6 Hidden Dangers In Split Testing.
Example: You could have a split test going with 2 pages running a very tight race producing relatively even results and that’s OK as long as your conversions are high, but if your overall numbers are low on both pages A & B and your trying to force something to be successful by split testing it over and over again and you’re not seeing any major improvements you may need to step back and explore a different approach or even a different offer. Be decisive and move on if you need to.
The Hidden Dangers of Testing Within a Sales Pipeline.
- You make a change that has a dramatic positive effect on the conversion of a landing page, but it doesn’t reflect on the downstream changes, beware the ripple effect that can continue downstream throughout the rest of your sales pipeline process, this is especially true if you have an upsell system in place.“Danger of Complacency” Example: Your squeeze page is converting well and sending visitors to your front end offer, you test a change to your front end offer page and it lifts your front end sales by 2% and you think you’re on a winner, however you have just created a ripple effect that could have detrimental results on your backend up sell offers and after 200 conversions you check your stats and realize that though these changes seemed like they were a winner, they have lowered your conversion rates on the first upsell and produced a higher refund rate on the second upsell. This is where you could run blindly thinking that you have increased conversions on your front end offer and not realize that this higher front end conversion has created a tsunami that’s wiping out your upsell offers and when you consider your operating costs you might be at best braking even on this version of your pipeline and due to the nature of this beast you may continue to run blindly with this page until you do some accounting on the numbers. Once you figure out that something has broken down you have to go back and figure out what it was that set this wheel in motion and that can be like looking for a needle in a stack of needles. Worse still you may have even gone out and set up PPC campaigns and CPA offers and spent a heap of money sending traffic to this landing page, all the time losing money with confidence all is going along smoothly.
2. You make a change that doesn’t seem to effect on the conversion of a page in any meaningful way, yet it can have a significant effect on overall profitability, good old fashion split testing will tell you which page wins the battle of the clicks, but it leaves to chance the very important detail of the profit or loss to your bottom line. A page that doesn’t seem to convert as well as another might actually work much better in on the first and second up sells. When you split test within a pipeline the most important thing to track is which test generated the best profit and loss report for the entire pipleline, It is very possible that you can use the higher quality converting pages and still make less money and at the end of the day a squeeze page that converts less well can actually perform much better when it comes to backend sales as your prospect is taken through your marketing pipeline.
When all is said and done all testing performed inside a marketing pipeline needs to be watched very carefully through each step of the back end sales process.
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