There are literally millions of websites that are similar to your website and they are all competing for your traffic. You can of course compete for every last click, but are you making the most of the traffic that you already have?
For growing ecommerce or affiliate sites, the answer to increasing conversion and achieving better marketing results is A/B Split testing. And as I’ve found during repetitive searches for the most useful software available online for split testing, Visual Website Optimizer is hard to beat for the price.
If you are new to ecommerce, you have most likely focused your time and attention on the design and usability of your website. Many website owners separate their marketing efforts from the actual look and feel of the website. After all, even when you track landing pages it is difficult to gauge exactly what a user likes and dislikes about that certain area. What makes them choose to click the “add to cart” button or inquire about your services? It has been a hit or miss proposition until the advent of A/B split testing.
In website split testing, you direct traffic between two or more versions of the same page and then analyze the difference success of each. The first time I experimented with split testing I changed the color of the call to action on a sign up form. The results were nothing short of stunning. I found that changing the graphic from a color that blended and matched my website design to a color that stood out, in this case a outlandish red, resulted in a 23% increase in signups. It was a simple test, but it showed how quickly you can zero in on a potential design problem that was detracting from a proper conversion.
There are a few free products out there that will allow you to test elements of your website. Google Website Optimizer is a free tool that allows you to perform both A/B testing or multivariate testing. Although it performs well, I’ve found that the software is limited in its features and isn’t as intuitive as VWO to.
On the opposite end of the spectrum, there are tools such as Adobe Test and Target powered by Omniture. Although for small businesses, it could take a long time before you recoup your return on a $10,000 or more annual investment.
By far, the best bang for marketing dollars comes in the form of Visual Website Optimizer. The software is feature rich. Among the many distinct and user friendly features of VWO are:
By and large, the simplest way to analyze data is by viewing it in color-coded charts. VWO utilizes the open source FLOT Charts to provide powerful, easy to use charts that will let you analyze your test results quickly and easily.
Clickmaps and Heatmaps
If you’ve ever wondered what areas of your web page gain the most attention, Clickmaps and Heatmaps will tell you. When combined with A/B testing, Clickmaps will pinpoint the tiniest area of your web page that gains the most clicks.
Integration with Google Analytics
When you are serious about your website statistics, you use Google Analytics to track visitors and landing pages. With the integration of the VWO plugin, you can harness the power of A/B testing and Google Analytics together on one page. Simply add one line of code to your Analytics code and you are ready to roll.
There is a WordPress plugin so you have the ability to utilize A/B testing without messing around with the code, there is also a Drupal plugin for those of you yet to love WordPress.
For the advanced users there is an API that allows coders to automate and integrate their tests into their applications.
Visual Website Optimizer has features that make it as simple and plug and play, even for those just starting out. Beginners can utilize the assistance of a WYSIWYG editor to run both A/B split testing and multivariate testing. VWO will allow you to track both conversion rates as well as revenue metrics, which means that you can immediately see which links are clicked as well as how much each user is spending depending on certain variables. In comparison to Adobe Test and Target as well as Google Website Optimizer, Virtual Website Optimizer has more features for a better price.
In my opinion, I feel that Visual Website Optimizer is a fantastic tool that no online marketer or online business should be without. VWO is extremely powerful, and can be used to run tests while you are still in the process of learning about the strength of A/B Testing. And the best part? It comes with a 30-day trial offer, which means that you can take it for a test drive and have it earn its keep before you need to pay for it.
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