A/B testing (or split testing) is mentioned again and again in the world of digital marketing, but what is it?
This can be an incredibly powerful part of optimizing your website and boosting your conversions. Performing an A/B test lets you compare two versions of a web page to identify which one works best.
This involves presenting the two pages to visitors at the same time, and whichever achieves higher conversion rates becomes the final version.
A/B testing gives you the power to make the most of your current traffic, and it can be applied to virtually any element of your website which impacts visitors’ behavior. This includes your headlines, sub headlines, testimonials, text in paragraphs, images, links, and more.
After all, Google is used to perform billions of searches each month, and you need to do everything you can to grab prospects’ attention.
Gathering Key Data
Before you run your A/B testing, you need to gather data that will ultimately help you identify the strongest variation.
Visitors’ behavior is one area to focus on, and certain tools can show obstacles that might prevent conversions or cause prospects to click away. For example, uninformative text which is too clustered together for comfortable reading, unattractive images, or an unclear CTA button can all contribute to a lack of conversions.
After exploring the results of such analysis, you would then be able to see where a potential new page would have to go. If you have problems with your CTA button or your text’s layout, you can create a new one with the same content presented differently.
If you can establish which of your options has the power to make a stronger impact on visitors, you should be able to increase conversions and build your user-base.
Trial and Error
It’s vital to make both variations as high-quality as possible, and give both a fair chance. Don’t be tempted to effectively sabotage one version of a page if you prefer the other, because what you prefer might not necessarily match your audience’s tastes.
A/B testing allows you to try different styles and presentation formats too. For example, if you feel your copy may be a little bland, your B page can be quirkier and funnier. If you find this garners fewer conversions during your sample period than the A page, you could perhaps try another new version that resembles the original more.
You can try again and again over time, eliminating less-successful variations and gathering data from the best to transform your site.
At Nett Solutions, our Orange County SEO team is passionate about helping businesses just like yours maximize your visibility, boost conversions, and ultimately achieve higher rankings. Give us a call now to see what we can do for you!
