Mod 02 - PDF 02 - Split Testing Made Easy.pdf - Module 02 PDFs - wree

Module 2 - Split Testing Made Easy

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Frank Kern, Trey Smith

Frank Kern: So we know, right, that part of the name of the game, aside from really

being cool to your subscribers and offering things of great value, of course, is to make

sure that your cost per lead is as low as possible. Well, you can’t physically do that,

really, unless you’re using some really serious and bad-ass tracking equipment. So we

found some that’s free, and ol’ Cousin Trey is going to walk you through how to set it up

right now. I hope you enjoy.

Trey Smith: Hey, what’s up, guys? Trey Smith here, and I’m about to explain to you

exactly how to use the Google website optimizer. Now, we know Google’s kind of a

pain sometimes to deal with in the PPC arena, but the good thing is they make some

incredible tools, and one of them is the website optimizer. All you need is a Google

account, which is like an Adwords account or just a Gmail account, and you can

automatically for free use their Google website optimizer. And this is used to split test

your opt-in landing pages and figure out which one converts the best, all right? So here’s

how it works. It’s really simple.

First off, you create two different opt-in landing pages. We do this right in Blue Host.

I’m about to show you quickly how to make a copy of that really simple opt-in page that

we used for Yahoo, not for Adwords but for Yahoo and other PPC engines. I’m going to

show you how to quick and – the real super quick and easy way to edit that just within

Blue Host. Then after that, we’re going to use Google’s website optimizer to split the

traffic between these two pages, and they’re just going to be a little bit different. And

then website optimizer will tell us which page converts better and by how much. It’s

really cool. It actually tells you how high percentage wise of a better conversion you’re

going to get and it tells you what percentage that Google thinks, how sure they are about

which one’s going to win. So right when you first start out, it will be like, ah, I’m only

about 70 percent sure that this one’s going to beat it, and after a while you’ll get the 99

percent. A really cool piece of software, so let’s go ahead and check it out.

All right. And you just want to go to Google.com/websiteoptimizer, just like you see

written right up here, and you’ll have to log into your Google account if you don’t

already have one. Obviously I have one pulled up right here, and we’re going to create a

new experiment. But first, I’m going to show you what this website optimizer looks like.

So let’s check out this one that Frank and I were doing on a survey explanation video. So

we click on view report right here, and you can see the results. It shows you day by day

the results, and it tells me right here we think this new one has a 68.6 percent chance of

beating the original. So pretty cool, and it tells you how many conversions we’ve had

and how many visitors and it gives you, also, the conversion rate.

So the first one here converted 2.17 percent. This new one was 2.33 percent, so anyway,

that’s just a quick example, but now I’m going to show you how to set up your own

website optimizer split test on your opt-in pages. So we want to go back to experiments

and click on create another experiment. We’re going to choose A/B Experiment, the

simplest way to start testing fast, and that just means you have to have two websites to

test, okay? I’m going to click on that, and now it’s going to tell me exactly what to do. I

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Module 2 - Split Testing Made Easy

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Frank Kern, Trey Smith

need to choose the page I would like to test, create an alternate version of your test page,

and then we’re going to set up the conversion with Google website optimizer.

All right. So if you remember, we had a opt-in page here. Let me click on file manager.

I’m back in my Blue Host account here. I’m going to click on file manager, and we’re

going to use learnthepianonow.com. That’s been our example. Okay. So now we’re in

the file manager within Blue Host, and you can see I’ve highlighted the file optin.html

right here within the file manager.

Now, if you right click this file and you choose html edit just as I showed you guys

before, that’s how you can edit this super simple opt-in form, and it looks like there’s no

Aweber email-getting form down here, but remember, you can only see that in the source

mode. I click on source and you can see that it’s right here, forms.aweber.com, but

anyway, just a reminder there you don’t see that in the design view.

So what I want to do is make a copy of this file, and this is one I’ve edited here. You can

see, “Don’t buy or even listen to any piano lessons before reading this free report. Free.

New video shows you how to play piano like a pro almost overnight,” and I go through

and have some copy here. And what I’m going to do is make a direct copy of the file of

this optin.html, I’m going to change some of the sales copy on there, and we’re going to

split test it and see which one gets people to opt in more, see which one gets people to

give me their email address even more, all right?

