Publishing your core pages once and never improving them is an absolute recipe for disaster.
If you did that, you’d be missing out on the ability to improve how well these pages work over time.
To improve the conversion rate of your core pages, you need a system that will allow you to test different options and determine which words, headlines, and offers outperform others.
This process is known as split testing in the marketing world.
It may seem complex, but in all honesty, split testing is very simple and is a required component.
We still split test new ads, headlines, offers all the time.
Simply stated, you create two versions of your opt-in page, and then run half of your traffic to one version and half of your traffic to the other.
Then, by tracking the conversions on each version from the same amount of traffic, you can see clearly which landing page outperforms the other.
One key step in split testing is to run only one test at a time.
If you are running a split test on your opt-in page, only split test your headline and leave every other piece of the page exactly the same.
This allows you to isolate the specific components that will increase conversions.
You also want to be sure that each of your split tested pages receives 500 to 1000 visits in order to have statistically significant data. If you have fewer than 250 clicks, there is not enough data to conclude that one version is actually outperforming the other.
But first, it is important to focus your split tests on the page components that have the highest likelihood of generating an increase in conversions. In order of significance, these are:
- Your offer: Test whether your audience responds better to a free PDF document, free MP3 training, or a free video course.
- Your headline: Effective landing pages are simple and are centered around a powerful headline. Test different headlines to find the one that gets the highest response.
- Your call to action: This is often as simple as elevating your button text from “Click here” to “Yes! Send me the free report now!”
Text sales letter versus video sales letter: How you deliver your sales message is key, and generally video sales letters convert better than text.
Split testing is not optional if you want to grow your business to the million-dollar level and beyond. Over time, you need to increase your conversions until you are experiencing a 40% to 50% conversion rate on your opt-in page and at least a 1.5% to 3% conversion rate on your sales letter.
When you start out, you want to see a 20% conversion rate on your opt-in page and a 1% conversion rate on your “One Time Offer”.
Tracking the effectiveness of your core pages is the biggest trick here, and when you find one page failing to hit the benchmarks I mentioned above, that is the first page to split test so you can make improvements.
This concludes the ‘foundational’ portion of the course!
Congratulations on making it this far… You now understand the theory and the required tools to build a successful business online.