Are you measuring and monitoring your online campaigns? What about split testing landing pages? In this post, I wanted to demonstrate the differences that can come about when split testing, measuring, monitoring and improving online campaigns.
Recently, I launched a new campaign for a product that my company promotes. We are currently building our list in this niche, so we setup a competition landing page with an opt-in form. On on the of the landing pages, I used a video together with the same heading and opt-in box. The second landing page was an exact copy, but this time with a static image where the video would have been.
Now, I could have sworn without a doubt, and with all my knowledge of running online campaigns, that the engagement of the video on the first landing page, should have delivered me with more opt-ins. Maybe you agree?
And how often have you thought the same thing. I will stick a video up on my sales page or squeeze page, and I will increase my optins. Yes… Maybe, but have you measured and compared your pages to see whether this is in fact true.
Here are the results, having run an ad on Facebook linking through to the target landing page.
Now, keep in mind, this particular promotion is still in its early days, so the clicks are not huge, but one thing stands out for me. Guess which one is the video page? Nope, not the one producing the highest conversion.
Isn’t that interesting?
What I did was setup a split test in my advertising system which meant that every time the landing page refreshed with a new visitor, the page that they saw was different. Running two versions allowed me to test one variable – the video versus the static image on the same landing page.
Here the pages:
and then the second page that did not have the video:
Now, because the split testing is linked to my database management system, I can clearly see that the page with the image is converting better. Yet, before doing this test, I would have hands-down thought that the video page would have done better. So guess which page I will continue to run with – this time changing the heading and improving that?
Lesson : You cannot improve what you are not measuring. Testing, measuring and improving what you do in your online businesses will make sure that you are getting the best Return on Investment for your hard earned money.
Some great tools that can help:
- Google has a free tool that can help you split test offers – Google Website Optimizer
- In my case, I use World Internet Office Ad Tracker, as this reflects through to the leads generated, conversion rates and also the sales that relate to a particular campaign. Really helpful information.
Related posts:
- Tim Thompson – Online Video for your business or website
- Tim Thompson – 3 Easy Ways to Accept Online Payment for Your Online Money Making EBook or Software Websites
- Tim Thompson – Hot Tip On Reducing Your Cost Per Click On Google Adwords Campaigns
- Tim Thompson – Grow Your Website Traffic with this 3-Step Online Video Marketing Process
- Tim Thompson – Basic Understanding of Google Adwords Campaigns and Adgroups Video
