It doesn’t matter how awesome your PPC adverts are; if you don’t have a quality landing page that exceeds expectations, engages your audience, and hits all of the right notes, you’ll struggle to convert those clicks into customers.

The question is, how can you get your landing page to a point where it is performing optimally?

In this article, we’re going to talk about split-testing (aka A/B testing). How important is it for landing pages and how can the practice benefit you?

What is split-testing?

Split-testing (or A/B testing) refers to the practice of UX experimentation.

In essence, you take a landing page or advert that isn’t performing especially well – and then after some deliberation and analysis, you identify which aspects of the page or ad might be hindering the performance and then seek to make some changes.

You create a copy of the landing page or advert and then keep the original as it is, then make a change or two to the copy (e.g., change the call to action, remove a certain element, rejig the layout, etc.). Then, you put both versions live and see how they each perform.

Think of it like trial and error. If you can see that the changes you have made have improved the performance slightly then you are on the right path. Following that you can continue split-testing and refining the elements until you are achieving the desired results.

How important is split-testing for your adverts’ landing pages?

Split-testing is a very important practice. In fact, those who neglect split-testing tend to struggle to achieve optimal ROI and fall flat on their faces.

However, those who take the time to split-test and dial in their landing pages tend to experience far more success.

This is because you should never ‘publish and forget’ a landing page. It is never finished. You should consistently analyse and refine. Even when you are performing exceptionally well, you should always keep an open mind to the fact that certain elements may need to be changed or updated in the future.

It’s all about remaining as flexible as possible and learning from your mistakes as you go.

What are the benefits of regular split-testing?

Split-testing can benefit you and your business in a multitude of attractive ways:

• Improved user engagement: split-testing allows you to see which changes influence user behaviour and which do not – thus allowing you to improve the overall on-page experience.
• Better content: the more you refine your content, the better it will ultimately become. One of the best writing tips to keep in mind: Cut the fat!
• Lower bounce rates: as the UX improves, the bounce rate should invariably drop. Meet expectations and provide an awesome on-page experience for your users.
• Higher conversions: as you dial in your landing page and make the necessary changes, you’ll have an easier time converting those clicks into customers. A quality CTA is just as important on a landing page as they are in social ads. Make sure yours are compelling!
• High-value conversions: another great benefit to split-testing is when you have multiple price points (e.g., a bronze, silver, and gold package). Through rigorous split-testing you can aim to increase the number of people who opt for the most expensive option.
• Faster results: if you create an ad and put a landing page live and leave it, it may take a while before you start seeing any results. With split-testing however, you can get dialled in and rolling in no time!

Conclusion: Split-test away!

In conclusion, split-testing is a highly recommended practice and can help you achieve optimal results in all of your digital marketing endeavours, even SEO, social media marketing, and email marketing to boot.

Naturally, it’s a time and resource intensive practice and something that may be best left to the professionals. If you would rather focus your precious time on managing your business, hire expert SEO services in Sydney and they can accommodate your split-testing and onsite optimization needs with ease.

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