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:
- First, we set up tracking of brokerage accounts to distinguish current customers from traders.
- We designed Content Experiments to understand which version of the landing page drove the most sign-ups (shown above).
- The test results clarified which landing page was most effective, showing a dramatic 44% increase in sign-ups and a 98% probability of continuing to beat the original version (shown below).
Have you hit the wall on making one-off, ad-hoc responses to analytics insights? Or doing before-and-after comparisons that are confounded by differences in the before and after audiences? If so, it may be time to take your efforts to the next level with a closed-loop solution that identifies the best page version, eliminating the need for complicated analysis.
Our Conversion Optimization services can help you get started by examining your existing analytics, then recommending key pages to test. We set up automated experiments that compare different versions key pages to see which performs best among a random sample of visitors. Our test results will reveal the perfect blend of messaging and creative elements to optimize each page. Once the stronger version has been implemented, you can expect to see an uptick in the rate of conversions and realize the true power of effective online real estate.
Our consultants are experts in Google Analytics Content Experiments, Visual Website Optimizer, Optimizely and Adobe Test & Target, and other Conversion Optimization solutions. If you decide that a more robust split testing solution is for you, there’s no need for you to master these tools because Empirical Path can do the heavy lifting for you.