- In this video, I want to cover,
how you can maximize conversions
from your existing landing page
with my seven step testing framework.
If you have little or no experience
with split or A/B testing, don't worry.
In this video, we will cover the basics,
so you can understand how to test your pages
to improve your conversion rates.
Without further ado, let's get started.
First, let me quickly talk about the prerequisites.
To achieve better results,
you need a landing page designed and built
with a conversion focus.
This means, the page has all the necessary elements
like a benefit focus headline, trust icon and badges,
social proof, FAQs, etc.
Second, you need to have a traffic channel
that you can use to send relevant traffic
to the landing page.
So, if you have a traffic source and a good landing page,
then we can move on
to split testing.
In my seven step framework,
I first define the goal or the objective
of what we are trying to achieve.
This could be things like start a free trial,
book a demo, sign up for a free webinar training,
join the waiting list, etc.
Just remember, your landing page builder
or content management system should offer the ability
to measure the goal.
Next up, is setting up tracking.
There's a good code out there that says,
"What gets tracked, gets improved".
I recommend setting up a few tools.
Number one, Google Analytics.
You should set up Google Analytics
to learn about user behavior.
These include metrics like time on page, demographics,
peak times, and bounce rate.
Number two, a dedicated landing page builder tool
to track conversions.
I usually recommend using Unbounce as it's very easy
to later set up split tests,
and finally at number three, use Hotjar.
Hotjar is a great tool to measure qualitative data.
This includes things like heat maps, scroll maps,
visitor recordings, etc.
Now, once the tracking is set up,
we can start collecting data.
I recommend using a channel that will send relevant traffic
to the landing page.
This could be a paid channel like Google, Facebook,
LinkedIn, or other channels like email
or affiliates.
Draft hypothesis.
Based on all the qualitative and quantitative data,
is basically means looking at your heat maps, scroll maps,
and also Google analytics data,
like time spent on page. We can come up
with a list of ideas and put it in a Google sheet.
We can then prioritize them based on significance of impact,
and the effort required
to build it.
Now, it's the exciting time to run the experiment.
If you have high traffic,
I would recommend picking one hypothesis to test.
If your page has low traffic,
I would recommend testing a complete different offer,
instead of testing micro-changes.
In order to test the page,
we have a couple of options.
Split test the page by traffic.
In this option, we can create another variation,
for example B, and distribute the traffic equally
between the original or the control, and the variant page.
So, 50% of traffic goes to our new variant page
and 50% goes to the control page.
However, the challenge is,
in order for the results to be statistically significant,
you need to have enough users visiting the page.
That leads to our second option, sequential testing.
In sequential testing,
we can send 100% traffic to only one page at a time,
although this is not technically A/B testing,
but this could still work,
if the user motivation remains the same.
Picking a winner.
Once your test concludes, analyze the test results
by considering metrics like,
percentage increase or decrease.
You can also look at how confident you are
with these results.
After you consider these numbers and if the test succeeds,
deploy the winning version.
The final step of the seven step testing framework
is rinse and repeat.
If the variant performed better than the control,
we can now deploy the variant as the new control,
and pick another item from our hypothesis list
and then, continue our new tests.
There you have it guys,
my seven step testing framework,
which we use in our agency to test landing pages.
If you would like to know more on how to set up A/B testing
using Unbounce, Hotjar, or any other tool,
please leave a comment below.
I hope you got value from this video.
If you would like to watch more videos like this one,
please like this video and subscribe to my channel,
so I can share more value packed videos with you.
See you next time.