When marketers develop landing sites, write email copy, or design call-to-action buttons, it’s easy to use our instincts to forecast what will compel consumers to click and connect. However, conducting A/B testing is far superior to making marketing decisions based on a “feeling,” as this might hurt outcomes. Continue reading to learn what is A/B testing, why it is helpful, and how you can do it!
What is A/B Testing?
A/B testing, commonly known as split testing, is a marketing experiment in which you divide your audience to test variations on a campaign and see which works better. In other words, you can present version A of marketing content to one-half of your audience and version B to the other.
Let’s go over how A/B testing works so you don’t make false assumptions about what your audience prefers.
How does A/B Testing work?
To conduct an A/B test, you must produce two distinct versions of the same piece of content with modifications to a single variable.
Then, you’ll display these two versions to two audiences of equal size and compare how they performed over a set amount of time. A/B testing allows marketers to compare how one version of marketing content performs against another.
A/B Testing in Marketing
A/B testing has numerous advantages for a marketing team, depending on what you choose to test. There are an infinite number of items you may test to evaluate the total influence on your bottom line.
Here are some elements you may want to test in your campaigns:
- Subject Lines
- CTAs
- Headers
- Titles
- Font and Colours
- Product Images
- Blog Graphics
- Body copy
- Navigation
- Opt-in forms
Of course, this list isn’t complete. Your alternatives are limitless. Above all, these tests are beneficial since they are low-cost and high-reward.
A/B Testing Goals
A/B testing can reveal a lot about how your target audience behaves and responds to your marketing effort. Not only does A/B testing assist you in understanding your audience’s behavior, but the results can also help you set your next marketing objectives. Here are some frequent aims that marketers have for their businesses while conducting A/B testing.
Increased website traffic: You’ll want to employ A/B testing to assist you in identifying the perfect URL and title for your landing page/website so you can attract your audience’s attention. Testing different blog or web page titles and URLs can affect the number of visitors who click on the hyperlinked title to visit your site. This may enhance website traffic. A rise in online traffic is a positive thing! More traffic usually leads to more sales.
Higher conversion rate: Not only does A/B testing increase traffic to your website, but it can also improve conversion rates. Testing alternative placements, colors, and even anchor text on your CTAs might affect the number of people who click them to reach a landing page. This can improve the number of users who fill out your website’s forms, provide you with their contact information, and “convert” into leads.
Lower Bounce Rate: A/B testing can assist you figure out what’s driving visitors away from your website. Perhaps the feel of your website does not resonate with your target demographic. Perhaps the colors clash, leaving your target audience with poor taste. If your website visitors quickly depart (or “bounce”), experimenting with different blog post openers, fonts, or prominent images will help you retain them.
Better Product images: You know you have the ideal product or service to offer your target client. But how do you know you’ve chosen the best product image to represent what you have to offer?
Use A/B testing to identify which product image will best capture the attention of your target audience. Compare the photographs and select the one with the highest sales rate.
Lower Cart abandonment: E-commerce enterprises report that 70% of clients leave with things in their shopping carts. This is known as “shopping cart abandonment” and is, of course, bad for any online retailer. Testing alternate product images, checkout page styles, and even where shipping costs are shown might help to reduce abandonment.
Launching test
Let’s say the landing page is ready and there is nothing to do, then launch the test. Let’s launch it step by step.
1. First, ask yourself this question: What could be the cause of a low conversion rate? Sometimes it’s the color of a call to action button. Sometimes it’s a headline or an image. There are numerous approaches to determine what is creating the vicious loop of no conversions, such as heat maps- A heat map depicts a visitor’s interaction with your website. A heat map indicates which elements of a landing page are the most appealing for your users.
2. Prepare two separate versions of your effective landing page. Remember that you must make them differ by only one element to conduct a credible A/B test.
3. Take your time selecting your target audience. Also, remember that it’s usually preferable to test on a new group of clients; they won’t have any prior experience with your website, so their behavior will be clean and dependable.
4. Select the source of traffic. It might be Facebook, Google search, email, and so forth. Now, start testing!
5. Choose a winner! Analyzing the results is straightforward. Simply check which combination resulted in a higher conversion rate. There is only one modification, so you’ll know right away what caused it.
6. Take another test! We hope you did not assume this was the end! If your first A/B test was successful, it just means there should be more, because with each test, your landing page improves! And as it improves, it achieves higher conversions, CTR, and, finally, sales! Remember, A/B testing is not a single action, it’s an ongoing process. A/B testing makes you the effective landing page you are looking for.
Final Words
A/B testing allows you to discover the truth about what content and marketing your audience wants to see. If you want to learn more about how A/B testing can help your business increase conversions, please contact us online or drop us an email at info@ecliqs.com to speak with a strategist.
We look forward to hearing from you.
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