Every time you go online you are participating in some kind of online test or tracking process where a company is tracking how you interact with their brand.
When you open an email from a company they probably tracked what time and where you opened it, what links you clicked, what browser you used, what device you are using, what t-shirt you have on, ok maybe not that part but when it’s done well they will target you afterwards with exactly what you were looking for in the first place… all without you really knowing.
Recently a very large social network even tested peoples emotions by showing different content… scary huh…? point is you never even know it’s happening but there are tools available that we can use to track and test our own customers.
Do you ever ask yourself the following questions:
“What if this sale page had a different headline…”
“What if I used a different colour order button…”
“What would happen if I change the order button text?”
These are great questions and exactly what you should be asking especially if you sell your own products, run PPC campaigns or joint ventures. Having answers to these questions will help you understand what your market wants, what Call To Action (CTA) buttons work, what converts and more importantly what gets you more long term customers.
Using Google Analytics and OptimizePress you can easily start running your own split test experiments, silently in the background, without affecting your visitors on-page experience. You now become the company doing the testing. Once you know how to split test pages you’ll never run a list building campaign without split testing the traffic to find a higher converting page.
Here are some things can split test into your OptimizePress landing pages:
- Background image
- Product images
- CTA Button text/colours
Some companies will tell you they have tested thousands of landing page designs and they hand pick the highest converting pages for their customers. This is great if you know exactly what niches the landing pages were tested in.
While a landing page with a big red headline, video and order button may convert well in the Internet Marketing space it certainly won’t work in other niches where the user excepts more engaging copy and images.
This is why you must split test your own landing pages and sale pages.
The Video Tutorial
In this video, I’m going to show you how you can run a split test campaign using Google Analytics on your OptimizePress sites. It’s quite a technical video, so you can take some notes, or you can come back and skip, pause, and play this video at any time.
Skip the video and scan the article if you need a reminder.
First create a Google Analytics account if you don’t have one (don’t worry it’s free) and then add your site under the Admin menu.
Create New Account (New Site).
When your first create your new site you are presented with the Tracking Code, take a copy of this code.
Next you add the analytics code to your OptimizePress site.
Go to your OptimizePress Theme or Plugin Dashboard > Analytics and Tracking > Expand Analytics and Tracking > Paste the code into the Header Tracking and Analytics Codes.
Next scroll to the bottom, and Save settings.
Once you’ve done that, you now have analytics installed on your site, and it will be applied across all of your pages.
Next, create three OptimizePress pages, for this example, I’ve created:
- Page A (/page-a/)
- Page B (/page-b/)
- Confirmation Page (/split-test-confirmation/)
You now have three pages to use in your Google split test experiment. Keep your browser open or make a copy of the URL’s of these 3 pages, you’ll need them later.
Confirmation or Thank You Page
The “Confirmation” page we created above will be the last page in your split test. If you are tracking lead conversion then this page could be the “Thank You” page users see after they opt-in or it could be the “Download” page after they opt-in or the “Thank You” page after they complete a survey.
REMEMBER it’s the final stage of your split test Google calls it the Goal page.
Create Your Goal
The next thing you want to do, under the Admin menu, you want to go over to Goals.
Click on Goals > Create New Goal.
From here choose Custom.
You will see some predefined templates like “Sign Up” that you could use for exactly what we’re doing but to keep it simple I am going to choose Custom and I click Next Step.
From here name the goal e.g “Split Test”, and select Destination this is where the user is going to end the experiment. Then click “Next Step”.
Next enter the Destination in the field, this is where we copy in our URL from our split-test confirmation page that made earlier.
On the left here, we also have three options “Equals to”, “Begins with”, and “Regular Expression” we use either:
Equals to – this is the exact domain.
Begins with – would be used if the URL of the site begins with what you entered and anything after is ignored in the experiment.
Click Save Goal.
The Goal is now ready!
Create A New Experiment (Split Test)
Next, we’re going to Reporting in the top navigation menu > Behaviors on the left then Experiments.
Click Create experiment.
Choose Experiment Objective
Name your experiment e.g SplitTest 1 > underneath choose an objective (goal conversion point).
This is where we select the goal that we created. Watch the video back if you are not sure about the objective.
Click Advanced Options > Turn ON Distribute traffic evenly across all variations.
This means everyone who lands on the experiment pages will get a 50/50 split between the Page A & Page B.
From here, we’re going to click “Next Step”.
Configure Your Experiment
Now your split test will come to life. You need the URL’s of Page A and Page B that we copied earlier.
Copy the URL’s into the fields:
- Original – Page A (/page-a/)
- Variation – Page B (page-b/)
Enter the URL’s and click Next Step
Setting Up Your Experiment Code
Click the button Manually insert the code and copy the Google Analytics Content Experiment Code.
Adding The Code To OptimizePress LiveEditor Pages
Next go to Page A on your site, and open up the LiveEditor > go to Page Settings.
Choose Other Scripts and paste in your code under the Header option.
If you don’t see the Header option as shown above click the “Add New” button, you have three options “Header”, “After Body”, “Footer”, and “CSS” choose “Header” and paste in the code.
Scroll down click Update > Save and Close the page.
Then do exactly the same by adding the code to your “Page B”.
Verify The Experiment Code Is Installed
Now go back to your Google analytics Experiment and click Next Step
Google now runs a quick check on the pages to validate the experiment code.
If you followed all the steps above you will see a tick next to Original (Page A) and Variation (Page B)
Lastly click Start Experiment and you are all set.
Running The Experiment
If you know your split test experiment will receive a lot of traffic you might want to check back daily or even hourly and see if one of the pages is performing better than the other.
Clearly it depends on the traffic volume but you might see an obvious winner in short period and decide to make some immediate changes to the failing page.
Next you can fine tune your landing pages. After your experiment is complete you could run another split test on the winning page. Only make very subtle changes this time like CTA button text or action words in your bullet point and start a new experiment.
Now it’s time to go and run your own split test experiments and report back here with your results. If you are looking for some fresh design ideas see if any of the landing pages in our market place would work for your experiment.