It’s good if your landing page looks highly attractive. But what actually matters at the end of the day is the rate of conversion. In fact, you need to analyze both the rate of click-throughs and conversion so that you have a clear picture of how your landing page is actually performing. Thanks to split testing, it helps you move one step further and know how you can get the best results with your landing page. Yes, split or A/B testing is the most effective way of finding out what really makes an impact on visitors and what doesn’t.
Once you have decided what elements you would really like to test and set up the test (through a split testing tool), it’s time to track the results and improve your landing page so that it gives you the best ROI possible.
Click-Through vs Conversion
Any split tester (whether free or paid) will provide you two important pieces of data – the click-through rate and the rate of conversion. Before you start to study the results of the test, you should first of all be very clear about what these two terms actually mean. Usually shown in percentage, click-through rate (CTR) is the number of clicks received divided by the number of times an ad is displayed to the visitor. If a web page or ad, therefore, is displayed 100 times and it gets 15 clicks, the rate of click through would be 15%.
On the other hand, the rate of conversion can be defined as the number of goal achievements divided by the total number of visits. The word conversion is actually used to signify a ‘completed action’. You may have different conversion goals depending on your specific requirements.
A 35% conversion, therefore, means only 35 people completed an action (signed up or made a purchase) out of every 100 visitors that your web page of landing page received. A higher rate of conversion states you’re making more sales on your website or landing page.
Tracking the Results
Let’s now get back to split testing and the results tracking part. At the start of a split test, you have two versions (original and new) at hand. With the help of split tester like ‘Simple Page Tester’, you can set up the test in a way that both the versions of the page are displayed to the visitor (either simultaneously or randomly). After the testing has ended, you’ll be able to study and analyze essential data like the rate of click through and conversion rate.
By comparing the data available for both the versions, you can easily find out which one performed better or brought in more sales. And that’s how you choose the winner. However, split testing is not just a one-time process. You can choose to conduct these tests every couple of months, as customers’ behaviors and preferences keep on changing with time.
What’s More Important?
One thing that you really need to make sure at any cost is that the results of the split or A/B test are accurate and significant enough to use for the improvement of the landing page. You should decide the time span for the test really carefully. At the same time, you need to work with a considerable sample size. An inadequate (or too small) sample size may provide you with inaccurate or skewed results. If the results are accurate, you can use them effectively to enhance the design of your page and generate more conversions or sales.
So, are you ready to conduct your first split test? Please feel free to share your views and opinions in the comments section below.