Email Newsletters: Testing, Testing, 1, 2, 3 - Testing for Conversion Rates
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When a subscriber clicks through to a landing page, the ideal opportunity to test different versions presents itself. By simply providing two or even three slightly different variations, of the sales copy on the landing page, a test of the results is easily conducted. The best version can serve as a starting point for future tests. Note that testing is never over, but is an ongoing process.
Slightly different versions of the shopping cart presentation are prime areas for testing. Because of the sensitive nature of shopping cart purchases, and their frequent abandonment prior to transaction completion, testing different formats is almost a necessity.
Shopping carts being filled, as a direct result of an email newsletter promotion are especially vulnerable to having incomplete sales. One of the first tests to consider is a pre-filled in order form against one that the purchaser completes themselves.
Test post purchase thank you pages. You can test pop-ups versus another landing page. You can also test extra offer pages as well. It’s always a worthwhile test, to find out if buyers might want to purchase more related items, following the sale. Many customers will happily buy some other products and services at point of sale, while they are in a buying mood. Be sure to test several add-on offers.
Online offers and web landing pages can be tested in numerous ways. Remember to only test one component as a time. Note that all shopping cart, additional point of purchase offers, and thank you page tests, pay off for regular customers as well.
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