Online “Marketing Darwinism”: The Art of Testing and Measuring Conversion!

The importance of getting website traffic and then getting that traffic to convert or do something go together like jelly and ice cream, or perhaps peanut butter and squirrels if you’re of the canine variety.

Whether you walk on two or four legs, however, increasing your conversion rate (the percentage of people that visit your site and actually do something) is not as difficult as you might think, and one that you can do well without spending oodles of cash. (Are we the only ones that measures money in oodles anymore?) We’ll walk you through the basics right here.

Why? Let us put it to you this way – if you were making twice as much money, what would you do with it? Vacations? Cars? Dog food? How about putting it back into more advertising for your business? Regardless, increasing your conversion rate gets you more money from the people you already have visiting your site, as opposed to struggling attempts to bring in brand new visitors.

It’s easier than ever to use technology to test your site for the optimal design and layout that will bring in the most leads, and, most importantly, if your company hasn’t done some serious testing it’s losing tons (oodles) of potential money every day.

How? Alright, so let’s say you’re ready to unleash (dog joke?) the power of conversion optimisation. Where do you start?

Most optimization is done through A/B split-testing. Basically, this really just means some good ol’ experimentation. It’s nothing more than using two slightly different (or very different) versions of a site or landing page and directing half of your visitors to one and half to the other. Whichever one gets more sales wins, and then you repeat the process with two slightly-differing versions of the winning page. Essentially “marketing Darwinism”, this is a sure-proof way to make your pages irresistible to any customers that are on the (electric) fence about a sale. Split-testing software is easy to use and inexpensive, and Google even offers some free of charge.

What? Oddly enough, the hardest part of split-testing is deciding what aspects of your site to test. The possibilities are limitless – you can test color schemes, font sizes, the wordings of your offers; even the navigation of the website is up for review. However, all these options can quickly get overwhelming and leave you chasing your own tail. If you’re just starting out, we recommend split-testing:

  • The color of your Call to Action
  • The wording of your landing pages
  • Your pricing
  • The pictures on your site

Starting off with those four aspects of your site should give you more than enough data to start optimizing your site for increased conversions. WARNING! It can be a slow process, especially if you’re a dog. Wait, we actually mean it can be a slow process if you don’t have hundreds of visitors flocking to your site daily. However, we promise it’ll be worth it – nothing says “woof!” like doubling your profits!

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