A/B Testing improves your online business strategy
Have you heard about “A/B testing” or “split-testing” before?
Split testing allows you to test a variety of versions from your website pages or online ads. With A/B testing, you will know which version has the greatest impact on customers, which one has the best results and performance.
The aim is to experiment and understand customers’ needs and opt for the most optimal solution. Turn your visitors into customers. Choose the version that will provide you with higher sales, conversion rates, click and acquisition rate.
A/B testing is a useful strategy onsite and offsite. You’ll start testing your variables (funnel, product pages and landing page) onsite first and then test your offsite elements (ads, targeting, design, channels and devices) later on.
Start by organizing your A/B testing strategy onsite
Before starting a split testing strategy, analyze what needs to be checked on your website. Set up your primary goals.
Ask yourself which KPIs and metrics should you improve? Why do your customers bail?
To answer these questions, you will start by evaluating your existing online pages.
The first element you should test on your website is your funnel, then your product pages and your home page.
First, optimize your online funnel.
You’ll always have to test the most precise element of your website first, like your funnel.
Start by checking if the amount of steps your clients have to take before landing on your product page are limited. Avoid adding steps to your funnel that won’t add any value for your business or visitors.
Make sure visitors don’t receive too much information that might stop them from converting.
Remove or add elements to your funnel in order to create fewer distractions from the conversion goal.
You may notice that visitors are bouncing off of one page in the conversion path. After a few research, you discover that the page is where the price have been listed. Find alternatives to generate more conversions. By moving the price further down the sales path for example. Adding trust elements on the page to lead to an easier purchase.
A/B testing will help improve your page transitions. Find the right combination to optimize your pages’ objectives. Ensure there is more traffic on your pages by sending the right messages.
To create a well-built conversion funnel, you should be testing all the time.
After testing your funnel, analyze your products page.
For you to generate more sales and get higher conversion rates, it is important for your product page to be attractive.
You could change the way you present your offers and how your products are packaged. Work on various titles and catchphrase to attract the visitor’s attention.
Testing different messages will let you know which one had a greater impact on visitors. You will be using the most effective catchphrase that made your customer purchase online.
If you are launching a new product soon, you might want to test your pages after the product comes out.
Use different photos to promote your merchandises and test catchy alternative taglines. Try highlighting the products’ price or emphasize on its material.
Make sure your product page’s transition is optimized in order to lead to an effective conversion or purchasing action.
After the A/B testing, you will have a clear view on each engagement and visitor experience. With the data collected from testing, you will know whether changing the pages had a positive, negative or no impact on the visitors.
You’ll also be able to determine if your KPIs objectives have been achieved.
Finally testing out your Home page
One of the most common example of A/B testing is to compare two website headlines. Half of the people visiting the page will receive one headline (control), while the other half will see another headline (variant).
Thanks to slip testing you will know which headline converts more people to sign up.
Here’s a list of the elements that can be tested on your home page:
- Text: headlines, sub headlines and descriptions.
- Call to Action text and button: see which one attracts the consumers.
- Copy: try out different format, writing styles and content that benefits to the reader.
- Form fields: play with the words, the length and format. Ask for an email address or for more information.
- Font size: which one keeps the visitors on the page?
- Visual elements: see how the conversion rate is influenced with diverse photos and colors.
- The general appearance of the entire page: make two different design variations of the full home page (image placement, copy, form length, colors etc). Test the whole page to get drastic results.
With multiple A/B testing campaigns, you will eventually find the ideal funnel; acquire more customers, the suitable pricing structure, and the most persuasive messaging. Your website effectiveness could be improved easily through testing.
Your return on investment could change dramatically thanks to small changes on your pages and website.
Always remember to test only one variable per test. Choose which one you would like to experiment and find out which version converts better.
Testing more than one element at a time might muddle up your results.
It is recommended to select only one metric, one main KPI to focus on during the test.
Setting up A/B testing campaigns offsite.
After testing your onsite pages, you could test and optimize your advertisements.
Again, you’ll have to think about which KPIs needs to be improved, which ones will you focus on? Do you want to generate higher clicks rates or increase your conversion rates?
Start by experimenting the variables that are more likely to have a significant impact on our ROI.
A/B testing will help you choose from the most effective channel, timing and device.
Reach various types of customers by testing different audiences.
Once you start your advertising campaigns, on Facebook, you could promote your ads to different types of audiences. By selecting distinctive locations, ages, demographics, interests and behaviors, you will target a specific audience.
Another alternative is the custom audience. It allows you to test different ad versions on various audiences. Target your users based on lookalike audiences, a database of similar customers with comparable fan acquisition, site registration and off-Facebook purchases.
After testing, you’ll know which demographic audience is more likely to buy your products or services.
Testing different ad content and designs
Test your message; use a variety of headlines, body text and call to action copies.
Adjust your ad design. Use a different layout for one version, a different background color for another. Add an image featuring a person for the first version of your ad, for the second advertisement; use a plain image or no images at all.
Play with the calls to action colors, size and fonts.
Following your A/B testing campaign results, pick a winner version and eliminate the ad that had no impact on your audience.
Here’s an example of an A/B testing campaign created by our digital marketing agency, Mataris.
We changed the existing blue ad background color (version 1) to pink. Experimenting whether the women target would react differently to a pink advertisement.
After a few days, we noticed that the pink ad showed better results. The traffic on Guardian’s website increased by 20%.
Don’t underestimate the power of A/B testing, you could easily benefit from the best combination.
There are numerous choices of variable you could shift around and test.
Change one element at a time to understand which part of your message had an impact on the visitors and how it affected your campaign’s performance.
Choose the most effective version of your ad to ensure you are getting the best results.
A/B Testing, a process in the long run
A/B testing is a process that never ends.
The ideal process for ad optimization is:
- First create tests
- Collect data
- Make decisions
- Learn from testing
- Optimize, incorporate the knowledge gained in your following campaigns
- Continue testing
Once you have learned from testing, use that leverage for your future campaigns and start new experiments.
Test campaigns are a proven strategy for customer acquisition, profitable in the long run. For you to have a greater conversion optimization, you’ll need a team handling your marketing development and design.
To test rapidly and effectively you will also need to collect enough data (sales, conversation and clicks rate) by acquiring new customers every month in high numbers (100 of them).
For smaller companies, the process will take longer, small wins require more time to achieve.
Avoid testing everything and anything on your website.
Start by collecting important qualitative costumer insights. Predict how you could improve your ads and website. Use the data you collected from your analytics to brainstorm and find solutions to change your consumers’ behavior.
The A/B tests will give you the final results and confirm or not your prediction. It will help you improve your conversions.
Improvements you will get from A/B testing are mostly small wins. But you can easily double your growth if you keep on refining your ads.
Do not forget, a website page is not something static; it’s something you can play with. It’s a constant evolving space that can be tested and re-tested over and over again. This is the only way you could improve it over time.
By experimenting your website and ads, you’ll build a powerful strategy for your business. Improvements adapted to your customers will help you deliver a meaningful experience. This is the key to success.
Online marketers today have the same main objectives: to improve the customer experience at a low cost with limited risk.
How can they opt for the right customer acquisition opportunities without having to spend an excessive budget or investing in the wrong channels?
With A/B testing, you’ll be able to determine which variation of your marketing message provides you with a higher ROI.
If you need more information regarding the A/B testing process, or if you’d like to optimize your campaigns, check out Mataris’ services here!