Everyone wants to convert their website visitors into paying customers. But a less-performing landing page of a website may have a negative impact on your conversion rates. This further affects the rate of your sales. If you are looking to skyrocket your conversions to a higher level, but are not sure about what to do.
As we are here to figure it out for you.
You have probably heard the term, A/B testing. Not performing A/B testing or Split testing on your website is like pouring water into a leaky bucket. Just like, a leaky bucket cannot hold water, similarly, you cannot generate revenue without A/B tests.
Also Read | The Ultimate List Of Sales Glossary
What is A/B Testing?
A/B Testing is an experiment between two variants or versions, named A and B to measure and compare the market response to each variant. Usually, the companies perform AB testing to find out which approach attracts more customers. It is also known as Split testing.
You can also compare your website elements such as a landing page, navigation menu, sidebar, or exit popup to examine the difference in performance.
These two variants of the element are displayed on different segments of website visitors for assessing which variant drives the maximum conversions.
A/B Testing Example
You can compare two different web pages of a website about the same product to test which page generates more leads. In fact, you can also perform AB testing on Facebook posts. You can test with two different posts to compare which post has more engagement, reach, likes, or comments.
Let’s say that someone created two different landing page designs for a website. In design A, he used an italic font and red color CTA button. In design B, he used a bold font with blue color CTA button. Now, the marketing team will display one design to one group and the other design to the second group. Then the team will analyze which design performs better in clicks or other metrics.
After performing this test for a week, if the blue CTA (design B) delivers better results as compared to the red CTA, then the marketing team starts finding why that design gives us better results and follows the same approach for further campaigns to increase the conversion rates.
Why Do We Require A/B Testing?
Well, A/B testing is one of the most used conversion optimization strategies today. Many marketers implement this strategy to figure out what will help them in increasing sales and conversions.
(1) Split testing or A/B testing helps you in lead generation by indicating which variant of your website or a marketing campaign, such as a headline, form, or CTA button works better.
(2) This testing is easy to perform and less time-taking.
(3) It improves the most important metric, i.e. conversions.
(4) Even a failed A/B test can provide you with the important information to improve your next marketing campaign.
Elements of A/B Testing
Changing a single word in your content is not going to help you reach your conversion targets. So, you need to know what elements will work for you. Here are a few efficient elements of A/B tests:
(1) CTA (Call-to-action): Your CTA is where the actual action happens. It decides whether or not your visitors sign-up for a trial, book a demo, or make a purchase.
(2) Headlines: The headline of your webpage is the first thing that your visitors see. If that does not attract them, they won’t stay on it for long. The headlines and subheadings should be catchy and short.
(3) Subject Lines: The open rate of marketing emails based on the subject lines. If the recipient does not like the subject line they won’t open the email. You can try some power words or questions to make it interesting.
(4) Popup: Popup is an effective element of A/B testing to boost your conversion rate. You can change the content, animation, or CTA button to find which popup is keeping the visitors engaged.
(5) Images & Videos: Visitors always love to see impressive images, intuitive videos, and short infographics. You can add video testimonials or more graphics to take your marketing to the next level.
(6) Landing Pages: It is the most important element that can impact your conversions.
(7) Social Presence: Usually buyers go through reviews or testimonials before making a purchase. Even, they assess your social presence for the same.
How To Perform A/B Testing To Improve Your Conversions?
A/B testing or Split testing includes the below-mentioned steps to improve your conversions:
Step 1: Choose Variant & Set Metrics
Before you run the A/B test, you need to do some research. You cannot use all the elements to test, you need to select a few and then prioritize which should be tested initially. Once you have selected the variant, set some metrics or parameters (sales, clicks, conversions) of your test.
Step 2: Choose the Page and Elements for Split testing
You can begin with your high-traffic webpage. It could be your homepage or landing page. Whatever you select, it should be directly linked to your metrics. After choosing the page, assess all the elements such as CTAs, reviews, popup, etc. to find what can be improved.
Step 3: Create Variables
On the basis of your hypothesis, you need to create a variable to test it against the current variable. Change only the elements that you selected in the previous step. Make only one change at a time to examine the results effectively.
Step 4: Select your A/B Testing Tools
Based on what you are testing, you can choose any built-in testing tools. As there is no single A/B testing tool that tests all your elements. These tools help you in analyzing users’ behavior towards your testing campaigns.
Step 5: Run the test
With the tool that you will be using, you need to set the time for how long you want to run the test. This will help in observing the metrics to get more accurate results.
Step 6: Analyze A/B Testing Results
Once the test concludes, your A/B testing tool will examine the information acquired and present the data, comparing the performance of both variables A & B. While analyzing the results, consider the metrics such as an increase in conversion rate or revenue.
Now, draw insights from it, and use them in the future A/B tests to increase your conversions. Once you get your result, you can repeat the same process again with a different variable.
How Can A/B Testing Benefit Your Business?
A/B testing can benefit your business in the following ways:
(1) Increase Conversions
(2) Generate More Leads
(3) Reduces Bounce Rates
(4) Improves Engagement
So, A or B? Figure it Out!