The primary purpose of digital marketing strategies is to drive more visitors to your site. However, driving traffic to your website is just the beginning.
An effective digital marketing strategy converts visitors to leads, thereby increasing sales and improving the overall profitability of a business. This is why CRO, or Conversion Rate Optimization, should be the ultimate focus.
Using an analytics tool such as Google Analytics is the first step to split testing, as you need to be able to know what your conversion funnel looks like, where the weak points are, and what your current conversion rate is. This information serves as a starting point for your journey. From there, you need to start performing split tests.
What is a Split Test?
Simply put, split testing involves creating several different versions of a web page, and then testing the traffic to each of these versions. For example, if you have a signup process on your website, you may create a variation that has a focus on adding testimonials, or perhaps a version that reduces the amount of fields needed to sign up. When a visitor arrives at the sign up page, they are randomly given one of the versions and the system measures which one performs the best.
Why Is Split Testing So Powerful?
Split Testing cuts through the noise and provides hard data on what works and what doesn’t, which is what you need to improve. By using the scientific method to test and validate theories, it removes the guesswork so that you can learn about how your users engage with your website. It also does away with assumptions by allowing you to test to see if they’re actually valid or not.
You’ll be surprised at the results you find. To continue the discussion, email our team at [email protected].
Forrest Hatfield is the Founder and Chief Strategist of LIFTOFF Digital, a team of web experts based in San Luis Obispo. LIFTOFF assists clients every step of the way, from website design and development to management and marketing. Learn more at www.gainliftoff.com.
