This is part 2 of the series: 6 Easy Steps to Double B2B Conversions
Why should you test?
I know this point is mentioned in every blog post dealing with increasing web conversions but somehow some marketers still do not test their marketing initiatives. Whether it be email copy, landing page forms, call-to-actions, etc…. The fact of the matter is if you want to get getter at something you need to learn. To learn you need data, you need to try new things and you need to make mistakes. This is what testing is about. Gather information on your successes, gather information on your failures and use all that information to improve.
How should you test?
Here are guidelines to respect to get the most out of your testing.
- When testing only 1 or 2 variables (copy, images…) at a time. If you change too many variables at the same time you will not be able to determine which one led to higher or lower results.
- Don’t be afraid to test new things. Only sending out html emails maybe your market will react better to text. Landing pages contain text and images maybe it is time for a video.
- Give your tests time. Usually you won’t see the impact right away. If after a certain period of time the effect you first saw is still there where you can say the test was conclusive and adapt your strategy accordingly.
- Measure your results. If you test and don’t measure you won’t get answers.
What should we test?
To gain maximum benefit in terms of conversions I would start off by testing and optimizing the below items. They usually provide the best bang for the effort
- Landing pages. This is where you convert most of your visitors into leads. Start by testing out different call-to-actions, different forms and then move to layout and graphics.
- Emails. One of the most widely used means of communication. They usually contain a great deal of copy and a call to action. Make sure you test all of theses for optimal results.
- PPC ads. It can be easily tested especially in Adwords. Results are automatically tallied for you and you can directly link your click-through rates with your ads.
If you follow these guidelines you will definitely be on your way to improving your B2B conversion rates
For those of you more interested on Adwords A/B split testing there is a good post on The Smart Bear blog.
