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Increase your testing velocity - 12 headlines tested in 48 hours

Jessica Jobes

• 2 min read
Increase your testing velocity - 12 headlines tested in 48 hours

Something that gets my blood boiling when it comes to conversion rate optimization, is agencies that test way too slow and then tell the client, “I couldn't test faster because you didn't have enough traffic.”

That should have been addressed way up front… You can tell how much traffic is coming into a site and calculate # of tests.

Also, you don't have to just rely on the traffic that's coming in to run tests. Here are 3 tricks to increasing testing velocity.

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  1. Run click-tests to isolate variables and do rapid off-page testing.
    Find the winning message, image, copy and add that to your next on-page test.

    To illustrate this, let's focus on one variable - A Headline.

    It has one of the largest CRO impacts on a web page, impacting stick-rate and scroll rate. When people land on your page will the stay? And if they stay and they’re scrolling does the next headline keep them engaged or do they exit?

    Most web pages have enough traffic to run about 1-5 tests per month. If we take the high-end, your max testing velocity is only 5 headline tests per month.

    Whereas we can click-test 10, 20, 30 headlines in 48 hours - and then use the winning headline(s) in on-page tests.

    You can see in the image, I tested 12 headlines and discovered 3 winners. If you look at my LinkedIn header, and my website you'll see which one I decided to use for Vital Velociti.
  2. Increase your testing velocity with a new traffic source.
    Once you run a series of click-tests, you end up being able to create the perfect ad that will send in cost-effective, targeted traffic to the page you’re optimizing.
  3. Set up a test laboratory (with the traffic source from #2) and run full page tests more rapidly than you can do on your live site - live site you typically can only spare 10%-30% of your traffic for testing because you don’t want to break your pipeline… In a test laboratory you can test larger concepts, use higher traffic %ages, and increase design / dev agility. Discover a winning page and use that in the next live site CRO test.So there you go, the next time you think “CRO is too slow” – think again.

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