Split testing is the process of continual optimisation and testing of different variables that influence a shopper’s final decision to make a purchase. It is essential to split test on your landing pages to maximize your conversios. Hitwise Australia suggests the following variables might need to be tested from one landing page to another.

Landing Page Test Variables:

1. Colours
2. Ways of highlighting offers and discounts
3. Location and appearance of ‘Buy Now’ buttons
4. Strength of calls to action
5. Copy
6. Adding incentives

Google’s Website Optimiser allows you to easily test up to four variations of a page and reports on the final conversion rate of each. This allows you to narrow down what works and what doesn’t work on your website and within your industry. For example, you may find that a green ‘Buy Now’ button converts your shoppers 10% better than a red ‘Buy Now’ button.

Having this sort of information is vital to your online marketing success and can have a significant impact on your bottom line.