Want to know the best strategy for increasing conversion rates? Anxious to determine which website design is better for business?
Testing used to be a high labor, high cost enterprise, but in the world of digital, you can test different options online without a heavy investment of time or money. A/B testing is a basic strategy for website optimization that provides quantitative data you can use to improve your marketing campaigns – and increase ROI.
Done effectively, A/B testing can give you important insights into customer behavior you can leverag to increase sales. A/B testing involves exploring how small differences in a campaign have an impact on the behavior, decision-making, browsing patterns, or conversion rates of your customers.
You can utilize A/B testing, for example, to figure out which of two different texts is better on a banner, or which one of two different titles is more effective on a promotional email. By testing both options with a controlled group of customers, you can determine which version is more effective.
For A/B testing to be successful, make sure to consider the following factors:
Setting up an A/B test is relatively easy, and there are free tools available that can help you such as Google Analytics’ Content Experiments. If you feel that you do not have the technical skills to set up the test yourself, consider hiring a CRO (conversion rate optimization) consultant to run the test and provide you with professional recommendations.
When you’re doing A/B testing, make sure to run your test over a defined period of time. Deliver each version of the ad in equal numbers and at the same time of the day. You might also consider exploring whether you can improve your ROI by testing which day or the week, or which time of the day, works best for your consumers.
A/B testing can be applied to a wide variety of marketing scenarios:
Some of the many variables you can test include titles, product descriptions, length & style of text, offers, price, images, the design of Call to Action buttons, color schemes, the length & questions on forms, and page layouts.
And of course, don’t ignore the possibility of segmentation. This means that perhaps one version of an ad appeals to an older segment of your target audience, and a second version appeals to a younger group. You can leverage this kind of information to sharpen your marketing strategy and match customers to exactly the right products or services