A/B testing is a way to compare two versions of a webpage to see which performs better. It is used to support the marketing goals of your website. The goals may vary depending on the page, but in general, A/B testing is used for conversion optimization to help companies get more and better quality leads. Though it is mainly used for improving conversions, you can also use A/B testing for user experience changes, testing the placement of new videos, images, design elements on the site, or really anything of that sort.

How A/B Testing Works

A/B testing works in that you set it up in a tool, such as Google Optimize, to have 50% of the users view the updated webpage and the other 50% see the normal page. It is important to only change one variable on the updated page. This is because changing too many things at once makes it difficult to know which variable produced the results you’re seeing. It is also necessary to have a normal (control) page so you are just comparing that one variable to the unchanged page.

Another aspect that is important, is getting a big enough sample size. If your website gets around one thousand pageviews a month, it might take you around three to six months to get enough traffic/data to prove your results are statistically significant enough to make the change permanent. There is not a number of sessions that you have to receive to make the final decision to make that change, but just don’t make a decision off of a small amount of data.

Benefits and Examples of A/B Testing Marketing

A good example of A/B testing would be changing a call to action (CTA) button color. This way, you can test different colors one at a time to see which one gets the most leads and click through. The experiment might last a few months to find the highest converting button color but you can compare the two colors on the A/B testing tool, and then test other colors against the highest converting button. That way you know you have found the best color option for the most conversions.

A/B testing is an easy way to avoid risky live changes on your website. By testing different elements such as images, videos or content, you can actively work to find ways to reduce your bounce rate. This means that more people will stay on the page and check out more of your products or services when they land onto your site! Yep, this means more potential leads.

You can also test new pricing on your products and see if the change will be successful or affect your sales. This is a great way to evaluate price changes to see how the market perceives them instead of pushing them live right away. If the results are in your favor, this means an increase in return on investment (ROI) on your current products.

If price changes are not what you want to test, you can also test a new product and see if there is interest in it before pushing it live to the entire market. This new product could have new features, colors or whatever you want to test the market for!

Another benefit of A/B testing would be reducing your cart abandonment and therefore squeezing more sales out of customers that were ready to convert but dropped off. This would entail changing the checkout process by testing a different order of the checkout form or even changing the form fills. The options are endless and will explain how making even little user experience changes can make a huge difference in your bottom line.

Conversion Rate Boosting Testing Tool

Though button colors are simple to test in A/B testing, you would be amazed at how much testing can be done using a simple tool! The tool allows you to reduce making risky changes to the site without having data to back the most effective change. Utilizing A/B testing helps you understand what current and potential customers interact with the most on your site, so you can turn them into leads quicker and with ease.

Contact Ecreative to learn more about what A/B testing could do for your conversion rates!