave the conversion funnel. Optimize accordingly.
Responsive web design has made it possible to create sites that work across all platforms on an even play level. Mobile optimization has begun to gain credence as a potentially preferable strategy now in 2021. Instead of simply compressing and slightly rearranging the content on the screen, you design the entire experience for smaller screens. A good basic mobile optimized website should include the following:
- Keep forms as short as possible.
- Clearly display your CTAs. Your CTA needs to focus on that primary goal.
- Avoid large blocks of text and choose the right font.
- Simplify your menus including the Search function.
Finally, prioritize speed. The best way to keep your page speed loading time as low as possible is by simplifying your design.
Tip: Its always a good idea to add a mobile XML sitemap and submit it to Google and Bing. Although, if the website is responsive, it’s not necessary to have the separate XML sitemaps for Mobile. I don’t think it’s not required as per Google’s guideline. When there are pages of similar content on desktop and mobile, they need to be interlinked by canonical tags so that google knows what is the alternative page for that, and automatically crawl and give equal importance to the other page which is still not there on the sitemap.
In its simplest terms, page load time is the average amount of time it takes for a page to show up on your screen. It’s calculated from initiation (when you click on a page link or type in a Web address) to completion (when the page is fully loaded in the browser). Usually it’s measured in seconds.
A 1 second delay in page response can result in a 7% reduction in conversions. This chart also shows how a user remains impatient once we click through that top result Google gave us: half of us will abandon a Web page that takes more than four seconds to load. The stakes are getting even higher as more traffic moves to mobile devices: 40% of shoppers accessing an e-commerce site with their smartphone give up after just three seconds of waiting for a page to load. If you are in the Financial Services industry, that visitor giving up while the page continues to load will lead into a lost client acquisition.
Put yourself in the shoes of your customer or possible new client, and you will realize people hate waiting for a website to load! Web page load time not only impacts user engagement with content but also impacts the wesbite funnel strategy, and thus your site conversion rate.
You can monetize your website in several ways. You can place ads, write sponsored content and get backlinks to your blog or website for paid articles.
If your interested in monetizing your website, do the math first.
- What’s the revenue per visit? (RPM)
- What’s the cost of getting a visit?
- Is there a viral co-efficient?
- What’s the cost of a visitor?
- Are there members/users?
- What’s the permission base and how is it changing?
Ways to monetize a website include “Affiliate” marketing, Selling Ad Space, Google AdSense, Online webinars or online video courses, sell digital products, create a membership-based or subscription website. To give you some benchmarks, a site that gets 1,000 ad clicks daily would earn about $450 per month. On the other hand, a site that uses affiliate marketing and has memberships/subscriptions can earn several thousand per month.
A quick guide on how to drive traffic to your website.
- Create a XML sitemap! This tactic should start when you create a site. A site map should be linked to from every page on the site. This will help the search engine robots find give the search engines a clear path to your content. Make sure you Submit the sitemap to Google using the Search Console Sitemaps tool. “Submitting” a sitemap means telling Google where to find it on your site.
- Build inbound, one way links to the page or pages, preferably from topical sites that have a high page rank. Do not overdo links though, Google only crawls so many links per page. If you do have a lot of links, place your important ones in the body of text. These carry more weight, and search engines may devalue links found in the header, sidebar and footer.
- Find the “key phrases” that potential customers are using to find your products or services on your and competitors’ pages.
- Build link popularity (backlinks) = which means that other sites contain links to your site.
- Update the pages (blog posts) on your website often. Content is KING.
- Brand your website so that visitors always know they are on your site. Use consistent colors, logos and slogans and always provide a ‘Contact Us’ link on each page.
- Put a blog on your website and update it every day.
- Make sure your website (company) is in Wikipedia.
- Comment on Blogs (provide linkbacks).
- Submit SEO optimized Press Releases.
- Make sure your website or blog is FAST (load time). Optimize your site for speed. This helps PageRank now with Google.
