To be successful in any online business, you need to constantly measure, track, and test everything you do in order to optimize your promotional efforts and improve your return on investment (ROI). This is especially true for your list building efforts since a large portion of your income will come from those on your lists.
One of the most important steps when building a list is to create a squeeze page that converts well. To do this, you will want to split test every component of your squeeze pages.
When testing your squeeze page, you will need to set up two different pages. Then send traffic to both. Once you have at least 100 visitors to each squeeze page, compare the results and discard the worst performing component. Repeat.
PLEASE NOTE: You will want to compare only one component at a time. Otherwise, you will not know if one of the components you are testing performs poorly and if one performs well.
• Different types of squeeze pages – There are several different types of squeeze pages currently being used on the internet. There is the traditional type that uses content, bullet points, a call to action and a subscription form. Another type is similar to the traditional type but uses either an audio or video instead of text. Yet another type that has been gaining in popularity lately is a scenic picture with just a compelling headline and a large opt-in form. Then there are combinations of different types but these three are the most popular types. Try different types to find out which one converts best for you.
• Header graphic – You should first compare the results of using a graphic or not using one. If you find you get better results from using a graphic, then test your header graphic by creating two different graphics and using each on a different squeeze page. Then compare which one out performs the other. If you can create or are able to purchase additional header graphics, continue split testing one graphic against the other until you find one that converts very well.
• Headlines – Write two completely different headlines and use them on separate squeeze pages. Send traffic to both. Discard the worst performing one. Then write a new headline and again compare it to the previous winning one. Discard the worst, write a new one, and compare.
• Tagline – You will want to repeat the above procedure for any taglines you include on your squeeze page.
• Content – Split test different ways of saying the same things, your bullet points, the order of your bullet points and your call to action text on your subscription form button or graphic. Also compare different ways of emphasizing key words. Does bold, highlighting, colorization, italics, etc. perform better or worse?
• Bullet points – Split test to find out if a bullet point, arrow, check mark, etc. performs better.
• Images – If you include any images, such as an image of a report cover, compare the results you get from including a graphic or not using one. If you get better results when using a graphic, split test two different ones to find out which one converts better. Split test to find out if a button or graphic works best for your call to action.
• Opt-in form – Your autoresponder service offers many different templates so try split testing a few of them. Split test the wording on the button. PLEASE NOTE: Studies have shown that using something like ‘Send My Report’ converts better than using ‘Subscribe’ or ‘Submit’.
• Color – One much overlooked aspect is the color(s) you use on your squeeze page. Some colors have been shown to convert better than others. For example, a combination of navy and gold works well for both men and women. Conduct some research to find out what colors will work best for the response you want from your visitors.
• Ethical bribe format – Split test the format your ethical bribe (also known as a lead magnet) is delivered in. Test an audio, video, and text version of your ethical bribe against one another. If your ethical bribe does not perform well no matter the format, create a new one and split test that against the original.
Repeat, repeat, and repeat again as you can never split test too much.
