You may be spending a lot of time and energy getting highly targeted traffic to your website, but if they don’t convert into buyers and customers, then what’s the point of not that good traffic is just going to waste?
Zero is basically the process of finding better ways of getting that wasted traffic to turn into paying customers rather than work harder, writing more content or spend more on advertising to get more traffic. You likely already have a lot of things you can improve on your website that could help your overall conversion. It’s one of my favorite strategies as a digital marketer because it forces you to think a little more creatively on how to make that process easier for the people on your website. Let’s dove into the questions. Let the games begin. How do you measure the success of a test? So you’re going to have a couple of versions of your test where you directed traffic to those different versions at the end, maybe after a couple of days or even a couple of weeks, hopefully not longer than that. You’ll see a winning version has a higher conversion rate or higher engagement, whatever it is you’re trying to test. And that’s the one you should implement on the rest of your site. What are some common cyro mistakes and how do I avoid them? Lots of different mistakes can happen. And it’s it’s it is going to happen. You’re going to find a lot of different things that don’t work. And that’s just as valuable to you and your visitors and how you’re creating pages that convert. Now, as far as getting the test actually run, a lot of the tools that you might use require like scripts to be embedded in different things that are technically more difficult. We see a lot of areas where you can improve the process just by making it easier with things like Google Tag or something like that. But there’s a lot of plugins that help to figure out if you have a test set up. Right. Another mistake is just letting a test run too long. If you’re not testing things that are risky enough to find results quick enough that you’re actually wasting time, that you could be testing other things. But you also don’t want to be testing too many things at the same time because you want to remove any variables as as much as possible. So say you’re testing contact form. You want to test like three different versions of that contact, one that might mean different things for your users. You want to just test one piece of it to test like that first form field or test just the button. And all your variation should only test that one element.
Don’t add other variables into your test. Why is zero important? Zero is so important because you’re taking traffic that may not convert at all or may not convert well, and you’re turning that into actual revenue for your business. You know, if you get so you get a thousand visitors a month on your content and one percent of them convert, you’re getting 10 conversions. You can double your conversion rate. You’re ultimately getting twice as much conversion on your site. You’re getting twice as much revenue to your business overall. And you haven’t done anything to improve traffic or you haven’t increased advertising to your site. You only can improve the conversion rate of the traffic that you are getting. Next question. Upside down, what is AB testing and what are some good tools for AB testing? So HIV testing is creating two different versions or more. You can do A, B, C or whatever, and you’re creating those different versions of the same elements on the same page on your site. The version might be contact page one, version B might be contact page two. He may have tweaked just a little tiny piece of that on each one version is affecting your control or your original page. You always going to be testing against your original one as well. And then after a while, you have results come in. You’re sending traffic to each of those pages. So most of the time you’re just spotting that traffic. You get a lot of traffic. It might just split a small portion of that traffic. And then after a while, you’re going to measure the conversion rate at both and see what’s going on. Are some tools that do that for you are to optimize balance for you like that one and integrates well with Google Analytics. Others like visual website optimizer optimization. What are the steps of a S.R.O. test? A good way to put this is like the scientific method in like elementary school systems. So steps scientific, that call from the phone, a friend make an observation, asking a question, form a hypothesis, make a prediction and test that prediction in an area. So think of it as like a scientific experiment, really. You’re finding those different pieces of your website that could perform better or perform differently or in a way that you want them to. But you need to think critically and try and find what those things are. And then you test run the test, use different tools, find a winning version, or find a failing version. You could find a lot of things that you learned about your website in a field and then you just do that whole process over again. Eventually you have a much higher conversion rate just based on those tests they’ve done. You’ve learned a lot about your your content and the people visiting your content. And then over time, you’ll have a really, really high conversion rate that was better than before when you were doing it easier at all. What is a conversion funnel, so if you think of a funnel that you might pour a liquid into, you have the high big opening at the top and it’s directed down to a little part at the bottom. And your website is a funnel and itself the conversion funnel. So you have a lot of traffic going in the top and hopefully they’re getting to the bottom where your conversion process is. So that could be your contact page. You form your own by now piece of your e-commerce. Your goal is to get more people through that entire funnel. Right now you have a leaky funnel. There’s just holes all the way through it. People are leaving at different times. They’re confused. They’re just out of time. They might just get distracted. And your goal is to figure out where those things are and get people going all the way through your conversion and generating revenue for your business. Next question, what are a few S.R.O. best practices? So I think I mentioned a few of these before, but only test one thing at a time. If you’re testing your contact gauge only test one element of it. You don’t want multiple tests going at the same time that could have overlapping features and that will just muddy your data. You won’t know exactly what is helping or not helping. And if you can eliminate those different pieces, you’ll know exactly what to do on the next step. Another best practice test tests some crazy stuff, try doing risky things and things that will be the things that will have an obvious result over a short amount of time.
If you figure out something that works really well and a short amount of time, you can implement that and then test again, something just as risky in the same amount of time as you might test something not so risky and not have a higher result. You can learn a lot from failed tests and risky tests in a short amount of time.