In split testing, web page versions “A” and “B” are compared for “conversions” — views, clicks, sign-ups, and/or purchases. If “A” beats “B,” a third version “C” is tested against “A” and so on.

But what should one test? One can perform a lot of tests that have little or no significance to the bottom line.

Perry Belcher has tested (and researched) … up the wazoo. And found out the web page variables that matter.

Here is a sample of some of his most effective ideas for increasing conversions on landing pages.

1) Place testimonials on right hand side of your order form.

2) Use a headline color of red (Hex={CC,00,00}). Don’t ask. It works.

3) Use a headline font of 20 point Tahoma and adding quotation marks.

4) Use the non-serif style Arial font, 12 point ONLINE. Studies consistently show this to be the most readable online. (Offline, use a serif style like Times New Roman for greater readability.)

5) Place your opt-in box in the upper right hand corner, above the “fold” on your web page. Make the form like (but not identical to) the Yahoo! email sign in area.

6) Make your sales copy 560 to 600 pixels in width. This makes for faster reading and an increase in scrolling down the page. Those who scroll are much more likely to convert than those who do not.

7) Buy a niche-relevant, keyword loaded URL and capitalize the first letters of words.

8 ) Include action words in the URL: “buynow,” “getridof.”

9) Include bullet summary points of benefits immediately before the order form.

10) Place testimonials to the right hand side of the order form.

Of course, not all the ideas are unique to Perry Belcher, but each one that is implemented makes a difference, and implementing many makes a big difference if there is a market for your product or service.

See Total Access Club for the whole list and much more.

Perry Belcher was a guest speaker for Matt Barak on a webinar last night. The call was SO great I had to take copious notes, a few of which are included here.

The topic was “How to Build Your Twitter List.” Perry’s basic premise was that Twitter is like a face-to-face party, so you don’t start a Twitter conversation with a sales pitch.

Peak tweeting times for the most viewers are 1-3 PM and 8-11 PM weekdays (presumably ET in the US), but forget Friday evenings. Weekends are great also, especially Sunday evening, the week’s top peak.

What to tweet about? I’m sure the percentages were rough … but

Make people’s lives better: 30%
Keep your people informed: 10%
Make your people laugh: 30%
Compliment and praise often: 25%
What YOU do: 5%

… with a emphasis on NOT selling to the “party” people and an assurance that once you have established yourself as a trustworthy friend, the friend will become your customer.

Some of Perry’s favorite sources for tweet content:

Alltop.com, PopURLs.com, Digg.com – for popular posts
Lifehacker.com – how to help people
Fark.com, Cracked.com – for humor (watch tastefulness, though)

Content can also be generated by (1) asking questions and (2) retweeting. Questions should be simple conversation starters so that more people in the Twitter “party” can pitch in.

But this is very sketchy. Perry has a whole lot more. Visit perrybelcher.com

Peter Rubel