Imagine if nothing was ever tested, nothing was ever improved on & made better. We would still be stuck living in caves and life would be pretty miserable.
OK, that was a pretty extreme instance to start off this post with, but I really think it is a great method to showcase why split testing your sign up form is so necessary.
You could set up your form, then leave it the same way forever. But if you are aiming to boost your email list growth, you are going to want to test variations to make sure your form is as effective as possible in attracting potential subscribers.
The beauty of split testing comes from the fact that do not have to rely on guesswork/gut feeling when making changes to your form. Split testing helps you identify what is working & what isn’t.
Of course, there is no magic button to just split test a form once you have created it. (Well, their kind of is, but there is still a little work on your part to get it going.) So we have put together some steps you will want to take to setup your next split test.
Things you have to consider when testing
There’re a couple guidelines to follow when split testing your sign up form. These are not hard and fast rules, but rather general things to look for & follow when setting up a split test:
- Test one thing at a time& make small changes
- Give your tests enough time to run
With those 2 things in mind, let’s go a bit deeper into what some of the things you may test with your sign up form, and what kind of timeframe you are looking at to run your test so that you could see statistically significant results.
Test one thing at a time
Hopefully, you have a lot of ideas for what you needa test, but in order to get a good idea of what your audiences are most receptive to, you have to take it one step at a time. Otherwise, if you try to test a bunch of changes, you will not know which change made the difference.
Below is an instance of split testing a sign up form button to see if that has any impact on your list development.
Above is our sign up form. For this test, we will make a simple alteration with changing the wording of the button from “Submit” to “Get my first newsletter!”
Another small change, another split test. Let’s take a look at some of the other changes you could make to your form to boost sign ups:
- Headline – Test words like “free” “bonus” if offering an incentive.
- Color/template – Try different colors/designs that stand out from your page, helping to draw attention.
- Image or no image –Try testing a form with &without the image to see which version affects potential subscribers more.
- Fields – Limit the number of fields someone should fill out to become a subscriber. Asking for name, email & phone number? Try a test comparing that with a form that only asks for the email.
Below is a great instance of a split test from ConversionXL, testing sign up button color.
The winner? The red button increased conversions by 34%.
Another good test, this one from Hotjar, pits a form with fewer fields against one with more.
Give your tests enough time to run
Now that you have your split test all set up, how long could you wait before seeing what the results are? How long before you could get a good idea as to how effective our form test it?
Neil Patel, the cofounder of Crazy Egg, Hello Bar &KISSmetrics, recommends giving any split test at least 2 weeks & 100 subscribers before checking out the stats to determine a winner. This is because you need have statistical significance behind the test results. Run the test for too short of a time, and you will not have a clear picture of which variation is the winner because not enough traffic has been exposed to the test.
In addition to a 2 week testing period, take into account different variables that could pop up, such as holidays, when your audiences may not be as engaged with your site. Not that you should not test during the holiday season, but take that into account so you could extend the testing period as needed.