Split tests

Five Split Test Ideas to Double Your Conversions

Split testing the fastest way to make more money from the traffic you already have. Several tools make it effortless to set up split tests and see which variation better converts your traffic (Optimizely and Google Analytic Experiments to name a few). But figuring out what to split test can be a bit more challenging. Lucky for you, we’ve outlined these five areas where testing can supercharge your conversions.

Testimonials

There are only two reasons someone won’t buy from you: because they don’t have the money, or they do not believe that your product will work. Testimonials are a great way increase belief and trust that your offer will work. Try adding a testimonial just under a call to action. Make sure that the testimonials are concise and quantifiable. Testimonials that are quantifiable ( i.e. “I got XYZ In ABC time frame” ) help potential customers believe that they could achieve a similar result.

Reverse Psychology

Something your landing page must do is stop visitors in their tracks and get them to pay attention. An effective way to stop readers in their tracks is to issue a warning that conveys something they would not normally expect to see. Take for example:

“Warning: If you’re afraid of XYZ, don’t sign up for this.” (Where XYZ is something that user might indeed want). Since the visitor isn’t expecting to see copy like this, it focuses their attention on consuming the rest of your page.

“Warning: this is not an ABC.” (Where the user is expecting that the offer is ABC.) By indicating the opposite, you can stop visitors in their tracks and compel them to read the rest of your copy.

Scarcity and Urgency

Fear of missing out ( aka FOMO ) is very real, very scary, and can consequently cause potential customers to take massive action. Urgency can be generated in a variety of ways including javascript timers and countdowns, implying that the price will increase in 24 hours, or that the offer will be taken offline shortly.

A way to drive scarcity is to imply that only X number of invitations or spots are left. Utilizing scarcity can help to convince visitors to action right then and there - instead of putting it off for later. Interestingly, the e-commerce version of this concept is to display how many of a given item remain stocked in the inventory ( i.e. only two X left in this size ).

Negate fear of doing work

Let’s be honest, no one likes doing work, but filling out forms, signing up, or “creating your profile” are just not very appealing things to do at all. Using calls to action like “create your account” and even “sign up” imply that there is a workload ahead. To negate the fear of work you should use an alternative call to action in addition to including some subtext that clearly negates the fear of work. An example of this might be “creating an account takes less than 30 seconds” or “easy 3 step sign up” above or below your call to action.

Calls to action

The worst call to action in the history is the dreaded “submit” button text. Try using a call to action that outlines the action the user would like to take ( i.e. “Do XYZ now” ). You can also make the call to action the direct reward the user will receive ( i.e. “Get XYZ instantly ). Again, as mentioned in the topic above, try as well to avoid calls to action that imply the user will have to do work.