Internet Marketing – Never Stop Testing
If you’re one of those Internet marketing people who throws a web page up onto the Web and thinks that their job is done is sorely mistaken. You’re wasting time and who knows how much money? No element of your Internet marketing web site or web page or squeeze page should be carved in stone. You need to test every single element, over and over, until you find the perfect combination, and then, you need to test some more.
If you’re new to Internet marketing, you may wonder how testing works.
A very simple form of testing is what’s known as “A/B split testing.” The way it works in the Internet marketing world is by taking one element of your page and testing a variation of that same element against the original or the “control” page. So, your first visitor will see page 1, your second visitor will see page 2, and your third visitor will see page 1 again. If the pages are shown equally, you should see a definite difference. One page will usually out perform the other. Then, the new page becomes your control and you keep on testing.
The most important thing to remember about this is to test one element of your page at a time. For example, you should probably start with testing headlines. Completely rewrite the headline on page 1 and make the new headline for page 2, with all other elements of the page remaining the same. Once you have a clear winner, test again. Then, when you’re happy with the headline conversion, test your bullet points or your offer, your call to action, or your bonuses. Just continue testing elements, one-by-one, until you have a high-converting page, and then start all over again.
One way to do some A/B split testing in the Internet marketing arena is by using a rotator. Put both versions of your web page into the rotator, and send visitors to the rotator’s URL. What happens is that the rotator software will show page A, then page B, then page A again, and so on. You can buy rotator software or you can use an online rotator, such as PageSwirl.
Yet, most rotators won’t collect statistics for you, so you’ll need a way to count click-throughs, opt-ins, and sales. Google Analytics is a great way to collect this information and it’s easy to use. You only need to insert a snippet of code into your web pages to make it work, and Analytics gives you instructions on how to do that.
Google also has a more sophisticated way of testing page elements for your Internet marketing business, called “Website Optimizer.” This free program allows you to test various elements of your web page, all at the same time. For example, you can test headline, bullet points, and call to action all at once, and Google keeps the statistics for you. If you don’t know HTML, this could be a little tricky, so you might have to hire someone to set this up for you, but it’s a much faster way of collecting results.
Nothing is more important for your Internet marketing business than testing. If you aren’t doing it, you’re not only wasting time, but you’re leaving money on the table. If you’re new to Internet marketing, start with simple A/B split tests and as you become more proficient, look toward Google Optimizer. You may be surprised at how big a difference testing makes in your Internet marketing business success.
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