Improving Your Conversion Rates Through Testing
So you know what conversion rates to track. (If you don’t, this blog will get you up to speed.) Now, what should you do with all the data?
An excellent next step is to conduct systematic A/B testing based on the data you’ve acquired.
Let’s say, for example, that your team creates a compelling email that gets sent to a segmented list of prospective customers. The email contains a call-to-action that leads to a landing page to sign up for a free 30-minute business consultation. By tracking the right data, you’ll see how many people open the email, the number of people that click your link to the landing page and who provides personal information in exchange for the consultation.
In a perfect world, you’d nail it. You’d consistently see leads signing up for your consultation and moving to the next milestone in the sales process.
The chances of that happening, however, are slim. It’s highly unlikely that you’ll be super successful in optimizing conversion rates on your first go-around. This is where A/B testing is helpful.
Use A/B testing to tweak your process and refine your message. First, pick a relative measure, such as the subject line of an email. Create two versions of the same subject line. You might try framing one as a “how to” and taking an interrogative approach with the other. Test them both. Weigh the data and see which performed better. Keep the winner, create another subject line and test it against the winner. Keep refining your process with A/B testing until you see the results you’re seeking.
Other possibilities to consider for A/B testing include the time of day a message is sent, the colors used in the content, whether the message is graphic-heavy or text-heavy, the language in the sales copy and tone of the message.
The Tellwise Nutshell (TTN): It’s worth measuring how your customers react to anything you put in front of them. The only limit you should consider with A/B testing is the amount of work you create for your sellers. After all, your sellers should spend most of their time selling. So start dreaming up great new ideas, and put them to the test!
Learn more conversion rate strategy tips in our FREE e-book, “An Ultimate Guide To Conversion Rates: A Must-Have Resource For Today’s Sales Executives.”