Creating valuable leads for your real estate company is essential to an effective internet marketing strategy. After all, the goal of these strategies is to increase leads and improve return on investment.
To continually improve qualified real estate leads, many marketers implement A/B testing into their strategy. A/B Testing usually consists of small changes to tools such as landing pages, calls-to-action, emails and social ads. This enables your real estate team to hone your strategy for the best results and more leads. Here are some tips to effectively using A/B testing for real estate companies!
What is A/B Testing Exactly?
Known to many as split testing, A/B testing is a method for testing variables in marketing to create data on the most effective tools, tactics and strategies. A/B testing allows you to compare two pieces of your strategy with only one variable different between the two. Essentially, A/B testing ensures you are not comparing apples to oranges and helps hone your strategy for the most effective results.
3 Tools and Tactics to A/B Test for Real Estate
Landing Page Text
A landing page is a page that provides an offer to the website visitor in exchange for information about the visitor. The content on this page can be the difference between attaining a lead or another visitor bouncing from your site. A/B test the content on your page to see if adding things like bulleted information, bolded text or length of form increase the conversion rate on your landing page.
The subject of an email is the first interaction you have with a recipient and often has a large effect on your open rates and click-through rates. 33% of email recipients open emails based only on the subject line (Source: Convince and Convert). That means a large portion of your email marketing strategy depends on effective one-liners. Test your subjects by measuring length, tone and how actionable the subject is.
Calls-to-action, are used to drive your website visitors to a landing page where they may provide contact information via a form. You can have the best landing pages in the industry, but not having effective CTAs can reduce your lead rate drastically. For example, if your CTA for a guide to local real estate says, “Learn more about Raleigh Real Estate”, it may be effective to test a different CTA that states “Download your Free Guide to Raleigh Homes” and see which CTA performs best.
These are just a few examples of A/B Testing tactics you can use for your real estate company. Have you tried A/B testing in the past? Comment below and tell us about your experience!