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going to use this landing page as an example and look at the various elements that can be split tested when you're trying to optimize your conversion rates now one important thing that i want to emphasize and we'll come back to it and i'll remind you later is that you can only test one thing per variable that you're testing so if you're if you're testing two variations only one element should be changed between the two otherwise you're not going to know what caused the increased conversion okay if you start changing multiple variations if you change a headline and a button and an image in both of the variations well then you won't know whether it was the headline or the image or the copy or the background or the button that made the difference so it's incredibly important that when you are split testing among two variations you're only doing one element at a time so that you can absolutely nail down what has what kind of effect on your conversion rates so let's just take it from the top okay the headline the headlines the first thing that you could potentially test in a split test to see if you get a better conversion rate okay and basically if you've got a unique selling proposition or multiple angles that could be attractive about your product you would want to figure out how to incorporate them and which ones to emphasize because there's only so many words you can fit into a headline right i mean that's the whole point of the headline is that's pretty short and sweet you want to get people's attention right and you can only include so much information in there so just as a random example let's take things to a higher level sounds kind of cool but it's also very vague right what if the headline was a little bit beefier and said let me show you how to boost your revenue by 30 percent that is more specific and it might perform better we don't know we would have to test it my guess is it probably would but that's the point of a split test so what we want to do is create one page with this headline which we already have and another page with that other headline and leave all other elements the same they have to remain constant between those two page variations now the next thing you can change is imagery imagery is super powerful on landing pages and it can make the difference between high and low conversion rates so a lot of things to take into account are your target audience you want to make sure that any human characters in your images will be relatable or have the desired effect on your audience so if your audience is in a certain demographic group just to give you an example if you start noticing and this is a real life example here if you were to start noticing based on your email interaction with people in your customer community that many of them are elderly many of them are retirees or coming up on retirement well guess what you should probably have some gray hair in your images so that it's relatable right gender is huge there's competing studies out there as to whether or not a female is more likely to buy something if she sees a male or a fellow female and obviously depends on what type of product you're selling same thing with a man is he more likely to buy something if he sees a female or a male it depends if you're selling you know masculine products you know something like a big manly you know deodorant brand well you probably want to see men on screen using it obviously but can you incorporate gender into it for example ladies who are impressed by the smell of the deodorant right there's a science behind all of this but what you can do is sort of skip the science and just split test what the difference is so we could literally have an image like this and then have the exact same image or very similar same pose or similar pose at least but have a female here split test that and see what the difference is and if you see a significant difference one way or the other then go with it go with the winner okay another thing to consider about imagery is tangible perceived value depending on your target audience it may get you further to have a set of a bunch of what are clearly you know pretend digital mock-ups of digital products okay because in some people that sort of activates this feeling of wow that's a thing and i want to get my hands on it i want to possess that right but you could also test this with purely an abstract image of a person with a headline next to them or a person smiling or you know an entrepreneur standing in their place of business or something like that no digital products being represented at all and see if that works better once again make sure that's the only element that you're testing and then see what the winner is next there's the copy which is the actual text the words of your message this is very important however it's not quite as easy to just you know play switcheroo with it because there's a lot of it there's multiple words multiple sentences right and so probably if you're going to split test different copy they're going to be completely different okay you're going to change which angle is emphasized depending on what you're selling or offering for free there's probably multiple marketing angles that you could push that might be relevant to different target markets and so you could have angle 1 and angle 2 and see which one works best so for example in this copy you'll see there's sort of an assumption that a business exists this mastermind course will take your business to the next level here's what it includes but what if we split tested that against exact same page but the copy was different and the angle was a little bit different and in this next variation what was actually being emphasized was a person who does not have an existing successful business person who's been struggling so finally once and for all stop struggling and we'll get your business off the ground or something like that and test those two different marketing angles of copy against each other and see which one resonates the most with your traffic and then finally there's the button now this is sort of a controversial area because there's people who swear that changing the color of a button can have a huge impact on conversion rates and then there's people who think that that's just silly so the correct answer is probably somewhere in the middle there is evidence that different colors result in different behavior or different psychological effects on viewers red usually translates to urgency but at the same time red can also mean no blue usually translates to trust at the same time blue could