A/B testing remains one of the most widely used and impactful strategies for CRO (conversion rate optimisation). AB testing refers to the practice of displaying different variations of certain web pages, particularly landing pages, to visitors. The goal is to understand which variation performs best in terms of your desired outcome, whether that be to simply consume content, complete a transaction, submit contact details, etc. Below are 3 simple AB testing methods that you can start using today.
AB testing is the most popular way of testing your webpage! Even more popular than usability testing and multivariate testing.
[bctt tweet=”Simple changes to elements of your website can dramatically increase conversion #ux #abtesting #cro” username=”factorypattern”]
3 Simple AB Testing Methods
Which aspects of your site to A/B test first will, of course, be dependent on the nature of your website. That being said, there are certain shared common elements that should be reviewed as a priority since simple changes to elements of your website can dramatically increase conversion.
Ever since the invention of marketing, marketers paid close attention to copy and, in the digital age, copy-optimisation remains as important as the days of Mad Men.
If you are selling something, and optimising a landing page, then the length of your copy will directly correlate to the complexity of your product or service. Nonetheless, the content must be clear and concise, well laid out, and ordered correctly, with the most important features and benefits listed first.
Furthermore, peripheral elements such as the font, size and colour of your text should not be ignored. Perhaps also consider putting unique selling points in bold.
[bctt tweet=”Did you know that if you layout your websites text in paragraphs instead of in a massive bunch then its more likely people will stay and read your text. ” username=”factorypattern”]
Great consideration should be given to the layout of your page. Consider researching layout best practice for the type of page you’re optimising, and remember to keep things simple. It’s important visitors are able to quickly understand how to navigate your site so their focus remains on the content.
If your page includes a call to action (CTA) then a good level of thought should be given to its positioning. Contrary to the myth that the CTA should always appear above the fold, CTAs for complex products and services tend to perform better below the fold.
[bctt tweet=”Contrary to the myth that the CTA should always appear above the fold, CTAs for complex products and services tend to perform better below the fold #CRO #UX” username=”factorypattern”]
Did you know, due to layout AB testing Barrack Obama raised an extra $60 million dollars during his presidential campaign!
Strong visuals remain an effective way to capture attention and communicate effectively with visitors. The rise in popularity of Instagram can attest to this fact. Test the size, position, and subject of your images and of course ensure you have the legal rights to use them.
Beyond Google Analytics, there are a number of sophisticated and simple AB testing tools out there that can help you test a large number of page variations.
[bctt tweet=”Did you know, if your webpage has little images your traffic could reduce by a whopping 70% ! Use AB testing to see what images to use and where.” username=”factorypattern”]Also studies have shown that people are capable of making a visual first impression in 1/20th of second !
Tools of the Trade and a Final Word on A/B testing
Beyond Google Analytics, there are a number of sophisticated tools out there, such as Optimizely and Unbounce, that can help you test a large number of page variations. A/B testing is so powerful because it allows you to make changes based on data rather than hunch. If you’d like to find out more about conducting A/B testing, contact Factory Pattern today.