- Get on Twitter, Facebook, LinkedIn. Build a following. Even though Google turned off the realtime search utilizing Twitter, you can still tweet out good information about your company and provide a link back to your website. Build up a solid “influencer” following and get your tweets “retweeted”. The more retweets a link receives, the better it seems to drive solid traffic.
If your a start-up, small business, or a one-man show, you may not have an enormous budget to launch a product like say Microsoft or Apple. Never spend more than what you can afford to lose or gain a new customer. Below are few essentials for a successful product launch with limited budget:
- Social Media. Set up a refresh of your Facebook page, LinkedIn & Instagram company page. Send out Twitter product launch tweets (schedule tweets 24 hours before launch date), create a LinkedIn group, create a webinar (webinars are huge right now, and they are the easiest way to connect with your audience). If your in retail, use Groupon. If you have a physical location your customers frequent, utilize geolocation tools like Foursquare or Gowalla. In addition to a review site, Yelp also offers “check-in” offers and “deals” that are similar to what Groupon & Living Social offers. Use these services to reach out to new, potential customers.
- Website refresh. Create new product-specific landing pages, feature photos (.png’s), blog content, online collateral. Adjust and enhance your website meta tags/keywords to reflect new product information.
- Review copies. Reach out to influential bloggers + online publications. Send them copies 1-2 weeks before launch with an embargo date. Make sure you have some type of “blogger relations” program at least 6 months before launch. Relationship building with bloggers is key. Get to know them, comment on their blogs, reach out to them and introduce yourself.
- PPC campaign. Stick to one advertising platform like Google Ads, Amazon, or Facebook ads.
- E-mail marketing. Consider offering a pre-order for your new product, exclusive only to e-mail recipients. Or, offer a sneak peek at the new product before it’s released to the public. Use Constant Contact software and automate your email campaigns.
- Press Release. If you have some budget, use Business Wire. A cheaper alternative is PR Newswire. These PR distribution companies now are fully automated and support Social Media + mobile (iPad, smartphone) tools.
- Work your ass off. Rather then using a ton of money, use your time, energy and creativity!
Its crucial to measure your results after your launch. Go back and re-double efforts on which of the above techniques are working and abandon the ones that are not working.
Make sure your images are catchy, contextual, and load FAST. Optimize your images! Descriptive image file names, ALT tags, file size, Anchor text. Make sure all images are hi-res (.png).
You have two versions of a website landing page (A & B) and you want to test each one to determine which is the best and produce the most conversions. BTW, A/B testing can also tests different elements like logos, colors, call to actions (buy now!), placement, headline, layout of website, images, amount of text on pages, etc. Think of A/B testing (or split testing) as a methodology that enables marketers to compare a variety of test samples against a baseline control sample (the existing element) to identify and measure which element is most effective in achieving desired outcomes. A/B testing begins with a core baseline (A) and a variation (B) or alternative version. A & B are tested simultaneously to measure which version is more successful.
After you decided what to test, grab a good tool for the project. Google Analytics has a new A/B testing feature called Content Experiments. You can access Content Experiments by logging into your Google Analytics account, opening the profile you want to run an experiment in and click the Standard Reporting tab. In the left menu click Content, then Experiments, then start experimenting.
Tips: When doing A/B testing, never ever wait to test the variation until after you’ve tested the control. Always test both versions simultaneously. Don’t let your gut feeling overrule test results. The winners in A/B tests are often surprising or unintuitive. Know how long to run a test before giving up. Giving up too early can cost you because you may have gotten meaningful results had you waited a little longer. Make your A/B test consistent across the whole website. If you are testing a sign-up button that appears in multiple locations, then a visitor should see the same variation everywhere. Do many A/B tests! An A/B test can have only three outcomes: no result, a negative result or a positive result. The key to optimizing conversion rates is to do a ton of A/B tests, so that all positive results add up to a huge boost in traffic and conversions.