theoretically not get your people excited enough or galvanized enough and then there's branding if brand colors and theme colors you know that are part of your identity are important to you and maintaining an attractive page are important to you then you might not have as many options to drastically change to just one specific color on your buy button but if you do have the flexibility to run a quick test between blue and red something simple like that just to see on the off chance that it makes a difference well it might be worth doing so and if the gap between the two of them is significant enough then bravo you've got a winner you can go with whatever color that was at least for that particular landing page and finally it's not just the color of the button it's also so the copy of the button okay so the different wording take it to a higher level as kind of a cool sounding phrase a little bit more vague right get the course could be something that you test against that one area on which there's been a lot of study is the point of view of the text so if it's written from the point of view of the reader and the reader sees the button as saying give me the free report versus download your free report there's been some studies and tests in the past that have shown that the give me the free report meaning speaking from the perspective of the reader has a higher conversion rate it's probably not always going to be the case but because that phenomenon does exist out there it might be something smart to test on your pages so those are some examples of things that you could split test remember always keep in mind between two variations only have one element different otherwise there's no point in testing all right and then the common elements that we talked about were headline imagery copy and pretty quick walkthrough of the actual technical aspect of creating a split test now depending on what type of sales page or lead page software you're working with the process and the user interface might be a little bit different but the general principles are the same and most high-end softwares do have this a b split testing functionality so you might just have to dig a little bit or get in touch with the support team uh for your software and you'll be able to do the same thing regardless of what you're using in our case we're using instapage which is a very very good landing page software and here's the page we were looking at earlier in the previous lesson so after some time reflecting on the best thing to change on this page let's say we decided that the first thing we want to test is the headline okay we're looking at everything everything seems pretty good but that headline seems a little bit vague okay so let's go ahead and click create an a b test up here in the top left this right here just became variation a when we did that so now we're going to create a new variation this is variation b they look exactly the same let's go ahead and change the copy of the headline let's go ahead and change this a little bit see if we can get it to fit on one line all right so now we have what is essentially a more specific headline rather than just take things to the next level or to a higher level now we're actually telling the prospect what the benefits of this mastermind will be conversions and sales and people can instantly figure out exactly what the focus of this mastermind is going to be so there's a safe bet that that will probably perform considerably better if we were to hit update that would be published as a variation now the way this works is that from this point forward there will be a 50 50 split an equal split so when you're sending traffic to this page from this moment forward the first next person is going to go to variation b the next person is going to go to variation a and it's going to alternate filtering left right left right left right a b a b a b so you have 50 in both pools and you can see equally what the performance level of each respective one is now depending on what kind of software you're using it is possible to run a multivariate split test where you can come on over here hit new variation we've got another one here and we can change the headline again you can make a completely different variation as far as the software is concerned but again we want to stick to that rule of conversion optimization and split testing and we can basically have a three-way split test between three different headline variations and see which one performs the best we could add another one and have a four-way test does that kind of make sense as long as it's only one element per time you can have as many variations as you want obviously you don't want to have too many variations because then you won't have as substantial an amount of traffic going to each variation and you won't be able to trust and be confident of the results as much so it's probably best to stick to two or three run as much traffic as you can through those and of course it'll be split equally so if you have three it'll be you know 33 33 and 33 going to each page the next step here is to sit and wait and just let some traffic come to this page until we have a substantial amount that we can actually be certain of uh you know the results you know because if we have 10 people come through here and we notice that uh you know this page has a 30 higher opt-in rate than the other page it doesn't really mean anything it was a pretty small sample group 10 people so we want at least something like you know 50 people to each variation something in that neighborhood before we start making assumptions about the results we see and that's what we're going to do next okay we're going to sit wait until we have enough data and then in the next lesson we're going to analyze results this lesson we're going to be going over some real world examples of split test results and how to sort of analyze them and what to do with those results so let's have a look at this one first this is the page the original page that we're looking at okay very basic page minimalist headline logo at the top and a button and it doesn't really say anything about what it is in fact it's it's this would be called a blind headline okay it's blinder than blind actually so this was the original and then it was split tested against a couple of other variants and let's have a look here so variation let's see here let's make sure i got that right this is the original a they're out of order in that line there okay that's the original that makes more sense so this is the original and it has a little bit of information about the product variation b presumably