Whenever you create a ‘money point’ on your site, you should spend time testing various elements to maximise your ROI. In today’s article, I will discuss what money points are and 3 elements you should test on everyone.
What is a Money Point?
A money point is any web page that directly links to your sales funnel. For example, money points include:
- Your Homepage
- Landing Pages
- Product Pages
- Sales Pages
These aspects of a site all directly impact the number of leads and sales your business generates. For example, a product page is going to generate you more revenue than a single blog post.
For this reason alone, you should test all money points as they will often make or break your business.
After locating all your money points, test these 3 elements (you’ll notice they are the same features as discussed in my how to copywriter article) to optimize your sales funnel.
1. The Headline
The first port of call for prospects on your money pages will be the headline. Here they will decide whether to read the rest of your copy or click the back button.
eMoved decided to A/B test the heading on their landing page by altering the message from a question into a benefit, and noticed a 67.8% increase in conversions instantly:
Source: Web Profits
When testing your headline, make sure your test uses a completely different message than your current one. eMove’s original headline asked a question whereas the headline they tested focused on providing users with a benefit (free search).
Motivation, fear, benefit, urgency and value are all messages you can A/B test with headlines.
A call-to-action is probably the second most important element on your money page after the headline. If you understand the fundamentals of colour psychology, a simple call-to-action colour test can yield awesome results.
HubSpot revealed how Performable managed to increase conversions by 21% after changing the colour of their call-to-action from green to red:
Do you know why red worked so well? The reason red uplifted conversions was because the psychology behind the colour interlocked with their headline.
Their headline is promoting fear and a sense of urgency for business owners to get started now, before they lose any more customers. The colour red is commonly used to portray urgency and fear, playing off the headline to further emphasise the message.
What message is your headline giving off? Use the colour infographic shown in last week’s article to match your headline message with the appropriate call-to-action colour.
3. Test the Length of your Copy
The third and final aspect to A/B test money pages is the length of your copy. Should it be short or long? Well that depends… There are numerous reports online that tell you long copy converts better, but you can find just as many case studies supporting the opposite.
Generally speaking, the less authority you have and the greater the claim of your product or service, the longer the copy needs to be. If prospects are unsure about your offer, you will need to use more words to convince them. On the flip side, if you’re trusted in your niche and the claims you make are small and backed up, the shorter your copy usually has to be.
For example, Samsung doesn’t need to create long product pages with ample copy to sell their products. They are a global brand that everybody trusts, their products speak for themselves. However, if a new mobile company nobody has ever heard of claimed they have created the world’s most powerful smartphone, that works for 14 days with a single 30 minute charge, they will be looked upon with a lot of scrutiny and would need to backup their claims with a lot of copy.
Find out what prospects think of your product and either add or reduce your copy based on their sentiment.
These 3 A/B tests are simple to setup with the right A/B testing tool, doesn’t require too much data or time to implement and can have huge impacts on your business. Don’t run all 3 tests at once as you won’t know the cause for an increase or drop in conversions.
Test each element one by one using the parameters I’ve discussed to streamline your sales funnel.