Table of Contents
What is A/B Testing?
When Should You Perform A/B Testing?
The simple answer to the above is ‘always.’ Split testing works best when it is continuous. This may sound like an arduous task but in fact, it can be easily implemented. A/B Testing is about fine-tuning. No website, email, newsletter, or ad is ever perfect, and each can be improved. Continual A/B Testing is a way of finding the small improvements that can make all the difference.
A/B Testing Metrics
Analytics in Developing an A/B Testing Project
Performing the A/B Testing Routine
Analytics During the A/B Testing Project
How to Interpret A/B Test Results?
What Can Be A/B Tested?
Navigation links are an important part of any website or store and should enable your website visitors to navigate around the site easily. One common reason for leaving a site is poor or confusing navigation. The modern consumer expects simplicity and efficiency throughout the online retail process. Running a split URL test regularly should give you an idea of the frequency of use and of dropouts because of them,
Calls to action (CTAs) are among the most important parts of your written copy. This is the sentence or two that is designed to encourage the consumer to move forward and complete the transaction. A poor CTA will have a negative effect on your ROI. Test power words regularly by A/B Testing to see what tone or style appeals to your customer base and amend where needed. This is one example where a large number of subjects is essential to get that statistical significance.
Landing Pages are where the consumer ends up when they click on an ad or search but are they reaching the landing page and going no further? If so, you have a problem with your page as it is not offering enough for the consumer to take things further. It could be a problem with the written copy, or perhaps the images involved, and you need to keep on top of landing pages on which visitors spend an excessive amount of time. Run A/B Testing regularly and try different approaches with the copy involved.
The design and layout of your site or pages are an essential part of the engagement process. If a design is bland and unattractive it will drive consumers away. Likewise, if it is too busy and cluttered it will have a negative effect. The consumer likes to see a clear and understandable design and a layout that allows them to understand what is on offer. If your site is more than a few years old, it will begin to look outdated. A great proportion of consumers find old-looking and drab designs off-putting.
Copy is not just the written word but all your content on your site or store. Copy needs to be spot on in terms of quality and relevance, and you need fresh copy regularly. If you use A/B Testing on the copy that has been on the site for some time you will see a drop-off in engagement. This is natural as the consumer wants to see new and fresh information. Try A/B Testing with, for example, simple and informative copy as the A version against more humorous and lightweight copy on the B version. You may find an original approach appeals more widely.
Pop-Ups are a great marketing tool but are yours getting the attention and response you need? It’s easy for consumers to ignore pop-ups so you need to have an approach that appeals to and engages them. Run a version that simply explains an offer against one that offers a discount, say, and see what the difference is. Keep a check on pop-ups and their content as this is one of the areas where A/B Testing can make a great difference.
Product descriptions need to be accurate, catchy, and informative. Often, a store will find that the description is not giving the reader enough information. Other times it is too long, and the reader moves on. This is a perfect category for multivariate testing.
Emails remain among the most successful marketing mediums, but you need to ensure your email title is enough to inspire the recipient to open it. This is among the most-used areas of ab testing as you must get the title and subject line correct for your customer base. Spend plenty of time on this subject and do the same with SMS messages and any other messaging formats you use.
Images are an important part of your marketing but are those you are using attracting attention? Poor images that are not high quality will not elicit a response. Those that do not show the product correctly will be ignored. Test which types of images get the best response by using A/B Testing as this is an area in which it is vital to keep ahead of the competition.
Social media buttons need to display a good click-through rate, otherwise, there is something wrong with them. It could be you are using the wrong media most times, and the benefit of a split test putting your Facebook buttons against Instagram, for example, cannot be overlooked. Finding the right social media marketing strategy is essential, and A/B Testing can help a great deal in this area.
Logos, taglines, and slogans are there to reinforce your brand, and if they are not getting the clicks you expect then a split test should help you find out the best way to improve them.
Benefits of A/B Testing
Solve visitor pain points with A/B Testing by analyzing user behavior at different points during the consumer journey. You can then redesign any of the elements you have tested to appeal to the consumer more effectively.
Get better ROI from existing website traffic by constantly running A/B Testing projects to fine-tune any areas that may be showing a drop-off in consumer interest.
Reduce bounce rate by analyzing content and other areas of the site or store in more detail. A/B Testing will show you which copy appeals to the consumer and which does not, so you can amend as needed.
Make low-risk changes to your copy, store, or site that enable you to improve the customer journey. By using a sensibly sized number of test subjects you can ensure that a relevant and suitable statistical return is enabled and reduce the chance of making the wrong decision.
Redesigning your website to increase conversion rates is perhaps the ultimate aim of A/B Testing although by using this method correctly a complete and costly redesign may not be needed. A/B Testing can show you where you can change small features and achieve greater conversion rates when it is used with a sensible and accurate analysis.