Join Dayna Rothman for an in-depth discussion in this video Website testing, part of Advanced Lead Generation.
- [Narrator] To ensure that your website is a lead generation machine, it is a good idea to constantly test and optimize your site. So whether you're doing personalization, CTAs, informs, regardless of what it is, by optimizing your site over time and testing, you can get to a much better place with how your website interacts with its visitors. So by using a testing platform, you can test a variety of different things, and by a testing platform I mean a software platform that plugs into your website that helps you do A/B tests on a variety of different topics.
So you can test image selection and placement, so does one image perform better than another for a conversion or for engagement, CTA placements and colors, so are there different colors that work on a CTA button, or is there a placement that makes more sense versus another. Website copy, and website navigation. A/B testing, or split testing is the process of changing one element on a website in order to see which version gets the highest conversion rate.
A/B testing gives you actionable data to optimize for lead generation. So by using a testing platform and thinking through what are the different things that you want to test, that will give you a much better idea about what works, and then you can move forward with there for your optimization. So let's show you an example of an A/B test and the different ways you can think about this. So, for an A/B test, what we wanted to do at Everstring was test some imagery. So, as you can see, this one is the original version.
So you can see some of the copy up here, you can see the hero image, as well as some of the resulting copy towards the bottom of the page. So here's the test version. So when we did this test, the idea was we wanted to use an image that was a little bit more relatable to our audience. We wanted our image to appear more fun, we wanted to use more females in our imagery since the majority of our audience was female marketer, and we wanted to appear just like a more interesting brands than the previous image.
And so we chose this image, because it was a pretty stark difference from the previous one, to do the test. And we used a platform called Optimize Lead to run this test over time, and we split our traffic between the two images 50 50. So let's take a look at the results. So, you have the original and the variation here. So you can see the engagement rates from the original versus the variation. You can see that in the variation that we showed with the two girls, the conversion rate is actually 10% higher than the original.
So, you can ultimately see the improvement rate here is a 14% improvement rate on conversion to that CTA. So, this one actually becomes the winner out of the two different versions. So while it doesn't seem like that's a huge bump, in the grand scheme of things when you're talking about website visitors, a 10% improvement in conversion rate is huge. So, by running these types of tests, especially if you're doing something like a web redesign, this is a great way to test your hypothesis and test different imagery so you know what exactly works for your customer base.
So there's a five step testing process that you want to keep in mind when you're testing on your website. So, number one, choose one element to test, it's much easier if you're using a one to one, whether it's an image or a CTA. Create a hypothesis, so what do you think will happen? So in the case of these previous two images, I had a pretty clear hypothesis that I thought the second image will work fairly well. So then, number three is split your website traffic. So you can do either 50 50 of your full site traffic, or you can run a test with less traffic if the change is significant.
So if you are kind of slightly afraid of sending 50% of your traffic to your test, what you can do is you can actually block out a large portion of your traffic and use a much smaller portion to do the test with. Number four, you want to make sure that you benchmark your original version. So it's important that you understand how your original version converts, that way that you will have a really solid benchmark in order to test your new version against. Wait until your test has reached significance, meaning the results of your tests are actually meaningful.
So that means that you might have a wait some time, especially if you have less traffic coming in to your website, it might take a little bit longer to really see the full results of your test. So by making sure that your website is visually stunning, is optimized for your different viewers, that you are constantly testing and iterating your website, your website becomes a really fantastic place that your leads will come for your lead generation campaigns.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness