A/B Testing For Targeted Messages

Targeted messages are already a proven method for increasing website conversions. I'm sure it comes as no surprise that visitors are more sensitive to a personalized offer than to a blanket advertisement aiming to cover as many people as possible.

But how do you know which targeted message converts better?

In this article, I will show you how you can create a targeted message and perform a split test with Lead Converter.

Step One: The Analysis

When having a look at the traffic coming through your website, an important aspect to consider is the bounce rate on your landing pages. A comparison of the total traffic on each landing page with the bouncing rate can prove extremely useful, since it will allow you to identify the landing pages that bring many visitors but have trouble in converting them.

These are the first pages you should consider to display targeted messages.

For the example in this article, let's say that we have a custom T-shirts website and a Pricing page with an unhealthy bounce rate. Thus, the targeted message will be an “Offer”.

Note: before defining the targeted message, make sure that you have already embedded the Lead Converter tracking code on all the pages that you wish to monitor.

To create a targeted message in Lead Converter, just log into your account and go to the Popups menu.

Then click on “Add new popup” and open the “Edit popup content” grid. This is where you will enter the text of the targeted message and set the type to Offer.

Also, in this step you will enter the URL that is opened when visitors click on the button in your targeted message.

When the “Open URL in: New window” option is deselected like in the screenshot above, the URL you have entered will be opened in the same page where the offer is displayed (in our example, on the Purchase page).

You can see how the offer looks like at this point in the live preview popup, on the right – bottom side of the application window.

Step Two: The Segmentation

The next step is to divide the visitors by the method they used to navigate to the landing pages. This is known as segmentation and will give you useful insights to display your message just to those visitors that you are targeting.

Continuing with our example, there are two ways visitors can reach the Pricing page on the custom t-shirts website:

  • Directly from an outside source. This source can be a referrer or a campaign, or a search on the search engines (with keywords like “my brand + prices” or “my products + prices”).
  • Navigating from other pages of your website.

With this information, it is very easy to create a custom segment in Lead Converter. All you need to do is choose the segment's attributes from the related drop-downs.

For the example in this article, let's choose to display our offer to visitors coming from organic search, using a branded keyword.

In addition, because we want to show the offer only on the Pricing page, we get to use also the advanced options in Lead Converter. Here, we can specify the path where the targeted message will be displayed.

Step Three: The Appearance

Once the segment of visitors has been defined, all there's left to do is set a time when the targeted message will be displayed and choose a color pattern.

Here is how these settings should look like for the popup in our example to be displayed 2 seconds after the visitors matching our segment land on the Pricing page.

In case you are not focusing on a particular page in your website, in the “Custom appearance” grid you can choose the number of pages after which the target message should be displayed, for the segment previously defined.

Once the popup is saved with these settings, you can already make it visible on your website, by simply enabling it from the “Popup” menu. And here is how it will look like on a website page:

The default location where the popup is displayed is on the right – bottom corner of the browser window.

Step Four: The Variation

Remember the question at the beginning of this article? :)

How do you know if this is the right message that will convert your visitors into buyers? The good news is that you don't have to guess the answer. With Lead Converter, you can actually determine the best message by comparing two variations.

To do this, you just need to enable the A/B testing mode and add your text variation to the offer.

This way, you can try out different approaches for the messages you display. In this example, the variation is a lot more imperative, focusing on the time limit of the offer itself. The variation looks like this:

You can then monitor the success of the initial targeted message versus its variation with a comprehensive chart. Just go to the Popups menu and click on the “View stats” button for the related popup.

Here is an example with an offer created a few days ago:

The focus in this screenshot is on the impressions, but you can also see a chart reflecting the clicks evolution for each variation.

The data gathered over several weeks will give you great insights on what offer your visitors prefer. If, for a particular segment, the targeted messages you displayed haven't managed to increase conversions, then try a different approach on segmenting those visitors. Constant re-analysis will help you keep your conversion effort effective and relevant.

Conclusion

In a world of blanket advertisements, targeted messages are king. Nothing attracts people more than an offer tailored just to their needs. So, it's worth appreciating that although targeted messages get to be displayed to a smaller audience, the people whom you reach are more relevant and more likely to convert.

I hope you enjoyed reading the article. It'd be interesting to see what other means you use to gain insights into your visitors' preferences.  Feel free to share your experiences in the comments section below.

Featured image credit: RambergMedia

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