No matter what you’re doing for your business testing and tracking is an essential element that you should not skip. After all, how will you know exactly what is performing well versus what is not performing at all? You may assume something is working that isn’t thus wasting your time continuing with doing it.
But, imagine how much better everything you do in your list building efforts if you know what’s working? Testing and tracking your in-content list building is the only way to know for sure what to do more of, what to stop doing, and what’s producing the results. Let’s look at a few ideas of what to test, and how you might prove conversions based on those outcomes.
Know Your Most Popular Content
What this will do is help you determine what type of content you need to create more of for your audience. Plus, it’s the perfect place to add in-content upgrades. The thing is, sometimes your most popular content might not actually match up with your products and services if you didn’t plan the content well.
Therefore, compare how many people who look at the content with how many downloads the freebie. Then look at how many of those people convert to buyers. Also, check how many people complete the double opt-in process to get your freebie (depending on how you have it set up). If there is a discrepancy between readers, opt-ins, and buyers determine if the content is really right for your audience or not and make needed changes to keep testing.
Social Media Engagement
When you promote a blog post on social media, how many people click through, how many make a comment, how many downloads your in-content upgrades or freebie opt-in offers? How many of those convert to buyers? Which social network produces the most results? Does the offer match the content you’ve included it with?
Try to use the 80/20 rule. Let go of anything not getting more than 20 percent of the results and focus on what’s getting most of the results. That will save you time and increase engagement because you’re not just doing something to do it. You’re doing things that get results.
You should create a landing page for each of your freebies. It can be a short pop up form or a longer landing page, it doesn’t matter. The point of creating the special landing page is to help you track results. Let’s say that you market a specific opt-in by posting a blurb, and a link to the blog post containing the opt-in offer on Facebook. Then you boost the post.
20 percent click-through, 50 percent of them get the opt-in offer, and 50 percent of those people answer one of your calls to action in an email autoresponder series that you sent to them. Then you’re likely doing well. But what if 90 percent of the people who get the opt-in offer choose to quickly unsubscribe from your list instead of reading your emails or responding? Do you know why? More than likely it’s because either content itself, or the opt-in offer, did not match your audience well enough. Find a way to make it more targeted to see improvements.
Everything online is trackable and the stats you collect can help you improve if you use logic to help you figure out why something is working or not working. None of it really is an accident. As you improve through testing and tracking dropping what doesn’t work and doing more of what does work you’re going to improve your efforts exponentially.