What if a simple change in color, text, style, or image choice could produce a much higher conversion rate on your website? Just because you think a webpage “looks good” doesn’t mean it is performing at its best! However, you won’t know until you experiment.
A/B testing is a simple method of conducting experiments. With A/B testing, you will make small adjustments to the content of a website. Then, you will measure how each adjustment affects conversion rates.
Why Should I Conduct A/B Testing?
Testing is critical for keeping a finger on the pulse of your market. To succeed, you must know where and why customers take action on your site. Smart marketers and researchers continuously attempt to unlock the intricate puzzle that is human behavior. With A/B tests, you can delve deeper into that behavior and drive more business.
Visitor behavior is unpredictable. However, with A/B testing, you will learn to use the best layout, text and images, as well as other crucial elements of your site. That means more conversions. For example, if a consumer finds a certain color combination unappealing, her or she is less likely to remain on the page and finish a transaction.
You will also increase customer satisfaction. Consumers are bombarded with thousands of words per day. A/B testing can help create a simple, positive experience the consumer.
What Should I Test?
Experiment with changes to page layout, color choices, design style, and font size. Test different images, and play with the size and placement of images as well. Use A/B testing to compare—for example—results for one layout against another, or one image against another.
You probably want to know how to convert more revenue without stressing the consumer’s pocketbook. Each transaction has a “sweet spot” you can hone in on to make the most profit, while giving the customer a competitive price. A/B testing stretches the limits and finds the optimal balance of price and revenue. A/B tests can help to determine what obstacles stand in the way of the sale and how to make the “moment of truth” more predictable for your business.
By eliminating unnecessary text, and providing the consumer with the right combination of words to perform the necessary function, you’ll make for a smoother experience. When the customer is successful in their interaction, they are less likely to become frustrated. They will remain on the site longer, and they are more likely to complete a sale. A positive experience can also increase repeat business.
How Do I Measure Results?
Click through rates can be the tip of the iceberg. Observe how users move from one page of your site to another. Learn the path they take through the sales funnel. Figure out what element of the site compels them to complete a purchase.
By delving deeper into which elements motivated your customer at each step of the process, you will better understand them.
What If I’m Nervous About Changes To My Brand?
Changes in image can be a big decision for a company. But, if you test changes first, potential harm to your brand can be avoided. Implement changes for the good of the company by redesigning based on customer response.
Why Not Get Started?
Overall, the more that a company knows about its market, the better it can serve its customers.
By testing potential outcomes and consumer behavior, you will create more positive experiences. A/B testing provides results you can use to fine-tune your strategy. You can use the results to provide the best possible outcomes for both your company and your customers!
IMAGE: CC0 / Public Domain