Conversion Optimization: How to Split Test Your Way to Success

Chris explores conversion rate optimization and split testing. You’ll discover which elements to test for your opt-in forms. Conversion Rate Optimization and Why It Matters Chris explains that conversion rate optimization is a scientific way to figure out what your audience wants to see on your website in order to convert, and he notes that it should be half of any digital marketer’s focus. Conversion rate optimization is a way of testing different concepts and ideas on your site to find out what your audience actually wants to see. Listen to the show to discover why we use conversion rate optimization at Social Media Examiner and the effect it’s had on our marketing. Listen to the show to hear more about the processes Social Media Examiner went through in choosing a new image for our forms. You then run the original and the changed variation at the same time and split the traffic between them. Listen to the show to discover why you need to run a split test for a minimum of a week. Listen to the show to hear why you shouldn’t base all of your optimization on the results for a single form. If you enjoyed this episode of the Social Media Marketing podcast, please head over to iTunes, leave a rating, write a review, and subscribe.

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Want to get more leads and subscribers?

Have you considered optimizing your opt-in forms?

To explore conversion rate optimization for your online forms, I
interview Chris Dayley.

More About This Show

The
Social Media Marketing podcast
is an on-demand talk radio show
from Social Media Examiner. It’s designed to help busy marketers
and business owners discover what works with social media
marketing.

In this episode, I interview Chris Dayley, who is the VP of site
testing and optimization at Disruptive Advertising,
an agency that specializes in site testing and analytics. Chris’s
clients include Fandango,
Lids.com, and Citrix.

Chris explores conversion rate optimization and split
testing.

You’ll discover which elements to test for your opt-in
forms.

podcast 222 Chris Dayley shares what marketers need to know about conversion optimization and how to split test your way to success
Share your feedback, read the show notes, and get the
links mentioned in this episode below.

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Here are some of the things you’ll discover in this show:

Conversion Optimization

How Chris Got Into This Space

Chris got his start driving traffic to websites using search
engine optimization (SEO), pay per click (PPC), and social media.
The company he worked for was trying to figure out how to monetize
their traffic because they were having a hard time getting visitors
to convert.

Because no one at the company knew about conversion rate
optimization, Chris picked it up as a pet project.

When he first proposed to test some changes to the site design,
there was a lot of pushback from the site designers. After he ran
his first round of tests, some of the pages began to see 10% to 15%
lifts in conversion.

He fell in love with finding out how seemingly small changes
could have a big impact on user behavior.

disruptive advertising website
Listen to the show to hear the company’s initial
reaction to testing and the results they got from it.

Conversion Rate Optimization and Why It
Matters

Chris explains that conversion
rate optimization
is a scientific way to figure out what your
audience wants to see on your website in order to convert, and he
notes that it should be half of any digital marketer’s focus.

Driving traffic is only half the battle. While he used to assume
that if he drove good traffic to a site, it was going to convert,
years of testing have shown that a large portion of your audience
won’t convert unless you give them the experience they’re
seeking.

conversion optimization image

Conversion rate optimization is a way of testing different
concepts and ideas on your site to find out what your audience
actually wants to see.

Listen to the show to discover why we use conversion rate
optimization at Social Media Examiner and the effect it’s had on
our marketing.

Where to Start Testing Opt-in Forms

When doing form optimization, whether it’s opt-in, lead
generation, or checkout forms, the first things to look at are
imagery, color, and font sizes. Make sure your form stands out in
contrast to the page and that the image or lack of image is helping
your users, Chris says.

Chris recommends trying different variations of images, and to
make sure the concepts are different, aren’t distracting, and add
some context to the offer.

For example, in Social Media Examiner’s previous pop-up, there
was no image, even though our provider OptinMonster and other web-based
form providers such as LeadPages allow you to include an
image. Chris recommended testing an image of the cover of the
actual product on offer, a graphic representation of the title, and
an icon representation (shown in the image below.)

pop up form
The icon came out as the winner by a
long…

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