Ever changed out a call-to-action or a landing page and had your traffic and leads skyrocket? Or worse, plummet? Well, you being the savvy inbound marker that you are, have stumbled upon a great little method called A/B testing. Congrats! You’re using a proven method that drastically improves your lead generation, and you might not have even known it!
There is no quicker or easier way to improve your lead generation than with A/B testing. It’s as simple as this: You compare one method to another. That’s it! And you are already improving your lead generation. Nifty huh?
A/B Testing is a great way to better your marketing campaign, and generate better, more qualified leads. This post will tell you how to use A/B testing to get the most out of your marketing. Soon enough, you will have the data available to you to execute a more effective lead generation strategy.
Interested in learning more about A/B testing? Contact IMPACT and learn how we can help!
What is A/B Testing?
It’s really as simple as it sounds. You compare a certain aspect of your marketing, item “A” to another, item “B”.
You want to know which one performs better; Which one drives more traffic, converts more leads, and so on. This can be applied to anything in your marketing. Your calls-to-action, landing pages, social media graphics, virtually anything can be compared. And now you know which perform better, so that you can reuse them or create new ones that replicate successful tactics.
A/B Testing & Landing Pages
Even a few minor tweaks can make a huge difference to your lead generation. But where do you start? Well, your landing pages are pretty easy to fix. But remember, for A/B testing to work these changes need to be made one at a time, so you know exactly what is affecting your marketing.
First start with your type of offer. What do your customers want? If you have a higher conversion rate for webinars, and your customers think webinars are awesome, give them webinars! And the same goes for other offers. Your ebooks suffering? Well, try another kind of offer. A/B testing gives you this option.
Also, try A/B testing which offers perform better as CTAs on your homepage. Maybe your visitors are more apt to click on a webinar rather than an ebook. Measure this data and make the changes that position you to be most successful.
Landing Page Copy
Next is your copy. Whether you like it or not, you are bias when you’re writing. So your copy could be pushing potential leads away without you even knowing it! Rewording your offer copy can make a huge difference when you want leads to download your offers.
Maybe you can try one landing page with more conversational, engaging copy. Try A/B testing this again the same landing page, but with a different tone in content. Which works better?
Landing Page Forms
Now you need to edit your forms. Your A/B testing plays a huge role when you need to know if you should be adding more or less fields to your forms. Remember that adding fields gives you more lead information, but less people will fill them out as they get longer. You need to see how adding or subtracting fields can affect your lead generation, so A/B testing is perfect for obtaining this information.
Finally your calls-to-action are perfect candidates for an A/B testing platform. There are many elements to your CTA’s that can improve your lead generation.
First of all, make sure your CTA’s are in the right spot. If no one can see them, they won’t work. Easy right?
Make sure you know where your traffic is viewing, and place your CTA’s there. It’s the most effective way to improve your A/B testing results.
So how about color? Do big, bold, contrasting colors attract customers, or scare them? Well, conduct an A/B test and find out! You may be surprised as to what works and what doesn’t.
Get More Out of your Lead Generation
Looking to implement more A/B testing to your marketing campaign? Contact IMPACT and learn how we can help you get started!