One unique characteristic about being an internet entrepreneur is the capability to accurately and comprehensively track the progress of your online businesses, test out new techniques and strategies, and then effectively analyze the effects that those modifications made. This isn’t as easy to do with most offline, brick and mortar businesses where so many outside factors could be influencing the marketing and sales aspects of the process.
Online Business Success Comes From Testing, Testing, Testing!
The fact that you can easily track various business statistics is a powerful tool for internet entrepreneurs. Not only are you able to test the outcome that drastic marketing techniques might result in, but you are also able to fine-tune your business by being able to see how small, subtle changes can determine how your website visitors behave. With a traditional business, the ability to test out how a specific change could improve or hurt business is difficult because of the various amount of things that could influence the way customers act. In the vacuum of a website, you can make a single change, and then intelligently evaluate if that change made things better or worse.
The Basics of A/B Testing
The most common method that online marketers use to test various aspects of their internet ventures is A/B testing, also known as “split” testing. Unlike multivariate testing where many elements are tested simultaneously, A/B testing only tests one element at a time. The benefit to doing it this way is that you can be more confident about your results. If a different headline (B) of your site’s salespage resulted in the conversion rate of your site being 15% higher than the original headline (A) and nothing else was changed, you can be confident that it was the change that caused the improvement. There’s nothing to speculate about.
At this point, you could either test out a different element, or you could test out another headline to see if you can get an even better conversion rate. It is this ability to test and improve through A/B testing that truly gives online marketers an advantage. Struggling internet marketers have no idea what there conversion rates are or what any other vital statistic is for that matter. In not knowing, there is no possible way to systematically and accurately see what’s working and what isn’t. Struggling online marketers are constantly guessing at what to do, going from one marketing idea fad to the next.
Successful online marketers take a different approach. They understand that in order to make a profit, they absolutely need to know their stats. Knowing critical websites stats like conversion rates gives them the opportunity to make improvements that they couldn’t otherwise make. They use these stats, along with A/B testing, in order to consistently make profitable improvements.
Using A/B Testing To Increase Website Traffic :
Not only can A/B testing be used to improve the conversion rate of the website that you have, but it can also be used to bring more traffic to your site. It all boils down to this:
Determine Your A > Test Out Your B> Compare The Results
Using A/B Testing With Pay Per Click Advertising:
Pay per click advertising, also known as “PPC advertising” is when website owners pay to have their ads displayed on other websites. The biggest of these advertising opportunities being Google’s Adwords program. When you do a search on the Google search engine, a number of advertisements will appear on the results pages that are targeted to what you were searching for. Advertisers pay a fee to be placed there.
The Adwords program allows marketers to A/B test various versions of their advertisements. So if you wanted to increase traffic to your website and were participating in the Adwords program, you would create two different ads to be displayed whenever someone searches for targeted keyword phrases relevant to your website. You would divide the page views of each advertisement in half and compare the results. You keep the one that gave you the best click thru rate, and then create a new ad to test. You would keep doing this, improving your click thru rate, and thus generating more traffic to your website.
Using A/B Testing With Article Marketing:
Article marketing is a cost-effective way to generate traffic to your website. Whether you write the articles yourself or outsource the article creation to freelancers, you can use A/B testing strategies to increase site traffic. With article marketing, you can include an author resource box just after your article. This give you the ability to persuade readers to check out your website for additional information. Online marketers can create two different versions of the author resource boxes and see which one performs better undergoing A/B testing. Author resource boxes with high click through rates are kept, while those with poor performance are scrapped. By doing this, you will be discovering which resource box will produce the greatest click thru rates. Once you are happy with a specific version, you can then use that for your future articles, being confident in the effectiveness of the resource box because it has already been put to the test.
Successful online marketers know how to take advantage of the concept of A/B testing to optimize various parts of their websites. Generating traffic is not enough. Smart marketers know that sometimes you can use A/B testing to squeeze slight more profits and traffic out of a stream that already exists. Experienced online marketers don’t only use A/B testing to improve conversion rates. They also use it to increase the percentage of traffic coming in from marketing methods already in place.
Author Bio :
The author, Jen Silva, is a writer and researcher specialist of small business tools and resources for ChooseWhat.com. ChooseWhat.com provides small business resources to help startups and small business start and grow their business. Topics of interest include PBX services, business cards, and online faxing services.
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