Internet Marketing Digital_marketing_for_dummies | Page 327

Not every page on your website needs to be tested or requires optimization. In the
next section, we discuss the ways for you to isolate the pages to test so that you can
maximize your return on investment (ROI).
Following the split test guidelines
When you’re looking for pages to split test, use the following guidelines to determine how
worthy a page is to test. First, here’s what not to test:
Your worst-performing pages (This sounds counter intuitive, but we explain why.)
Pages that don’t impact your longer-term business goals, for example, your 404 page
Pages that don’t get enough traffic to run a split test
So why shouldn’t you test your worst-performing pages? When looking for pages to
optimize, your job is to focus on opportunity pages, which are pages that will have the
greatest impact on your goals. For instance, if you expect a 10 percent increase in
conversions from your efforts, would you rather that lift be on a page converting at 50
percent or 5 percent? The one at 50 percent is an opportunity page.
Further, your worst-performing pages don’t need a testing campaign; rather, they need an
overhaul. The ship is sinking, and you don’t have time to hypothesize over what to do next;
you need to make a drastic chang