Internet Marketing Digital_marketing_for_dummies | Page 328

Source: https://www.amazon.com/pizza
FIGURE 13-2: 404 pages, like Amazon’s, should offer users a next step but they don’t need to be split tested.
The final guideline you should follow when determining whether to split test a page is the
page’s traffic. Look at the number of visits and of conversions that your page gets over the
potential test period. Notice where traffic falls off considerably.
You can easily identify your pages and their traffic numbers using Google Analytics.
Examine the number of Unique Pageviews for pages under consideration for split testing.
The best report to employ for this job in Google Analytics is in the Behavior suite, which
we detail in Chapter 12. In Google Analytics, navigate to the Reporting section and then
select the following: Behavior ⇒   Site Content ⇒   All Pages. The Pages report loads. From
there, use the filter tool in Google Analytics to search for the specific pages you’re
considering for a split test.
After you gather the data from the Page report, you should contextualize the pages. You’ll
always see a massive drop-off in page views (the total number of pages viewed by a user;
repeated views of a single page are counted) after your home page. However, your home
page is so far away from your main converting action that it doesn’t make sense to test.
Now, if you see a massive drop from a product page to the checkout page, you know that
something is wrong with your product page and that you need to optimize it, and that
merits a split test.
By following the guidelines in this section, you can hone in on pages worthy of your time
and resources for testing. When you find a page that you consider to be test worthy based
on the guidelines, make sure to ask these four questions:
1. Does the page get enough unique visitors?