When you’re running a business, the most important thing you can measure is your return on investment. It’s everything. If you’re spending money that isn’t bringing in an identifiable profit, then you’re wasting cash – plain and simple!
But what if you’re not making as much money as you could be making? Let’s say that you’re investing $250 a month into pay per click. It generates $500 in revenue a month – $250 worth of profit.
What if you could increase that amount to $300 a month? What if you could double it and start bringing in $500, or even $2500 in profit every month with the same investment? You would be throwing money away if you didn’t investigate that opportunity.
All you need to do is start split testing your landing pages.
Split Testing 101
In the most basic sense, split testing involves comparing the performance of two versions of the same thing. The goal is to determine which version can generate a better conversion rate. Your conversion rate is what determines the profitability of your campaign.
For instance – if you run a service oriented business, you may consider a customer call a conversion. Your sales team can schedule the appointment. You might also consider it a conversion if they signed up for a mailing list, made a purchase, or submit their contact information.
Whatever a conversion is for you, you want more of them. If you have a page that’s converting moderately well you owe it to yourself to test a variation and see what happens.
Three Easy Split Tests
If your conversions rely on customers calling you split test the placement of your phone number. Something as simple as switching it from the left side of your header to the right side could cause a dramatic increase in calls.
Test two different versions of your landing page – one with pictures of happy, smiling people and another without. See which converts better. Studies have shown that having a smiling woman in an advertisement can increase its effectiveness. Give it a shot and see what happens.
Split test different colors for your contact forms. While you’re at it, split test different calls to action, too. Instead of just trying a button that says “Click here to sign up for the mailing list,” you can test something a little more commanding. Try, “Sign up for the mailing list right now,” or even, “Get Our Mail, You Know You Want It!”
Further Split Testing Options
Something small businesses may want to try is having a live chat representative on the site. It’s important that you train this person to sell your service. One of the best ways to do this is by encouraging the chatting prospect to provide their phone number.
Once the contact information is obtained it can be forwarded to a sales manager who can call the customer and schedule an appointment. In some cases, this can help to increase conversions by 10% or more.
Split testing also helps to protect you from losing a well established stream of revenue. Since you’ll be testing between a new version and an existing version that’s known to work, you will always have revenue streaming in.
Sure, you might make a small investment during the first two to three months, but once you find a new page that converts better you’ll make it up quickly.
Here’s a bonus split test you can try. Instead of having your customers call, ask them to submit just their name, phone number, and email address to a contact form. You could double your sales.
Author Bio:- Kevin Gao is the founder and CEO of livechat.comm100.com, a leading provider of live chat software for business. As a software developer as well as a small business expert, he’s always ambitious to revolutionize the way of online customer service and communication. Find Kevin on Google+ to find out more about him.