Let’s run a split test.
LeadPages users have been able to do split tests on LeadPages for a while for their opt-in pages. For example with this opt-in page when someone opts into this list, LeadPages automatically counts each opt-in as a conversion. This has been easy to do with these pages but we’re really excited to announce that we’ve just added the ability to run split tests on sales pages and other non-opt-in pages.
The tricky part for running split tests for sales pages and non-opt-in pages is defining what actually constitutes a conversion. Within opt-in page, it’s very clear and defined what a conversion is. A conversion occurs when someone opts in. Typically, marketers look at it like a funnel. The traffic goes in the top. In the middle traffic is exposed to your marketing message and what comes out the bottom are conversions. On an opt-in page, what comes at the bottom are opt-ins, but what is a conversion for a sales page or a page where there’s no opt-in available, what is this that comes out at the bottom?
You actually need to define this so your tracking system knows what constitutes a conversion. Typically, it’s not as simple as saying well duh, I can just define someone clicking the buy button as a conversion. Because a lot of times what will happen is people will click the buy button and end up on your precart page and not buy and that would you give a false positive so we need something deeper into the process. For example, if I went to LeadPages.net and decided to buy a pro account to get split testing, I click the buy button, I’d be brought to the payment page where I’d fill out the information and my payment would be processed. From there, I’d be redirected to a thank-you page. People won’t end up on this page unless they’ve purchased LeadPages and we’ve successfully processed their payment so this isn’t something that would give you a bunch of false positives.
So we count conversion from this sales page when someone gets to this thank you page. As another example if I was running a webinar replay of the webinar it gave on how to do the splits properly and someone decided to buy my instructional DVDs, they’d click on the buy button, be routed to my shopping cart where they’d fill in their information and then once their payment was processed, they’d be redirected to my thank you page. Once they get to my thank you page, I know I’ve accepted payment and the conversion is complete. So in other words, visiting the thank you page counts as a conversion for the sales page. By split testing and knowing what numbers are being shown, you know what types of things in your pages are increasing or decreasing your conversions. With that information, you know exactly what you need to do more of or do less of.
Inside the LeadPages, there are a few things that you need to do in order to set up conversion tracking and split testing on sales pages. Create and customize your sales page. Next select a conversion goal page and remember when someone visits this conversion goal page, we log a conversion for your sales page. After you’ve done that, you can create a split test. Now let’s actually set this up inside the LeadPages.
Once you’ve customized the look of the page and how you want it, we need to set the conversion goal page. What this means is that we’re telling this sales page that when someone visits this thank you page, it should count as conversion for this sales page. To do this, I’ll click on conversion goal page and then select this thank you page the Jimi Hendrix guitar thank you page as the conversion page that we’re going to use. So again I’ll select the Jimi Hendrix guitar thank you page here and then my conversion tracking is set up. After your conversion goal is selected, it allows LeadPages to track your conversions and give you data about how many sales you’ve made with that sales page.
So for example this many people have seen the page and then this many people have bought but we can’t know how many conversions there are until you select a conversion goal page by clicking here and then selecting the page. Once that’s done, you’ll need to create your split test by clicking on the create-test button at the top of the window and then selecting add new variation. Then I’m going to create my test from the original and on this test I’m going to try out different button texts. So I’ll go ahead and enter that in. Once it’s saved, you can view the stats by clicking on analytics. You don’t see any stats here because we actually just created the page and haven’t sent any traffic to it yet so there’s nothing to show. But after your pages get traffic this is where you’d be able to see it.
One really cool feature we’ve added is the ability for you to decide what percentage of your total traffic each page gets. So for example if my original page is just kicking total butt and I’d like to try a really different variation of the page and don’t want to risk losing a bunch of money, I’d only send a small percentage of traffic to variation 1. Because the original is proven and I don’t want to risk that I’m going to send 50% of my traffic to a variation to a variation that isn’t going to convert as well. So maybe I’ll send 75% of my traffic to the original page and only 25% to variation 1. Now if I go to the page and refresh my browser several times, you’ll see the different variations with different button text come up. The original version says click here to add to cart now and variation 1 says click here to purchase. But a quick note here, most people will only see one version of the page. I’m only seeing the different variations as I refresh because I’ve disabled cookies in my browser to be able to show you how it rotates the different variations.
Now just to reiterate, inside LeadPages there are a few things that you need to do in order to set up conversion tracking and split testing on sales pages. Create and customize your sales page. Next select a conversion goal page and again remember when someone visits this conversion goal page, we log a conversion for your sales page and after you’ve done that then you can create a split test. If you’re not a LeadPages customer and you’d like to get this split testing feature, please visit www.LeadPages.net and then click on get LeadPages now and select LeadPages Pro which comes with split testing. If you’re already a LeadPages customer and you don’t have access to split testing, there will be instructions below on how to upgrade. But if you’re not a customer we’d love to have you join us as a pro member who gets split testing.
I’m Jeff Wenberg. Take care.