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Improve Your Website With These Split Testing Tips |
By:
Jim Stone, Ph.D. |
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Have you ever wanted to improve your website, but didn't know where to begin? Here are some ideas:
1. A Lead Image: You can do a lot with a lead image. You can use a hero shot of your product. You can put a picture of someone having the problem that your product solves. You can use a picture of someone receiving the benefit that your product provides. You can add some humor. You can use fear, greed, lust, and other powerful emotions. And you can also work with the location. Should you put your lead image in a header graphic? Should it be to the left of the headline? To the right? Above, so that the headline acts as something of a caption for the image? (important)
2. The Stylesheet: If you use a style sheet to set the font styles, sizes, and colors of all your headlines, subheadlines, body text and more, you can test different schemes very easily. This is often worthwhile. If you link to your stylesheet, it can be tough to run the test, depending on the software you're using. So for the test you might want to pull the stylesheet into the head section of your test page.
3. Location Of Testimonials: So you have some great testimonials. Where should you put them. Some marketers tell you to put a good one up right under the headline. Others say to lump them together near the middle. Others run them down the right side of the page. Others put them after the P.S. Statement. Still others weave them into the copy, and place them where they seem to have the most power. This is a great factor to test, even though it might not make as much difference as some might think. Unfortunately, it's difficult to test the location of factors in most javascript-based split testing programs, though with some PHP (or server-side) programs you can test location pretty easily. (medium importance)
4. A Pre-Headline: This can be used to "call out" your target users. Often these will say something like "Attention: Men Who Are Losing Their Hair!" or something like that. This can have an effect on conversion rate. I usually advise people to test these with their headlines, rather than separately from them. But with some care, you can test them separately. Just make sure every pre-headline works with every headline. (medium importance)
5. Text Of Your Order Button: Should your order button say "submit"? Probably not. How about "click here?" Probably not. Well, what about "Yes! Let me Get Started Now!" Probably better. This is an often over-looked place to test. I would recommend testing it, though it's probably not quite as important as the headline or the offer. (medium importance)
6. Referring To Where They Came From: So the visitor clicks on a Google ad, and they come to your site, and it says: "Congratulations for clicking on my Google ad. You have just taken the first step toward . . ." This can have a powerful influence on the user, because it keeps them in their flow of consciousness that started at Google. You can try all kinds of things along this line. (important)
And there are many more ideas where those came from. Keep looking. You'll find more.
Jim Stone, Ph.D. produced the Split Test Accelerator, and is an expert at using multi-variate split testing to improve landing pages. Visit the STA site to learn more, or visit this page for more split testing ideas. This article is available as a unique content article with free reprint rights.
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Article Source: http://www.statssheet.com/articles/article56054.html |
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