Split testing has long been used to pinpoint and optimize many types of content, both print and digital. But have you ever thought about using it to drive more conversions for your webinars?
First, the basics: Split testing, which is also called A/B testing, is a way to compare two versions of any type of content to determine which performs better. The two versions aren’t usually entirely different—they just have a few variables.
Once these two versions are created, they’re both utilized at random, then their associated data is reviewed to determine which variation best reaches the desired goals for the content.
Split testing allows you to continually tweak and improve your content. So how can you put it into action to help optimize your webinar registration page?
Step 1: Determine Variables for Your Webinar Registration Pages
The biggest thing about split testing is that you aren’t doing the same thing twice unnecessarily. Instead, in the case of a webinar registration page, you’ll create the page of content, then decide on two or more variables to change in an alternate version.
So the question is: What changes to a webinar registration page do you think would drive up your conversions?
Well, that will vary somewhat by your individual audience and what you’re selling. But on the whole, people prefer pages that are clean. In other words, the fewer distractions that draw their attention away from the decision point, the better.
So in this step, decide what exactly you’d like to test. If you want to test whether a page that’s cleaner works better, your second page could eliminate a visual element and a specific part of the content to simplify it.
You may also want to test other visual elements, including switching out videos, photos and colors; text elements such as the headline or call to action; and the overall layout of the page, including how things are arranged.
Step 2: Run Test of Webinar Registration Pages
When you’re split testing something, you’re essentially running a controlled experiment. Once you’ve created your initial webinar registration page and then made small tweaks to create a second page, you put both versions in front of your audience.
When a potential webinar attendee clicks through to the signup page, he or she is directed to one of the two versions at random. From there, your prospective attendee’s actions are recorded. Once enough people visit and sign up (or leave the page without signing up), a set of statistical data will form.
Step 3: Use Data to Optimize Webinar Registration Pages and Find Best Practices
When you’ve reached this stage, you hold pertinent data in your hands. Did page A or page B perform better? Or did they perform relatively the same but certain elements on each performed better?
Using that information, you can determine two things: what changes to make to the existing webinar registration page and/or what best practices you can establish for your webinar registration pages moving forward.
Ultimately, what you’re looking for in a webinar registration page is the one that will result in the most signups. Split testing can help you optimize your page for better results—and ultimately more conversions.
When you partner with Webinar Production, we take over the details so you can focus on the content and get the results you’re looking for. Want to learn more? Let’s chat.