So, what I’m going to do is go back here to the file manager, and we’re going to make a

new folder, and I’m going to name this folder – let’s see. I had one here that I’m going to

delete real fast. That was a folder I had set up while I was testing this. All right, so we’re

going to add a new folder and we’re going to call it optin. We’ll call it optin2. That’s

what I had named before. All right. Perfect.

So now we have optin.html and we have a folder called optin2. Now here’s what you do

to make a copy of optin.html. So you highlight optin.html, hold down the control key,

okay. Then you drag it, you know, say plus one file to the folder you want to take it to,

all right? Now, when I double click on this folder optin2, you’ll see I have in there also

optin.html, okay? So now I have two copies. You press this little button here, it says up

one level to go back and see the root directory of learnthepianonow.com. So I have optin

right here. We click on the directory optin 2, and there’s an exact copy of it. So I’m

going to edit this exact copy here by right clicking the file name and choosing html edit,

and here I’m going to pause the video, write a little bit different copy, and then show you

how to set them both up with the Google website optimizer and split test it to figure out

which one converts better.

Okay. Now, if you look at the changes I made, they’re really pretty subtle. I put in the

warning box here, “Make sure you check out this free video before you buy any piano

lessons.” I changed that a little bit, but I made it all caps, and that way it’s really

something I’ve always kind of wanted to test anyway, all caps screaming at them versus

kind of being cool and laid back. So we’ll see what works better in this market.

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Module 2 - Split Testing Made Easy

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Frank Kern, Trey Smith

Also the headline here I changed. Instead of having free right in front of the quotation

marks, I made it just say free video in all caps again right after that and left the rest of it

alone. So when you’re split testing stuff, you don’t want to take really dramatic

differences and do a bunch of different things ‘cause you won’t know what worked

better. Right now I know if this one converts better, then maybe my little thing up here

did better, right, having it all caps, or maybe it had something to do with having free

video inside the quotation marks and I kind of know what to work with and what to keep

on testing, right?

So anyway, that’s a real good point I want to make sure we drive home. You don’t want

to do big, drastic changes where you won’t know exactly what’s working for you. So

when you’re done here, you click on the save button and then click on go back to file

manager, and you’ll see right now optin.html which is in this optin2 directory, and you

can tell that by looking right here. See, it’s learnthepianonow.com/optin2, and I can go

up one level and now I’m in the Learn the Piano Now root again where I have the

original optin.html file.

So we have two copies. One’s right here. The other one’s in this directory, and we’re

going to use this information, go to the Google website optimizer software, and put this

information and start the split test. But there’s one more thing I want to remind you of

before we go further. We also had this thankyou.html file. Now, we’re going to have to

edit that and add some code to it, too, so remember, you got to already have that file, and

you should if you’ve been going through the videos in sequence. But just a reminder

there, we are going to edit that in a minute as well. So let’s go ahead and check out

Google website optimizer.

All right. So we’re here back at the website optimizer page on Google.com, and

remember, we were going through the steps here. First choose the page you would like to

test, which we did. It’s this optin.html right here, and then it says, “Create an alternate

version of the test page,” all right? So this is the one that we wanted to edit. I just

changed a couple of things on this one here, like having the all caps right here and a little

bit different text, right? So they’re very close, just a little bit different, and then we’re

going to identify your conversion page. That’s the page they’re going to go to after, after

they give me their email address, and we already know that’s thankyou.html. So bam.

That’s going to be the thank you page, right?

Now I am going to put a cool video on here and do some stuff before I actually put this

on Yahoo. I’m just getting it all set up right now, though. All right. So we have all the

pages that we need, so now we want to click create, and it’s going to say “What’s the

experiment name?” We’re going to do Piano Optin Test, and what is the original page

URL? That one’s going to be learnthepianonow.com/optin.html. So we’re going to put

that there, and Variation 2 we’re going to write all caps ‘cause that’s the big difference in

there, and we’re going to put the URL for that, which is learnthepianonow.com/optin2

‘cause we made that directory, /optin.html. And I’m going to paste that right here.

