A/B Testing: Get Conversions Up by Getting “Down to Science”
As a business owner, you know the challenges of converting visitors into customers. Competition is often high and the window of opportunity is limited. The price of entry for modern day businesses is a website where internet-savvy customers can read, get contact information and shop. But, are business owners in general really getting the most out of their websites? Are you? Learn how A/B testing can help.
Guide Your Visitors
Businesses want to increase sales; that is universal. The strategic use of a website can become instrumental to gaining those results, but the key word there is: strategic. Creating a website and generating traffic isn’t enough. In order for your site to work for you, it is important to make sure that it is optimized to direct potential clients along the path to conversion.
Introducing A/B Testing
This is where A/B testing comes into play. It is a great tool to find out what is beneficial on your site, and what components need improvement. You’re essentially performing an experiment where traffic is split evenly between two versions of your site simultaneously. The original version of the site acts as your control, then you introduce specific variables to the second version to test the difference in your conversions. This allows you to see if the changes you have made affect the amount of visitors you successfully convert.
Testing Your Variables
There are many things that can affect how a person behaves while viewing your site ranging from tone, to placement, to wording. Something as simple as the way you phrase a message, can play a major role in the number of people who perform specific conversions. For example, if you are coming across too forceful, that may cause some visitors to lose trust in your company and leave the site.
Placement can also be a determining factor. Just as the location of your physical business is important, so are the location of videos or call-to-action buttons. Let’s say you’re trying to get your customers to sign up for a mailing list, so you have a set of information fields that a customer fills out. If you have an engaging video above your form fields, it may actually be causing people to stop scrolling before they reach the sign-up portion. With A/B testing, you can move the video below your form fields and find out if your sign ups increase as a result.
The Good Old Scientific Method
A conversion can be anything from signing up for a newsletter, to purchasing a service. When deciding what components to test, you can start with the path that users take to compete the conversion. Examine each step and question what could be done differently. By experimenting, you can gain an understanding about the impact your design has on your conversions and then adjust it accordingly. Here is how to get started:
- Decide what increase you would like to target and set a realistic goal for your business.
- Form a hypothesis identifying what changes might help you achieve that goal.
- Start your testing.
- Record and analyze your results.
- Change your site accordingly.
You may be surprised at the difference in results that can occur just by minuscule changes within your page. With A/B testing you can get your conversions up, by getting your website “down to a science”.