As a marketer, you've probably taken the necessary steps to collect data about your website. Most likely, the web analytics solution you have in place gives you a solid understanding of your online audience, along with some key factors that lead to conversions on your website. That’s a great place to start, but are you leveraging those baseline analytics to test, target and truly optimize the offers, calls to action and processes on your site? Do you know exactly which combination of elements actually converts visitors to take the desired action?
If not, you’re not alone. Most marketers want to do more than simply capture better data; they want to test the content of their landing pages and then optimize it by targeting visitors with messages and options that will convert them to inquire, purchase, or sign up for more information.
Many companies begin by using free options like Google Analytics Content Experiments, then migrate to more robust paid tools like Optimizely or Visual Website Optimizer, which feature split testing and more sophisticated targeting functionality at an affordable price. Using these more advanced tools, many marketers have seen remarkable increases in conversion rates, whether they measure success by the number of orders, registrations, and leads, or by content consumption.
Testing in Action at Kapitall
We recently helped an online brokerage boost its conversion rates by testing its website content. Kapitall’s gaming-style interface enlists traders to sign up for brokerage accounts, then use the site to trade stocks. Every incremental sign-up is key, so having a truly effective landing page is critical. We took these steps to choose the best: