Essentially when you run an online business or any business for that matter, you need to do testing to see what is working in your marketing efforts and what is not. You want to ensure you stretch your dollars and that your dollars are being used in the right areas of your business and in the right amounts. This is why testing everything you do is very important.
I was recently asked a question by one of my students:
“We are launching a new product and want to do an A/B split testing for our sales page using pay per click. Should we send visitors through our squeeze page first so we can capture or should we concentrate on testing the sales letter? Which is our main objective?”
You should always send all your traffic to a squeeze page. But if you’re testing a particular squeeze page to get the exact outcome that you’re looking for, then you may want to send your pay-per-click traffic to that site for a short period of time. It’s best to do this in order to get some results and see exactly what’s going on. Being able to see the big picture with those results will allow you to improve your site even more when you do get some joint ventures involved.
So yes, send your traffic to your sales page for maybe for a couple of days, split test what’s going on to see which one works better so that you can get the highest conversion possible on that page. Once you do that you can then go back to throwing it all to your squeeze page because you already know through your testing that you’ve got the traffic through your pay-per-click campaign. I’ve actually done that multiple times and it has worked out fairly well.
You can always take that test off and then send it back to your squeeze page so you can start capturing those people. However, understand you are losing that traffic a lot of times. Let’s say you send 1,000 people there and you get a handful of sales. You are losing that traffic. If you were sending them to a squeeze page, you would be able to capture them. If your main objective is to test your sales letter, then you’re giving up the opt-ins to get those results and it’s those results which will actually make you money.
Essentially you need to remember that you’re still testing. Don’t think that just because you got better results then you’re done. You should always do testing even when you are satisfied with the results. There is always room for improvement and those improvements could mean thousands to your bottom line.
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