When it comes to perfecting your sales page, split testing, also known as A/B testing, is the way to go. It allows you to gather information about your sales page that tells you what is and isn’t working. This, then, gives you the information you need to make any necessary changes in order to increase sales and conversion rates.
We touched on split testing and its importance to affiliate marketers briefly in this post, but today we will focus on what you should consider split testing on your sales pages. Keep in mind that the more you perform these tests, the better your sales page will be. And, the better your sales page performs, the more money you will make!
Your Headline
The first, and probably most important, component of your sales page that should be split tested is your headline. This is the first thing that a visitor to your site will see and if it doesn’t grab their attention right off the bat, chances are you’ll be losing that sale. In fact, according to Brian Clark at CopyBlogger, while 80% of your visitors will read your headline, only about 20% of them will keep reading through till the end.
Compose several versions of your headline and choose the best two, to begin with. As you continue to split-test, you can tweak it and modify it until you are satisfied with your results. If conversion begins to fall off again over time, simply repeat the process.
Your Call To Action
The call to action is also an extremely powerful and important part of your sales page and you probably, and should, have several of them. Think about it, conversion happens when you succeed in getting someone to respond to your CTA, so that is definitely something you are going to want to split-test! Having a well-designed call to action that is placed on your page correctly and gives clear, concise direction will greatly increase your chance of making a sale and is another part of your sales page that will need to be monitored continuously.
Testimonials & Social Proof
If you’ve received any kind of social proof or testimonials on your product or service, you may have included them in your sales page. If so, and you split test your sales page with different ones, you may find that your visitors respond better to one person’s testimonial than another. It’s worth your time to find out what ones work for your audience and you can continue to test as you receive more and more feedback.
Pop-Ups
There seem to be two very opposing sides to using pop-ups on a sales page. People either love using them and see great results, or they abhor them because they lower conversion by irritating potential buyers. For those who use them correctly and in a way that is not offensive to your website visitor, they have proven to work very well. JVZoo only allows one pop-up to be used on a sales page, so if you are using our platform, perhaps you might split test one page with and one page without. Or, if you definitely plan on using one, play around with your wording, colors used, and CTA.
Your Visual Design
Split testing the design of your sales page could include any and all of the following: your color scheme, layout, images, fonts, etc. The psychology behind the use of colors to elicit certain responses in potential customers and clients is something that should be studied in depth by anyone designing a sales page. Remember that it takes less than a second for a person to form an impression about someone, and websites are not really that different. First impressions matter, so make yours the best it can be!
Well thought out and planned split testing will make a huge difference in your marketing efforts and is something that should not be ignored. Knowing what works best for your business and your customers can improve your revenue substantially. Continuously testing your sales page and other marketing materials will ensure that your campaign remains highly effective and profitable.