was the blind one yep and variation c was sort of similar to variation a but the main headline was a little bit uh well smaller but with more text in it so start making money online with 200 plus free video lessons start making money online with our internet marketing academy so this one has a little bit more detail in it let's have a look at what actually was the winner so variation a as many of us probably could have guessed did in fact do a little bit better it had the highest rate it was 44.7 conversions so out of 47 visitors to that variation 21 of them converted and that's a pretty solid conversion rate and there's not much of a difference though between that surprisingly and the blind one whereas this one here surprisingly uh did the worst 30 percent 11.5 percent less now even though we have what most would agree is a reasonable amount of traffic per variation to come to some conclusions this is pretty low we would really want to follow that and see if variation c which is very similar to variation a is in fact that much worse and does in fact perform that much worse one might say that this one performs better because it gets the tangible or the specifics out in the main headline 200 plus free video lessons while this one variation b performs well because it's the opposite extreme and blind headlines do in fact sort of galvanize people sometimes depending on who you're targeting if you're targeting people in the mmo niche that make money online niche for example and they can't make any money online and they see a blind headline that literally just says start making money online right now maybe that's maybe that's the factor that made this one almost as successful as uh as the counterpart with the more detailed headline you know so the only way to know for sure would be to send more traffic to it however if you're running a live operation you're not just split testing for fun remember you're actually running a business with dollars and cents it's hard to do that it's hard to keep throwing money into something that after this much traffic seems to have a lower conversion rate so rather than just keep it going equally some might say it's better to just slowly dial it down so that you can have a little bit of traffic going there which will be useful for uh you know checking back up on that split test and seeing if the results changed let's say a month from now but you're not wasting too much money by losing that if in fact it is objectively true that it performs less and the way that you do that is just adjusting the traffic split now again depending on what software you are utilizing this may or may not be an option or it might look a little bit different but on instapage it's called traffic split and you can manually set the traffic split to whatever you want absolutely whatever you want so if we want 15 going to variation c because it's not doing great but we want to continue accumulating some more traffic and evidence over the course of the coming months and then check again we can do that but because these ones are making us the highest number of leads or the highest amount of money right now we want most of our traffic going there at the moment that kind of makes sense now let's have another look at a similar real world example here and let's see we'll load up the variations okay so as you can see there's a pretty significant difference between these there's no neck and neck like on the previous example 79.4 percent is an insane conversion rate for a lead page let's have a look at what the difference was there's this this and this you'll notice the headline is the same the size of the box might change a little bit you know the text is a little bit wider and that one but the is the same in all these the sub headline is exactly the same and the button is exactly the same now this is what's called a bridge page okay so this is a lead page where you capture a lead but what you're really pitching is a video in this case if i recall the visitor was then just sent to a sales video for an affiliate offer okay but variation c excuse me variation a didn't perform terrible by any means 38 is still a respectable conversion rate but it's the lowest of these and it's a little bit odd because this is kind of a cool looking image but i think a meteor striking the earth seemed to resonate i mean this is a great looking image but maybe it resonated a little bit more directly being in the center of the screen and having a lot of focus on it a lot of contrast there and the colors and it resonated a lot or i should say it worked well with the red words earth shattering earth-shattering video changes everything you know now that was the whole point of all three images there's a picture of earth shattering this one it's debatable whether earth is actually shattering it looks like yeah it looks like some type of a planet is colliding into earth shout out to all those what are they called nibiru people out there but for some reason this one was astronomically more popular and here's the deal when you're analyzing split test results you're not always going to have an answer you're not always going to have a why you know you're not always going to be able to understand why this one and honestly many of the people who come to the page won't be able to tell you why you know there's just psychological phenomenon sometimes that are very difficult to nail down and enunciate your job however unless you're a research scientist or something isn't necessarily to worry and stress out about the why what you're interested in is the what and the what in this case is that you're going to get 80 8 out of 10 of the people who you send to this variation right here are going to opt in so let's definitely use that variation more so that kind of makes sense so we would want to take you know we talked about dialing it down and dialing it up we would probably call this one good it's a lot of traffic huge difference in conversion same traffic source for all these pages you know one traffic source to one landing page with three variations i mean you might as well just do this you know or even just 100 to variation b you know you could turn these ones off that's a clear winner so again sometimes it's going to be a little bit mysterious don't stress out too much about the why although the y can be useful for future uh endeavors so if you can enunciate it and can nail it down then by all means do so but don't stress out about too much because you don't really need to know the why you just want to know which one is performing best and put all of your marketing efforts into that one from that point forward you