Search Marketing: Six Ways to Succeed — Post-click

6. Test all paths. Testing will allow you to fine-tune every nuance to maximize your yield. Put up multiple, simultaneous versions of your path and see which ones convert the best. By tracking your results based on segmentation, you can tweak your message even further to speak specifically to consumers. Follow what works and what doesn’t, the authors point out, by respondents’ choices and where they drop out of the path. Identify problems, make adjustments and monitor results to determine if you’ve fixed the problem.