How To Split Test And Measure The Conversion Rate Of Your Opt-In Page

Depending on what type of web page you set up online, you can always improve it. If you have a page where people can buy from you, you can always figure out how to get more people to purchase your product. If it’s an opt-in page, you can always make steps to get more people to sign up for our email list. But if you make a simple change, how do you know if that change gets you more or less people to sign up? We do that with split testing. We look at the conversion rate, we run an A-B test and we use the built-in Aweber tracking to see how well our specific page converts.
Before we go any further, I want to explain what a conversion rate is. This is just the percentage of people that sign up for your email list. That means that if for every 100 people who come to your opt-in page, if 50 people sign up, that means you have a 50% converting squeeze page. It’s pretty simple. If only 1 out of every 10 people show up and sign up, you now have a 10% conversion rate.
If 1 out of every 100 people buy from you, that’s a 1 percent conversion rate. If 2 out of every 100 people buy from you, that’s a 2% conversion rate… which in direct response is a very high number, believe it or not!
You don’t need any fancy tools for this, just use Aweber’s tracking. And this is built right into the opt-in form. You don’t have to guess. You can see exactly how many people come to your page versus how many of them optins. If 15 people come to your web page and 5 of them sign up, then you have a 33% opt-in rate. Anything above 10% is good. Anything above 50% is great. Especially if this is a forced opt-in page where the offer is explained very clearly.
If you want to go one extra step, I use a tool called Google Website Optimizer which will allow me to split test two different web pages. I could have one page have a red headline and one web page have a blue headline and see which of these forms gets me more sign-ups. And if just changing the headline from red to blue gets me 5 more sign-ups for every 100 visitors, then that is a 5% more conversion rate and that is the version of the opt-in page that I should definitely keep.