To make money on the net you first need traffic to your sites and once they get there you need to get them to convert. The first part of the equation is pretty straight forward, get links that will get you better ranking which in turn will get you more traffic.
Now if you specialize in monetizing your sites with adsense then this may not be the best post for you to read as in most cases the more traffic you get the more clicks you will get on these ads, but if you are running with affiliate offers especially in saturated markets it can be easier for you to increase your conversion rate rather than increase traffic to your sites. Now it’s rare that any testing you undertake on your sites will drastically increase your conversion rate it’s more a case of a lot of small increases will end in the same result. If you can achieve a sustained increase over time then you will have succeeded.
Always test and I always test with Google Optimizer. WordPress and its plugins make it super easy to test. It takes time to set things up but once that is done it’s just a waiting game until your site has seen enough traffic to give you a clear indication of which test results have given the best return.
What to Test First?
Sales Copy: This is where you are telling your traffic to buy something. it’s where you them how great the product is and how their life will be so much better if they have this wonderful, life changing, Thing and its singularly one of the most influential things you can do to persuade them to buy. You can spend weeks writing and rewriting your sales copy, tweaking testing and improving, what I would suggest is to write 2 versions and run the A/B test on them. Find which is best then tweak that copy and run the test again. If you have ever dabbled with Adwords you will see that small changes can make a difference, the same applies to your ad copy.
Images: I have found that the best way of showing your confidence in a product is to buy it yourself, take some pictures and show your audience, video also works well. Again you can test which works better or indeed which images work best together and what section of the page.
Call to Action: This is where you tell your audience what to do, it may only be one sentence long but it’s the most important sentence on the page and where you can spend the most time testing. Here is what you should test
- Copy used: What do you want to tell them to do? Rephrase, reword and rejiz until you see an improvment.
- Font: test different fonts as well as sizes, italics, bold underlined
- Colour: use different colours, but always try and keep the link text blue.
- Position: where on the page do you want to put the text, above or below the fold, under and image, beside the image, under the heading or build it into the main body of the sales copy.
- Pricing: test with and without price, add special offers if they are available from the merchant.
On Page Elements: Though we have covered most of the elements of the sales pages there are some other things that can be tested here, if you have a nav menu on your sales page run a test that removes this nav menu. If there are any other elements that may distract the visitor from doing what you want them to, test the page with these elements removed. If you can take away as many distractions as possible then you will have a good chance of increasing your conversions.
As you can see Google website optimizer has allowed us to test every single element of our pages and how they convert. If your conversion rate is an issue and you think you can improve it then by all means make full use of this great tool.
There are 2 flavors of test that Google can help you with: the straight A/B and multivariant.
A/B just replaces one page for another. Multivariant will test different elements of a page in conjunction with each other. If you’re a novice start with an A/B test until you have found your feet then go nuts with the multivariant option. To finish, the longer you leave your tests run the more accurate the results, depending on the traffic you could have sufficient results within days.