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How to A/B Test Lead Magnet Placements on Blogs
A/B testing a powerful opportunity to compare two versions of a lead magnet, seeing which one performs the best. Lead magnets are free resources you offer to your website visitors in exchange for their contact information. It is a highly effective way of generating leads, but how do you know which version is the one you should be using?
We recommend the following best practices when conducting A/B testing for lead magnet placement:
Before starting an A/B test, you will want to determine what you want to achieve and how you will measure it. Your goal may be to increase sign-ups from your lead magnet. Therefore, your metric could be click through rates, average time spent on page, or conversions. Your goal and metric should align with your objectives, making the easier to track and compare.
With your goal and metric in place, you will want to create two versions of your lead magnet placement. The difference should be significant enough to affect performance, but not confuse your audience.
In order for your A/B testing to be valid, we recommend splitting your traffic between the two versions of your lead magnet, in a fair and random manner. This ensures each visitor has an equal chance of seeing either version and there are no external factors influencing their behaviour. Tools, such as Google Optimise, can be used to set up and run your A/B test, ensuring your traffic is properly distributed.
The duration of your A/B test should be determined by your goal, metric, and traffic volumes. Your test should be run long enough to collect enough data to provide significant statistics, but not too long that you miss out on opportunities. A good rule of thumb is to run your test for two weeks, or until you have one hundred conversions per variation.
Once your test has run and you have gathered enough data, you can analyse the results, identifying which variation performed the best. Google Analytics is a useful tool to visualise and compare data and identify any patterns and insights. Once you identify the lead magnet placement that performed the bet, you can apply that to your offer, enjoying improved performance.
A/B testing lead magnet placements ensures you achieve the best end results. When you have the statistics in front of you, in real time, you can make informed decisions on where to place your lead magnet for the best results. Contact Genie Crawl today if you need help with your lead magnet placement A/B testing. Complete our online contact form now for a free evaluation and quote.
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