The A/B Testing Fairy Tale & Finding the Landing Page Optimization Unicorn
A/B testing can indeed provide valuable insights regarding how to increase conversions in an AdWords PPC campaign. The problem? There is a lot of misinformation floating around about how to best conduct this common testing methodology. During A/B testing, a simple test comparing two different landing pages is conducted; the performance of each page is tracked so you can see which one would be most successful in increasing real life conversions. While it’s important to talk about how to A/B test, it is just as important to address some of the most common mistakes associated with the practice.
Common A/B Testing Mistakes
A/B testing is not as simple as it sounds. One commonly made mistake is that the website owner does not benchmark important baseline data through Google Analytics. Your benchmark will document the initial performance of Page A or Page B – without this data, the rest of your testing may be flawed.
Another best practice for starting an A/B test is to use pages with minimal differences to determine the best possible Key Performance Indicators, or KPIs. Moving forward, however, remember that most pages have text and headlines, so simply adding visual elements will not get you to PPC conversion Nirvana. When you conduct a simple rearrangement of components, the change is too insignificant to trigger a high conversion increase. If you want to grab the horn of the PPC unicorn, it is necessary to make major changes to your page.
How to Effectively Use A/B Testing
Instead of focusing on image and headline text optimization, we recommend you try different tests on various forms of media, such as video or an interactive page component. Calls-to-action (CTAs) are important, but changing the tone between the A and B pages will yield a more significant conversion data.
Creating a page that educates your chiropractic patient or proposes a meaningful solution to patient issues is more important to the color of a CTA button or ad copy. Titles like “How I can Help You” can be highly effective, because it will simply set you apart from the strategy of many of your competitors.
Testimonials and Trust Elements
Testimonials are great, but they are not necessarily created equally. Some end users might find more value in a Google+ review, while others will look to a Yelp testimonial for trusted feedback. A video about a service may or may not work better than one about your entire chiropractic clinic. The end user data regarding video engagement and site referrals gathered from Analytics can point you in the direction of how to get the best conversions – these variables are more important than the Headline 1 versus Headline 2 trap.
Try targeting specific locations and then move on to targeting broader regions. In our experience, if most data targets a city in PPC landing pages, the end user may not respond as well as when you are reaching out to multiple target areas. Remember, your ideal chiropractic client may live and work in two different neighborhoods or cities.
Make significant changes to similar and very visual rich information to see major changes in the performance of your AdWords PPC campaigns. Also, test often and early. Soon your landing pages will be riding on rainbows and being chased by those who really believe in unicorns.
If you have questions about A/B testing or are interested in a fully managed AdWords campaign for your chiropractic practice, call 1-800-IMATRIX today.
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