July 18th, 2016
Tips, Tools and Tutorials
In order to run a successful online business, your company should have a digital marketing strategy in place. The online markets and practices are ever-changing and that’s why it’s important to adapt to market trends to assure your online visitors have a good user experience.
A/B testing is a digital marketing technique that compares two versions of your website, one controlled and the other a variation. This can help you determine which features, buttons, placements and web copy works better for conversion, traffic and engagement. This article will take a look into A/B testing for your website and how you can make it successful.
“Whether you’re looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there”. – Hubspot
Before we can start testing anything, we need to understand what we have in front of us. A/B testing will help you compare a controlled website to a variable, but in order to establish what is successful, we must be aware of the page’s current performance.
Make use of Google Analytics to gain access to valuable page performance information. ConversionXL shares an acronym that will help you dissect your website and determine why it exists; make your objectives DUMB (Doable, Understandable, Manageable and Beneficial) to help measure growth and progress. Keeping your goals small will make it easier to clearly measure where you have seen results.
Instead of jumping head first into A/B testing, consider how and what you want to ‘test’. Brainstorming ideas will help define the purpose of the testing. For instance, do you want test Sign Up and Order button placements, test out different colors and their impact, or add a banner?
There are numerous ways that you can introduce variations to make sure that your landing page is always the best possible version for conversions to take place. Having a clear idea of what it is that you want to test will help identify your goals and perform successful split-testing.
When starting out A/B testing for your company, it might be best to start with incremental changes. Track one or two small changes at a time and analyze their performance. Trying too many changes at once won’t help you pin-point which change made the difference.
Some of your tests might even fail when compared with your original, but that’s what testing is all about. Do your research before starting the testing process, and remember that even inclusive tests are a learning opportunity.
Asking ‘why’ certain changes resulted from certain actions will help with your re-evaluation and enable you to improve your A/B testing process. Luckily, there are tools and experts out there to guide you through the process. Using the right tools or marketing professionals to assist you in A/B testing will speed up the process and leave out the guesswork.
A/B Testing is there to help you discover what is working on your landing page, and what can be improved. Each company is different and that’s why your results may vary from your initial assumptions. Popular A/B testing tactics might not always positively influence your conversions. For instance, where videos have increased conversions for many businesses, this was not the case for a company called Device Magic, where videos actually decreased their conversions by 35%.
Don’t assume your visitors react a certain way just because of the way they acted previously, or the way visitors acted for a different company – this was before they had a variable to choose between. Adjust your digital marketing strategy to the needs of your visitors.
These tips can really help boost your A/B testing efforts. At the end of the day, it’s all about trial and error.
Author Bio: Ray Martinez is an Analytics Manager for Main Path Marketing. He has an analytical mind coupled with the creativity of an artist. His belief in small wins leading to bigger goals and aptitude for continued education and professional development drive his creative process every day. Ray’s experience includes managing web development resources, client relationships and the execution of SEO strategy.
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