Don’t Split Test Your Pages Before Doing These 6 Things
When it comes to split testing, you’ve been doing great so far. You’ve got a great design, compelling copy and excellent flow. In your eyes, this new page is irresistible.
But before you press that launch button and unleash it to an unsuspecting world, there are a few more things you’ll want to check. Let’s take a closer look at them:
1. Does Everything on the Page Work The Way It Should?
This seems like exactly the kind of thing you’d want to make sure of before a test, and yet many professionals are left scrambling after they launch a campaign only to find that their mailing list isn’t subscribing new users, or their automated welcome message isn’t going out.
Maybe they learn, too late, that the call-to-action button leads to the wrong page or that new membership backend isn’t giving the user their login information. It should go without saying, but test everything. Every popular device. Every major browser. Everything. Try to make mistakes on purpose just to see if the system will throw you for a loop and then amend them before you start that first test.
In a nutshell, you want the process to be completely flawless, in order to get users to the next step in your funnel.
2. How Easy is it For the User to Visually Digest Everything At a Glance?
This is not the prime time to throw everything at a user and hope some of it sticks. Too often, I see landing pages that are filled to the brim with copy on every conceivable topic under the sun. The landing page, in essence, doubles as a FAQ, a live chat portal, a support desk, a reviews page and just about everything else.
And while I’m not discounting the importance of all of these features, remember that your landing page doesn’t have to do all the heavy lifting. In fact, your main goal should just be to get users to take that first step – followed by another step, and another.
There’s nothing wrong with, say, having a live chat option for those urgent questions that could make or break a conversion. But for everything you add, remember that you’re also throwing yet another layer of complexity to the conversion recipe. Your landing page should be the virtual equivalent of getting a foot in the door – you can always follow up with automated emails or redirect the user to a page that helps further guide their first steps.
Whatever page you’re testing, make it easy for the user to get the big picture at first-glance. No unnecessary scrolling, no need to stop and think “am I in the right place?” Make it push-button simple for them to take the action you want them to take, without a lot of second-guessing on their part.
3. How Crucial Is the Page to Testing in the First Place?
Let’s face it, split tests may be easy to set up, but if you’re only getting some traffic to the page, it will take quite some time before …read more
Source:: Kiss Metrics Blog