To ensure that you funnel is working as intended, one of the most import things would be to learn how to properly test your funnel/s. However, since you are reading this blo post, chances are that your funnel is not working and you would like to learn how to test it.
That is where funnel optimization comes into play. In order to maximize your conversion funnels, it would be necessary for you to take a few different steps, including:
- Experimenting with every single element of customer interaction
- Going through the analytics
- Optimizing the design
What is Funnel testing?
Before we get started on how to enable rapid testing, let’s first take a look at what funnel testing is. It’s a method that involves comparing multiple pages that are related, which are all part of your funnel. This method is very similar to the A/B testing, but instead of changing only some elements of the page, you create variations of all the original pages in your funnel.
That way, visitors who see the control page when they arrive on your website will be directed to a specific page, while those who see a variant, will be directed depending on the stage of the funnel they’re in. This method allows you to offer customers a consistent experience through the website funnel even when running various tests.
Create Goals in Google Analytics
The first to optimizing your website funnel would be to set up a goal in Google Analytics. The data collected will show where your users are leaving the funnel. You can use a Goal Template, Smart Goal, or create your own.
The requirements are simple:
- Goal Name: This will help you recognize the goal when looking at the data reports.
- Funnel Defining: This is a very important one because you will find out where users are dropping off before completing the goal. You can add up to 10 pages in a conversion funnel.
- The value of the goal: Through this step, you will define the worth of the goal. Once you set it up, you can calculate ROI and other metrics in Google Analytics.
As we mentioned, these steps are important because they will help you discover when and where people are leaving your site during the website funnel.
Analyze Your Landing Pages
Once the goals are set up, your first tests should focus on your landing page. Here are the elements you should test:
- The Headlines: Testing different headlines is key to seeing which will attract more website visitors
- The Copy: How you write and present the text is as important as what you write.
- The Color: At this stage, it is also very important to test different backgrounds and text colors to see which will improve conversions.
- The Font: Specific fonts and styles could keep readers longer on the page.
- Purchase Path: Also another important one, is to test the path to purchase to eliminate any friction and backlog.
An Analysis of the Sign-Up Forms
Once the landing page is done, the next funnel optimization step to test would be the sign-up forms.
- The Headlines: Just like the landing pages, testing different headlines is useful to see which boost traffic and conversions
- The Text Box Words: The words need to be precise and simple to understand
- The Text Box Placement: The alignment of the text boxes could produce different results.
- Captcha: Even though these filters are great to avoid spammers, they could negatively affect your potential customers if it’s too difficult to read.
The Grandma Test
Chances are you already know someone who isn’t extremely tech-savvy. That is just the person you need. This test is another useful one to see how a normal web user would interact and navigate through your funnel.
Make adjustments if needed to your conversion process and repeat the optimization several times until people can seamlessly work through the process.
Generally, you should be testing all the time to optimize your funnel. You will get a lot of useful data that will help you improve your conversion rates.
Here are the key takeaways for this blog post:
- The best way of achieving this goal is to either create a dynamic tool, or purchase one
- Make sure to use the correct type of window in your browser when testing. It is important to test a funnel using an incognito/private window to avoid caching issues or pre-populated information.
- A unique email address is needed every time you test to simulate a new lead coming to your funnel.
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