Split Testing Landing Pages For Better Conversion

Internet marketing is all about the successful promotion of products or services. If we take an example, it is an interesting and useful exercise to go through that process of setting up the landing page, the pre page, then deciding if you’re going for a name squeeze or if you’re going to be sending them straight to the sales letter and it’s a little bit of a pre page.

I did a promotion for a weight loss supplement a while back. What we did was test three different landing pages. This was an affiliate product that a friend of mine had put together. It was a consumable. The commission was pretty high. I was a direct affiliate and I got high commissions. There was no fraud or any of that sort of thing; it was a really solid gig.

I wanted to find the highest possible conversion rate, so we took the traffic and sent it straight in to the sales page. We also took the traffic and we sent it into an enormous banner. I think it was 550 x 750. It was a big banner with headlines on it and it had copy on it and all that other stuff. Then we also sent it into a squeeze page. We rotated the traffic so we could see which one not had just the highest conversion but where people were engaged most.

The very first day it was really clear that the banner was not working. We were getting a couple of sales from the actual sales page but nothing from the squeeze. Over time, as the squeeze started to collect more and more names, over the course of a week, the squeeze actually beat it.

A lot of what we do is, we use the rotation scripts. This is the best thing I can say. Use your rotation script. Get a HyperTracker account or get a split testing software script or use your 1ShoppingCart tracker or you can split test a couple of different landing pages. See what is actually going on. See whether people are interested in your product. Drive the traffic into four or five different competing sites, competing processes.

What a lot of the guys I know are doing now is, they’ll run these supplement ads for instance for muscle booster. They’ll get a bunch of traffic sources and then they’ll get a bunch of different offers and they’ll just rotate them. They’ll see whichever offer comes up number one in terms of conversion and they’ll take that one. Then they’ll take that and they’ll test the direct offer versus the banner on the landing page versus the squeeze landing page. Then they’ll actually start split testing that stuff.

It’s really just a matter of seeing what’s working and seeing actually for yourself what is going to convert. I did a banner for a product where the guy was selling a dog cancer book. He’s a vet and he’s written a book and he’s a good friend of mine. He really knows the dog cancer situation and he knows the dog cancer market and it looked like a really good product.

So we decided to help him out and promote it. What we were doing was we were promoting two different pages. We actually had a page that popped up on dog sites, since about half of all dogs apparently die of cancer. It’s a huge problem. We were popping that up. We were also popping it up on dog cancer sites.

What we found when we did this was that, first of all we tested two banners. One had a picture of him and one had a picture of a dog. The dog won! People didn’t know him but they all wanted to see the fluffy, cute dog. We learned that the dog picture worked better than his picture.

I said, ok, now we have intelligence for your sales copywriting. Put this picture of this cute dog up at the top of the page and take your picture off. What we found was with the dog cancer traffic, it was a lot more targeted. There was a lot less of it, but it was a lot more profitable.

Once we found the banner that worked better, we decided to target the different targeting mechanisms with the campaign. We were able to determine we got a lot more traffic on just the general dog stuff, and we got a lot less traffic, almost no traffic on the other. We were getting, for the general dog traffic, something in the neighbourhood of 10,000 visitors a day. For the dog cancer traffic, the more targeted traffic, we were getting about 200 visitors a day.

However, what is most important is that we were making more money off the two hundred than off the ten thousand.

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