One of the most powerful tools you can use to gain higher conversions is testing your web pages. The easiest way to do this is through split testing. This involves testing two or more versions of your webpage, to see which version produces the most conversions. So what exactly should you be testing? Everything! Every part of your site contributes to your conversion rate, including headlines, opening paragraphs, color, font, images, etc. Following are three of the most important elements to test.
- Headlines: 75-80% of visitors never read past the headlines. Test headlines around the desires and motivating reasons why people would be interested in your product. Some headline openers which have been found effective are “Amazing secrets of…”, “How to …”, and “If/ Then”.
- Openings: The first few paragraphs of your page can have a dramatic impact on your conversion rate. There are hundreds of different kinds of openers you can try, which is why testing many versions will tell you which will work best for your readers. Some include opening with a story that is relevant to your subject, as it draws people to read further to find out what happens next. Or you can try opening with a startling fact, one which your reader can relate to.
- Offers: How you structure your offer can also greatly impact your conversion rate. You can test various price points (research shows a price point ending in the number 7 usually generates more sales). You can also test various order options or premiums.
Remember, by finding out what your users want and catering your site to them accordingly, you will be increasing your conversion rate and your profit. Test everything and test often to keep ahead of your competition. It’s worth the time and effort, so Start Testing!