When was the last time you sat down to think about some good ideas to split test your website? Perhaps, it’s been a long time. And in the meanwhile, you may find your website making little gains. Worry not. Gear up yourself to boost your website performance by applying some effective split testing ideas!
Here I am going to help you do the job by suggesting some ideas for split testing your site. You would get real and actionable results by employing these ideas. I am presenting these tests by breaking them down into these 5 categorizes:
Yes, even speed can be split tested. If you ignore testing your site speed, you would not be aware of the things that should be removed from your website pages, so as to reduce the loading time.
1. What to keep and what to remove?
It’s quite challenging to figure out which elements should stay on your pages, and which ones should be removed for improving the load time. Studies show that the majority of visitors expect a site to load completely within 2 seconds, and they quit sites taking 3 seconds or more for loading. Fortunately, you can employ some caching plugins and built-in compression algorithms for making your website load faster and lowering the stress on server.
When editing, be a bit ruthless, and test by eliminating any element that’s not 100% relevant for getting the desired action or click from the user. This can even include things like your navigation menu or a visually appealing slideshow.
2. Trim off seconds through Tag Management
Planning to work on Tag Management when you have some time? Well, do it NOW to reduce some seconds of loading time and enhance speed. So, how would you do it?
The process is slightly technical, so have your web developer by your side, and ask him/her to look at all instances that are called in thetag, before proceeding ahead.
Split test two versions – one being your current setup and the another having a single container, to find out the loading time you can reduce. If it’s a considerable amount of time, make the changes permanent.
VIDEO AND GRAPHICS:
Here, you can use your creativity in split tests. Don’t restrict yourself by the below ideas, instead employ them for springboarding your own ideas.
3. People images vs. product images
Human beings can recognize faces better naturally. This is in our genes. Try swapping the images of products with images of human beings using those products. This is likely to draw more attention.
4. Video thumbnails
If you aim to get more people watching your video, consider split testing the video thumbnails. Vidyard, a video marketing site, lets you split test your video thumbnails
Another aspect of your site that you can improve a lot using split tests, is website navigation.
5. Primary navigation vs. secondary navigation
On a number of sites, there are two navigation menus:
However, the primary navigation gets overlooked in many cases, perhaps because it blends very well with the main website.
Consider split testing by bringing the secondary menu at the pages’ top, into the main menu, with drop-downs. This will bring other content above the fold further, while displaying the most important and popular options at the pages’ top.
6. Text links vs. dropdown boxes
Similar to the test above, how about replacing the text links with some dropdown boxes? No need to settle for uninspiring, boring HTML form elements for this. You can find several beautiful dropdown menus that improve navigation.
COPYWRITING AND CONTENT:
Your split test’s most important facet doesn’t lie in the slick offer or the flashy graphics. Instead, it’s in the words written. When browsing the web, visitors have less attention span, and they don’t read each and every word due to lack of time. However, you must not write carelessly because of this. Go for split testing the content on your site with the help of these ideas, and check out your site’s performance.
7. Free samples
Free samples have always been very lucrative, and they have gained huge popularity in the web. Split test your sample along with an offer. For instance, if you are selling weight loss supplements, and you are offering free samples of metabolic shake powder, go for split testing this offer along with supplements for a month, for $1 plus shipping cost. Buyers are likely to spend some money for an offer, which is more aligned with their needs, rather than for freebies that are not.
8. Long copy or short copy
This has been a topic of debate among marketers and copywriters, for a long time. Which copy brings better sales? Well, the appropriate answer would be – it depends. It would depend not only on what type of audience you are engaging, but also on what type of market are you in, and what kind of people are you serving by offering your products or services. Marketing Experiments concluded –
If you offer “want-oriented items”, which do not need commitment or a huge investment, a short copy would work better. For products and services that are more “need–oriented”, like insurance, housing, medical, etc., a longer copy would do better. If you aren’t sure about where your target market lies on this spectrum, consider split testing both, and find out which does better.
If you are finding a reduction in your conversions of landing page, try boosting them using the following split tests:
9. Massive redesign
At times, it’s not enough to make a few minor changes for increasing the website’s conversion rate, rather you need to make a major shift in your approach of the landing page design. So, don’t hesitate to experiment with the design of your pages, and go ahead and think something outside the template. Sometimes, the best results are fetched by the biggest changes.
10. Geo-targeted vs. generic
The concept of geo-targeted content was popularized originally by deal sites such as Groupon. Now, the concept has gained enormous popularity, and you can find it in almost everything, from apparel ads to car parts ads. However, geo-targeting is not restricted to physical location only, aspects like language and currency can be also seen as geo-targeting. Your potential customers would perhaps be drawn more towards your website, if you know from where they are, and have mentioned it on your landing page. Just split test and see.
So, go ahead and carry out these split tests to see some really impressive results. These testing ideas can significantly help you boost up your website performance.
Sudeep Banerjee is the Founder and President of B3NET Inc., a leading Orange County web development firm in California. His dimension of expertise lies in providing unique strategy for Internet marketing and agile mobile app development. He has helped more than 200 clients, from small startups to large Fortune 500 companies. Follow him on Twitter or LinkedIn.