An important step in building your sales page is A/B split testing. This is how you discover what will truly work with your market and what won’t.
A/B testing involves running two versions of your sales page with just one element changed to see which performs better. For example, you might run one page with an off-white background, and one with a pale blue background. After some time, you can clearly see that the off-white background is getting higher conversions. This tells you that your market prefers an off-white background.
Why Split Test?
It sounds like an extra step in an already involved process, but split testing is extremely important. This is how you discover what works and what doesn’t using objective data. To build a sales page that converts, you need to use real data, not just your own assumptions.
Another benefit is that you can conduct split testing on an ongoing basis, even after your sales page launches, and keep tweaking it to improve it and sustain its conversion rate.
What to Split Test?
You should split test every feature possible on your sales page. Any element of your page could have a direct effect on conversions. However, there are a few key elements that are most likely to make a big impact and should, therefore, be tested.
Split Testing Variable 1 – Headline
You should definitely test your headline. This is probably the most important feature of your sales page because it determines whether a visitor will read on or not. Write multiple versions of your headline and test them. If you’re not sure what key benefit to mention in the headline, test that as well.
Split Testing Variable 2 – Call-to-Action
The call-to-action is nearly as important as the headline because this is the feature that urges the person to buy. They’ve been reading about the product and its benefits, and weighing its value in their mind. Your CTA tells them to buy now. You should test the wording of the CTA, its design, its size, its colour, and its placement on the page.
Split Testing Variable 3 – Images
Test your page with different images and test their placement on the page. Images have a huge impact on conversions. The wrong image in the wrong place could certainly cost you, so it’s really important that they work the way you want them to.
Best Practices for Testing Your Sales Page
- Only test one element at a time. If you change multiple elements, you won’t know which one had the impact on conversions.
- Don’t just test the elements themselves, but also their placement on the page. A good sales page has a flow that leads the visitor directly to buy.
- Test the length of your page. There’s an ongoing debate about whether sales pages should be short or long, but the truth is that it depends on your market and what you have to say.
- Give each test plenty of time. If you run a short test, you may end up with a statistical anomaly. A few days isn’t long enough to understand trends, so let each test take the time it needs.
Try to leave your assumptions behind when you start split testing. This is easier said than done. But if you have assumptions, these could get in the way. Once you start testing, you may be surprised at what you find.