Split Run Testing Capture Pages
This article is designed to help you understand the importance of split run testing your capture pages. Many times, we just set up a capture page and start promoting. This can be a mistake, even if the promotion is going well.
When I created my Ebook, 4 Steps To Creating Cash Flow with Email Marketing, I also created a brand new autoresponder campaign. After setting up my follow up letters, I created a series of capture pages.
Then, I started driving traffic to those capture pages.
I advertise on Bing and I created 4 different Hosted Capture Pages I named them each Bing1, Bing2, Bing3, and Bing4. In my Bing account, I set up 4 ad campaigns. The ad campaigns are exactly identical in every way. The headline and text all read the same. Each ad links to a different Hosted Capture Page.
Here’s the fun part:
Each ad resulted in roughly the same amount of clicks. That made sense. The ads were identical.
Each of the capture pages resulted in new requests for my Ebook which means more subscribers in my autoresponder campaign. So, if I had just run one capture page, I would have been happy to see new leads coming in. But 2 of the 4 capture pages converted WAY better than the other 2. In this case, Bing1 and Bing4 converted better than Bing2 and Bing3 by about 4 to 5 times.
What did I do with this information? I changed the layout for Bing2 to match Bing1. I changed the layout for Bing3 to match Bing4.
Now, I will have all 4 capture pages converting at the higher rate.
My next step for my Bing Advertising will be to start split run testing different headlines and calls to action.
Split run testing your capture pages helps you identify areas that can be improved. By using this strategy, I was able to see which capture page layout worked best and change the weaker layouts to improve the overall effectiveness of my campaign.
My next phase will be to test different capture pages for my Facebook, Twitter, and Traffic Exchange promotions.
Did it take longer to set up multiple versions of my capture pages? Absolutely.
Did it take longer to create multiple ads to link to each capture page? Absolutely.
Was it worth my time? Absolutely. I learned which capture page layout was the most effective. Next, I will determine which ad headline and call to action are more effective.
Split run testing your capture pages is a great way to make sure you are getting the most bang for your buck in your promotions.
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