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Module 2 - Split Testing Made Easy

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Frank Kern, Trey Smith

Now, the conversion page URL, again, is the thank you page, which is

learnthepianonow.com/thankyou.html. So we’re going to drop that right here and click

on continue. All right. Now, here it’s going to ask you “Are you going to install these

tags,” and tags are just something you edit the web page and you put these tags in there,

and Google sets up the split test for you, all right? So it’s asking you if you’re going to

do it or if you have someone else doing it. You’re going to check this box right here or

this little circle that says, “You will install and validate the java script tags.” So no

problem. I’m going to show you how to do it now. So click continue, and all right. So

here’s all the stuff we’re going to be adding to our html web pages in Blue Host, all

right?

Now, the first one, let me go ahead and pull up Blue Host here. There we go. I’m going

to drag this out, and we’re going to go to the file manager for Learn the Piano Now, and

we’re going to start with optin.html and I’m going to right click that and choose code edit

instead of html edit. So we’re going to do this a little bit different, choose code edit right

here.

All right. So here’s the code. We’re going to input the tags from the Google website

optimizer, and they tell us exactly what to do, so it’s not hard, into this code right here,

okay? So this one, and it says right here this is optin.html on learnthepianonow.com,

which is what I just opened right here. So we’re going to copy this code. We’re going to

right click and choose copy, and it says “Paste this at the beginning of your source code,”

and that actually means right before the html – or right after, rather, I’m sorry, the html.

So we’re going to click right after that and choose paste. And there we go. All right. So

now this one on the same optin.html website, this one – I did it on that one. I did have to

select it all. We’re going to copy and put it at the end. This is going to be right before

the end of the body, okay, and you’re going to see right here there’s a slash body. We’re

going to make a little space. We’re going to paste that code in there right at the end,

okay?

Now we’re going to click on save changes and back to file manager, all right? So that’s

it. We did everything for the optin.html. That’s the first one. We have to edit three

different pages. The second one is going to be the second opt-in page, which is in the

directory optin2, and we’re going to again right click optin.html in this directory and

choose code edit, and this time we only have to add something to the very end. We don’t

have to do it to the beginning, all right? So we’re going to add this to the end. That’s

going to go to the end here right there. You can see it looks kind of funky down here and

everything’s blue. I’m like the worst html editor in the world, but it should still work, all

right?

So we’re going to click on save changes, and then this last one here is the conversion

page tracking script. So we’re going to highlight it, choose copy. Then in our file

manager we’re going to go up one level to be in the root directory, choose thankyou.html

and again edit the code. Just like the last one we’re going to put it at the bottom of the

page right before the body close tag, which is this right here. We’re going to paste that in

there. Then choose save changes and back to file manager, and now we want to validate

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Module 2 - Split Testing Made Easy

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Frank Kern, Trey Smith

all these codes and make sure we uploaded them correctly. Luckily it’s not all dependent

on us, okay? All you’ve got to do is click on validate pages after you’ve done all that and

bam. It says the installation is complete on the original page, on the variation page,

which was the second Opt-in.html page, and the conversion page, which was

thankyou.html. So we can click okay and continue.

Now everything is ready. All we have to do is click on start experiment, and the

experiment will start. So I’m going to click on this now. We’ve already validated. After

we put all the codes on these three different web pages we validated them, and it’s ready

to go. So now make sure – and I’ve done this before, but you click save changes when

you’re done with all this stuff right here. If you don’t do that, it will not start the

experiment.

So now it’s started and we can see which one does better, and obviously we’re not going

to have any data, but when I click on view report right here it will give me an estimated

conversion rate, show me how many people opted in versus how many people went to the

page and then what chance one page will have to beat the other one, really cool stuff.

So this is Trey Smith. That’s how to use the website optimizer. Hope you guys liked it.

You can use this for anything, too, not just opt-ins. You can use it for sales, really any

kind of web page in the world if you want to see which one will convert better. So check

it out, and let’s go ahead and see the next video.

[End of Audio]

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Mod 02 - PDF 02 - Split Testing Made Easy.pdf

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