Traffic testing should not be restricted to a single measurement on a page. A basic sales page could feasibly start with a bold, red, heading, a subheading, some text, an offer (or call to action, the CTA), and a signature and PS section, with only the click through on the CTA being measured.
However, it is equally possible that different sections of the page will have different response rates. So, any marketer should be aware that, in the same way that a long piece of web copy is designed to catch different people at different points in their emotional decision making, measuring what different visitors do at each point is also very important.
In fact, web copy usually has more than one CTA. Sometimes a sign-up box is floated at a certain point, sometimes there are multiple sign-up or purchase buttons on the page, and so on.
If all these actions are measured under the same category, the information that pertains to what happens next is lost forever. Part of the tracking process revolves around knowing what occurs after the prospect has clicked the CTA button (link, etc.)
So, not only does the action need to be tracked, with a separate ID for each action point, but also these need to be linked to pages that are subsequently displayed, and have specific identifiers, so that they can also be tracked, and a picture built up of various paths through the sales process, or funnel.
Keep tracking, testing, and eventually, profit will follow!
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