At this week’s Affiliate Summit Meetup we heard from Beth Kirsch, a consumer internet and customer acquisition expert. She spent about a half hour talking about all things landing pages, specifically the whys and hows of A/B testing your landing pages.
Why It’s Important
If you aren’t already sold on the concept, check out this slide:
Audible, an audiobook company owned by Amazon, experienced a 25% increase in conversions as well as affiliate payouts as a result of A/B testing (and the increase in payouts didn’t involve an increase in commission rates).
If a marketer’s natural intuition was able to find the right combination of landing page elements on the first try, Kirsch wouldn’t have seen this lift in conversion rate.
In short: your gut isn’t good enough. You have to test to see what works.
Resources to Help
Kirsch shared a number of resources (some totally free) that you can check out to get started A/B testing on your own:
- Google Website Optimizer (free)
- Visual Web Optimizer (easier to use than Google’s tool but there is a fee)
- Which Test Won (features A/B test case studies)
- Marketing Sherpa Landing Page Handbook (a comprehensive guide to landing pages, there is a cost attached)
Overall it was a great evening and Beth shared some really excellent insights. I recommend you check out the full copy of her presentation below for additional A/B test examples.
Until next time…
Anna Cunningham | Social Media Manager | VigLink