You’ve built your beautiful, responsive landing page. Everything looks awesome, the only thing you’re missing is some actionable traffic. That’s where split testing comes in!
What is Split Testing?
Often times, you’ll read or hear about companies creating a landing page, paying for traffic, and then measuring the results of that experiment. However, this isn’t always the case. A lot of times, companies will test several variations of a landing page to see which one generates the best results. This type of experiment is called cross-selling or page split testing.
What is Cross Selling?
If you’re new to the affiliate marketing space, you’ll most likely have heard of Amazon’s affiliate program. In short, with affiliate marketing, you promote products that other companies have produced and, in exchange, they pay you a commission when someone clicks a product’s banner or link (which often takes them to a landing page).
If you’ve ever shopped on Amazon, you’ll know that whenever you click on a product’s banner or link, you’ll see a small popup with all the product’s attributes and information. On the small blue icon on the right, you’ll see a white dot with a green checkmark. This is Amazon’s affiliate system. When you click on that, you’ll see a small popup appear with all the product’s attributes and information. In the middle, you’ll see a green checkmark (which is now white) and above it, there’s a small white number (which is now green) that indicates how many others have bought that product as well.
What is a Landing Page?
A landing page is a type of web page that is designed to get a potential customer to take some action. That action could be buying a product, subscribing to a newsletter, filling out a form, or simply clicking a link. Regardless of the action you want visitors to take, a landing page is a great place to do it. Why?
Firstly, a landing page is a static page. This means that, for the most part, it will not contain any content other than what you want visitors to see. For example, let’s say you’re a hotel. You have a hotel website with a lot of great information about the hotel’s amenities, rate, and booking procedures. However, you don’t want to overwhelm your audience with a lot of text. This is where the benefit of a landing page comes in. Instead of having a bogging website, with a split test, you can create a standalone page.
Secondly, a landing page is a great place to display a call to action. The action you want visitors to take is usually located somewhere within the page itself (but you can put it in a hyperlink if you want). So, depending on how the page is set up, you can guide the visitor to take the action you want them to take. For example, if you have set up an opt-in box at the bottom of the page, you can tell visitors that, by entering their email address, they’ll receive periodic emails from you with helpful tips or information about your hotel. Once they’ve entered their email, you can guide them to the next step (signing up for your newsletter or visiting your booking website).
Why Test A Landing Page?
Testing a landing page is a great way to determine its strengths and weaknesses. Depending on how the page is set up, you can determine what changes you need to make to make it function more effectively. In the same way you’d test a product or smartphone app in advance of launching it to the public, you can test a landing page to determine what changes you need to make before rolling it out to your audience.
For example, if you’re testing to see which design works best, you can set up a landing page with one design and then, using a tool like Google Analytics, you can track how many people are clicking on it and how many are completing a given action (e.g., signing up for your email newsletter). With this type of split testing, you can always go back and make changes to the page’s design or content to find the best combination that works.
Additionally, you can test the page’s copy in terms of whether it’s clear or not. Do you need to add more information about the product or service? Is the language accurate and engaging? With a landing page, you have a built-in readership (because it’s a static page) so you can test the copy’s impact on your bottom line directly through a tool like Google Analytics.
When To Test A Landing Page?
The first step in testing a landing page is to determine the page’s purpose. Why are you creating this specific page? Is it for traffic or to get a specific action? Once you know the answer to this question, you can set up a landing page, choose a design (if you’re testing multiple variations), and track its performance using Google Analytics. Alternatively, you can make any necessary changes and then set up a new landing page to test again.
As for the design of the page, you can test it out with one variation and then make necessary changes to find the best version. You might want to test a half-page, a quarter-page, or even a third of the page as a whole. Testing several variations of a page allows you to find the one that works best for your target audience. As for the content, you can use the same tactics to test out different headlines, descriptions, and even image sizes to see which one grabs the most attention.
How Do I Go about Testing A Landing Page?
To test a landing page, you first need to choose a platform. This is an easy choice since you already know what you’re doing. If you’ve ever used Google Analytics (available for free at analytics.google.com), you can use it to test out your landing page. Alternatively, you can use a tool like Hootsuite to connect with influencers in your niche (e.g., travel bloggers) and ask them to test out your landing page for you.
Once you’ve chosen your platform, you can start setting up your landing page. Depending on what you’re testing, you can either use a tool like WordPress or Google Sites to build your landing page. To track the page’s performance, you’ll need to install a Google Analytics code (which you can get from Google’s website). If you decide to use WordPress to build your landing page (and you need an editor to do so), you can use a free plugin (like WPS Offers or WP Offers) to automate the process of entering affiliate offers.
Once you’ve installed WordPress or Google Sites and you have a functioning landing page, you can start testing. To test a landing page, you’ll need to use a tool like Google Analytics to track the page’s performance. To do this, you can use either the site’s search bar or enter the page’s URL (e.g., http://www.yoursite.com/) into the Google search bar. After you enter your search term, a small snippet of code will appear on the right side of the screen. Click on this code and you’ll see a small popup with all the page’s metrics, including its traffic and conversion rates. From here, you can choose which variation of the page to use and track its results.
What Are The Most Effective ways to Test A Landing Page?
Depending on your goal, the most effective way to test a landing page might be:
- to find the best possible design
- to determine the page’s purpose
- to see which headline, description, and even images work best
- to learn more about your target audience
- to track the page’s performance
- to gain inspiration for future projects
Since you’re already making a living off affiliate marketing, you might not need to run a test to determine which product or service to promote. You’ve already made the decision based on your research and analysis. When it comes to product or service testing, you need to consider your own unique situation. If you run a hotel, you might want to test the different packages or discounts that your hotel might offer. If you’re the owner of a food blog, you might want to test the different offers for food related products that your blog might promote.