A/B testing or split testing is as it sounds an experiment where you test two different versions of a Landing Page simultaneously. It’s basically nothing more than the application of a scientific method to your online marketing efforts.
A/B testing is the disciplined application of regular testing to ensure you’ll have the best version of your Landing Page optimized for conversions. So, as you’ve read, A/B testing or split-testing allows you to optimize your website or landing page for conversions, or in other words, the process of transforming a visitor into a customer.
Why should I run A/B tests on my landing pages?
A/B testing offers online marketers a host of potential benefits including a lower bounce rate, higher conversion rates, and most importantly, more sales. When you conduct A/B testing, your customers and page visitors are giving you a valuable gift; they are telling you what they like and also don’t like about your online marketing efforts.
The beauty of online marketing is that you can measure and improve every aspect of your strategy. It doesn’t matter if your results are “in the tank” or your campaigns are soaring sky high. You can improve them if you conduct A/B tests consistently and if you implement new changes accordingly.
Guidelines for Effective A/B Testing
After running your test, consider why the winning variation performed better and use that information when running another test and building future landing pages. In addition, you can continue to run additional tests on other elements of the page which can lead to greater overall performance. With each additional test you will learn more about your audience and be able to setup a high-performing landing page based on all of the lessons learned from testing.
Lead nurturing focuses on educating qualified sales leads who are not yet ready to buy. The key to successful lead nurturing is to deliver content that’s valuable enough to keep your audience engaged. If you do it right, lead nurturing can help you build a strong brand and solution preference in your prospects long before they’re actively engaged in a buying process.”
5 Steps to Lead Nurturing Success
Step 1. Understand your buyer
This is without a doubt the most crucial step of all. You know that prospects go through stages – what has traditionally been called the funnel.
What you also need to know is what those stages are and where your prospective buyers are in relation to them.
Interviewing your customers is a great way to get deep insights into the needs and processes at work when someone is considering whether or not to buy what you’re selling.
This will also help you to create buyer personas for better targeting of content.
Step 2. Discover and decide on what motivates your buyers
Use data from previous campaigns to inform future activity. By analysing past marketing activity you can begin to establish which approaches, forms of content and messages had the greatest and the least resonance.
Pick up on how many leads moved through the stages and what it was that prompted them to take the next step. Feed these insights into your content strategy and you will be on the road to creating an optimal lead nurturing pathway.
Step 3. Decide, what is the ideal customer experience?
Once you have created a lead nurturing pathway that you believe best fits your prospects’ buying process, you’ll need to test and troubleshoot to identify potential pitfalls and sources of friction.
Can you better personalise the experience using information you have about individual prospects?
Their interactions and behaviours should influence and shape the flow of communications delivered.
Eventually, you should emerge with an optimised lead nurturing structure built through a series of rational, insight-based decisions.
Don’t forget to document and share the reasoning behind it all, so your team and others can have the benefit of your good work.
Step 4. Plan your lead nurturing process
Timing is of the essence in any lead nurturing pathway. Marketing activities and interactions need to be well-timed.
Too frequent and you risk overloading prospects – too sparse and you risk losing their attention.
It’s also essential to be clear about what happens next. If they get through the lead nurturing pathway without becoming a qualified lead, do you have a backup plan?
Or are they simply consigned to the dead leads pile?
Step 5. Automate your communications
Begin with an automated welcome campaign sent out to each prospect as they enter your database.
You can start delivering educational information right from the off, and commence building that all-important relationship.
Communicate the most crucial things you want them to know, and also think about getting some information from them as well.
Speed your way to lead nurturing success
Segmenting your prospects by attributes such as job role, industry or sales stage will help you tailor your content for maximum resonance and engagement. And nurturing is useful when applied to customers, as well as prospects, to help streamline their experiences.
Personalisation is another key strategy, and you can build your knowledge of the customer to help you do this by progressive profiling.
This involves asking for incremental pieces of information at different stages, in exchange for useful content.
The more you build a more defined picture of who your customer is, the better you will be able to nurture them.