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Marketing

What is a ‘Call To Action’?

A call-to-action (CTA) prompts a user to do what you want them to do. It literally calls them to take an action. A CTA is a prompt on your website that leads a user down through your conversion funnel. The action is usually one that leads to a sale or a sign-up. Its goal is to evoke an immediate response (“Call now!” or “Buy now!”).

Call to action example
Testing your call-to-action will help improve your website’s sales.

Most often, it takes the form of an actionable UI element, such as as button. It could also take the form of actionable information, like a phone number or other contact information. Split testing your call-to-action is important, and should be done often. Experiment with color, verbiage, and placement to see what works best.

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Marketing

What is a conversion funnel?

A conversion funnel is the path a user takes through a website or digital product toward a defined end-goal. That goal, or conversion, is usually a sale or sign-up. It is referred to as a funnel because as a user progresses, their navigation options become more limited. This narrowing of options guides the consumer to their final destination.

The number of users tend to decrease along the way. For example, at the top of the funnel, many people may land on your website. A fraction of those will continue on to a product page. Ultimately, an even smaller number will actually make a purchase. Generally, the more steps it takes to get to the end-goal results in fewer conversions.

Conversion funnel example
Example of a digital sales funnel.

SplitWit helps you to optimize the customer’s journey through this metaphorical funnel. Optimizing the user journey is critical to the success of your business. Run experiments to find out how to get the most people through your funnel.

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Marketing

Should I split test my website?

Split testing and experimentation should be a constant part of any company’s process. Even if you think a new design or feature will be great, actual results may say otherwise. Split testing puts real-life customer interactions at the center of your operation. It gives you important data about how people use your website. That information helps us to make important decisions. Decisions that will push more customers further through the conversion funnel for more sales and sign-ups.

Generally, you should always have some experiments running on your website. In fact, testing small changes can reveal the most useful results. Word choice, colors, and layout can have a huge influence on how customers perceive, and interact, with your digital product.

Data-based decision-making should be a habit. Don’t guess, let your visitors tell you what works (and what doesn’t). Remember: data beats opinions every time.

Categories
Marketing

What is split testing?

Split testing is a form of experimentation used in marketing. It’s aim is to optimize your website for success. Often called A/B testing, traffic is split between two slightly different versions of a webpage (version A vs. version B). Then, based on key metrics (such as click-through rates and conversions), we measure which performs better.

Version A vs Version B
A/B test with SplitWit

What is the goal of your website? It might be to get more sales, or to get more people to sign up. How can you get more sales and sign ups? Answer: improve your website’s user experience to be more persuasive.

It’s easy to have a hunch about what will make your website better. But, you can’t tell for sure without testing and experimentation.