It really sounds much more complicated than it has to be.
Whether you are trying to convert leads into sales or visitors into subscribers, the first step is figuring out what works about your web pages and what doesn’t. The only way to find that out is to test different variables of the same page at the same time to compare and track the changes in your visitors’ behavior.
Sometimes called A/B testing, with A being one version of a page and B being the slightly different second version, split testing allows you to implement very minor tweaks to your website to show you which version converts better for the goal you have in mind, such as increasing subscribers or sales.
Does one headline work better than another?
Does a blue button convert better than a yellow button?
Does a big font work better than a smaller font?
Split testing is a valuable method for showing you which areas of your website are going over well with visitors, and which areas are not. It allows you to cull away the weak components to your offers and build upon the strong components until ultimately you are left with a single web page that a significant portion of your visitors respond favorably to. Thankfully there are several tools available today that make it easy to track and analyze your visitor data as well as set up these simple A/B split tests without too much know-how. The benefit to you? High converting web pages that do what they were intended to do.
For a fast and mostly painless solution, as well as one that’s easy on your wallet since it’s free, Google Analytics’ Content Experiments is a great place to start if you’re looking to dip your toes in split testing and analytics without a financial commitment first. However, interpreting the data is pretty much left up to you, so it may not be the easiest solution to use effectively unless you know what you’re looking at.
One other con of using Google Analytics is that you can’t do multivariate testing, and you can only test up to 5 pages at a time so for people wanting to test more than that, this can “seem” like a bad thing. But sometimes keeping it simple can be the best choice when it comes to accurately analyzing what’s converting well and what isn’t.
For a more people-focused analytics tool, Kissmetrics is a great choice with a smaller price tag than some of the other tools available. They focus on helping you get to know your visitors individually and tracking their interactions on your site, rather than just providing uninspiring statistical data.
Somewhat similar in features to Kissmetrics, Mixpanel comes with a much heftier price tag than the above two options. Primarily focusing on optimizing conversion funnels and increasing visitor retention, in-depth split testing is part of the whole package that allows you to dig deeply into your visitor data and mine for gold. Mixpanel offers pricing packages ranging from free all the way up to $2000 per month.
Be aware that even with the free package there’s a chance you’ll have to pay if you go over your allocated “data points”, which are used every time you track an event with Mixpanel. So your account would either become prorated according to the data points used, or automatically upgraded, whichever option is cheaper. Needless to say, it can become costly quickly if you aren’t careful.
How About You?
What are some of your favorite tools for analyzing and tracking site data and split testing your web pages? Do you have experience with any of the above? Please share your insight in the comments section.