Posted by Steve Nyhof on 15 October 2009 | 99 Comments
It was funny how I spent at least two weeks trying to figure out the script that could tell a user to go to landing page A or landing page B. I found quite a bit of information on the subject but realized that most of it was for gurus that know how to hard code and build their own pages. I can do that also, but I wanted to make sure that the guy or gale that doesn't know code could easily run a split test. Many of these references where older and out of date by what I was learning.
I was trying my own things, working through a possible php script or using the .htaccess file. In the mean time I had Google Website Optimizer (GWO) running on one of my sites. I began to wonder why I could not get to the "A" page after making some updates. Several more days passed before it hit me.
What! All this time Google Website Optimizer was doing exactly what I wanted all the time? What I learned was that GWO splits the "A" and "B" pages evenly between visitors. So if Frank is directed to "A", GWO puts a cookie on Franks computer so that if Frank ever goes back to my website, he will automatically be guided to page "A". This is so people do not get confused as to why a page changed.
GWO also only counts one hit to page "A" for Frank, no matter how many times he returns. As the system counts hits and conversions, I can then learn which landing page, page "A" or page "B" is the best performer. Once I am sure that page "A" or "B" is best, I take the looser and delete it, or at least unpublish it and make some notes. Simple.
Then I take page "B" and duplicate it, make a copy. Then make some other simple change that I believe will make it perform better than the last winner. Again, whatever page is the looser, gets removed and the winner gets copied and improved until I have a truly winning landing page which will convert better than any other website or blog.
Of course is doesn't stop there. Why would you stop at only one landing page? With our system, you can make another two pages and split test them, and then another two, and another two, etc.
But why would you stop there? You purchase another domain name based on a new target prospect and begin the process again, and again. From here you can do the math.
Make sure to read the other blog posts for more information related to this exciting way to improve your conversions.
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A" or "B" is best, I take the looser and delete it, or at least unpublish it and make some notes. Simple.
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