Split Testing Conversion Sources on Your Own Website
Split testing is one of the most powerful tools in any medical marketing arsenal. With A/B split testing, you can see which slight changes in wording or design pack a bigger punch, and use that information to boost your website’s conversion rate. By carefully running different options past specific audience segments, you can locate the conversion sources on your own website—and then make them work even better for you.
How A/B Testing Increases Engagement
Although there are plenty of factors taken into account when focusing on increasing your conversion rate, user experience is definitely one of the heavy hitters. A happy user is more likely to stick around and spend longer looking through your site resources. This translates into a lower bounce rate, of course, but even more importantly, gives your existing conversion sources more time to work.
When you show half your audience Version A of a landing page or email marketing campaign, and the other half of the audience sees Version B, you can see clearly which version lands more click-throughs. Any time you’re trying out new formats or offers, running an A/B test can reveal tons of useful data about your marketing efforts to help you decide if your new idea is helping or hurting your bottom line.
Beyond using split testing to gauge the effectiveness of untried tactics, you can also more closely examine conversion sources on your existing site, and then maximize them. Split testing can help you make the most out of your existing site traffic—compared to the cost of getting visitors there in the first place, the cost of converting them to leads is minimal.