Why Events Should Always Split Test Their Landing Page and Ads
A recent study shows that marketers waste 25% of their marketing budget on ads and marketing platforms that don’t work. When marketing campaigns fail, the money invested also goes up in smoke.
There are dozens of reasons why landing pages and ads don’t get your targeted leads. Although, let us focus on one thing that could be causing your campaigns to fail—Not Doing a Split Test.
What is split testing?
Split testing is a method of comparing several versions of a landing page or ad to determine which performs better, in terms of clicks, sign-ups, and purchases, etc.
Let’s say you want a headline that would boost the conversion rate on your post-click landing page. The headline reads “How To Increase Event Attendance” and the variation headline reads, “Learn The Most Effective Method To Boost Your Event Attendance”.
After driving traffic to your site, you find that the second option generates more conversions than the first one. Since it is only the headline that you changed, but not the content of the landing page; you are certain that the headline was the reason for the increase in conversion.
Next time you make a Facebook or Bing ad, test whether or not something works for your site in the easiest and most effective way possible. Discover how to speak the language of your target audience in the most efficient way possible for yourself and your site visitors.
How to do a split test
Install tracking code on a page or ad you wish to boost conversion on. Load up multiple versions of your landing page or ad for different sets of visitors. In doing this, you can determine which version is more effective than others.
Key benefits of Split testing
If you’re tired of guessing which marketing strategy works or not—it’s time to do a dry run. Here are three important reasons why it’s time to do a split test on your landing pages and ads.
- You take the guesswork out of the equation. A split-test driven marketing campaign helps you understand what headlines and contexts compel your audience to click on an ad or site and explore it.
Headlines to split test
Is it the benefit-driven headline or the curiosity-driven headline that compel your prospects to click on your site and explore it? Depending on the results, you can start creating ads and headlines that would gather the most engagement.
- You can communicate effectively with your target audience. Split testing helps you learn your target market’s language. By tracking site visits, clicks, audience engagement, and revenue, you will know how you can communicate effectively to your target attendees. Promoting an event to a new audience is like communicating with complete strangers. The best way to communicate with them is to understand their language—what message resonates with them, what drives them to click on an ad and so on. The sooner you understand their language, the sooner you learn how to reach out to your target audience.
- It is a cost-effective way of improving your conversion rates. By doing several split tests and using the gathered data, you can create ads and landing pages that your audience can understand and engage in.
You love gathering people and several of your clients have complimented your events. Lately, you’ve been tinkering with a few marketing ideas that would take your event to a whole new level. But you’re not sure which of the ads you have in mind will be successful or not among your target attendees.
Thankfully, you’ve read this article on split testing. Do you want to try this now?
You can run two randomized experiments that test two ad or headline variants A and B. Use A as control and B as an experiment. It can help you fine-tune customer experience both in mobile and web applications. The results can guide you not only in making marketing decisions but business strategies based on how your target market interacts with your brand.