An often-heard mantra in the online marketing world is ‘test and measure’.
Marketers often run two versions of a squeeze page and go with the more effective.
They’ll change one word in the headline, the font colour or maybe a full stop for an exclamation mark, and test the response to both versions by measuring the number of people who opt in or take some other action on those pages.
The better-performing version of the page then becomes the ‘control’, which then becomes the version to beat with another test.
Other parts of a webpage that might be tested:
- Two headlines
- The copy on the button on the opt-in form
- The offer itself, such as the:
- Price point
- The product or service itself
- The guarantee
The key to effective testing and measuring is that only one element should be tested at a time.
If more than one element is tested at the same time, it’s unclear which change has caused the greater/poorer response.
