Split Testing Your Landing Page

Split Testing Your Landing Page

As I mentioned in my previous post – it is very important to create two variations of your squeeze page for split testing. You need to see which variation is collecting the most leads to your list. Now after you have determined the “winner”, or you determine which page is the best statistically you will then take the winner and scrape the other.

The winner, and it may be your original page, will now become your ‘control.’ You have to create another new variation to test against that, and you have to keep repeating this process. After time you will find that your cost per lead/opt-in to your email list will continue to drop the higher the opt-in rate when you are buying traffic.

On the topic of growing your list – you have two options when a prospect does enter their email. You can try for single opt-in or a double opt-in. A single opt-in means that once the email field is filled and the button is clicked you could send the person straight to the offer. The other option is for the person to be directed to a page that informs that they will need to go now to their email inbox and click the included link before being directed to the offer. The latter is called the double opt-in for obvious reasons.

You can imagine that there will be people that will not bother to go through the double opt-in, and so your list growth may suffer but in my opinion, the people that end up on your list will be better prospects from a marketing perspective and your email bounce rate will be a lot lower. The main reason for the lower bounce rate with the double opt-in is that people will try and input a bogus email to see if they can get your special offer/report (i.e.,. your bribe) without giving their true email address.

So do yourself a favour and go for the double opt-in option – if your list host gives you the choice (some only allow double opt-in). To review my reasons for this:

• removes false/dummy email addresses
• the people who end up opting in are a lot more qualified
• you are only adding serious people, and
• you will have lower spam complaints.

What you need to ensure is that you pre-sell the double opt-in confirmation page. A good way to strongly encourage people to go to their inbox is to make a short video reminding them of what they will receive when/after they click through your link. Sell them on the benefits, also give specific instructions on how to get back to their inbox, what your link will read, how to get your report and use it for immediate effect, etc. It is important not to get lazy here as making this short video you can improve your opt-in rate.

Take the time to get familiar with your list host (Aweber, GetResponse, etc.) as directing people to that pre-sell confirmation page/video is very easy to accomplish.