A/B Testing
Creating an online sales page or email promotion to market your product or service means making lots of decisions: What color should the headline be? Should you use one photo or two? Where should you put the call to action?
The choices can seem overwhelming. After all, you want to make decisions that will deliver the best results. That’s where A/B testing, also known as split testing, comes in.
No More Guessing
Once you eliminate guesswork, “I think” becomes “I know.” Since even the most experienced marketer isn’t going to be right 100 percent of the time, a better strategy is to take your cues from hard data. Charlottesville SEO Web Development can help you split test multiple versions of your sales page, or any other online or email promotion, to determine which one has the highest click-through rate and generates the most conversions. We let the quantitative data speak for itself. Our A/B testing service gives you the ability to fine tune your promotions and maximize your online success.
How to Set Up A/B Tests
Once you’ve determined which marketing piece you want to evaluate, identify the variables. If you can change a component, you can test it.
For example, on a sales page, you may want to test the wording of your headline, the use of graphics, a product description, the location of the call-to-action button, or even the offer itself.
Using A/B testing, you modify one variable at a time, in order to maintain control of the changes influencing the results. Two versions of the same marketing materials (A) and (B) are posted online and shown to visitors in a random fashion. The results are monitored to evaluate performance. The one that achieves the most conversions wins!
Be sure to run the test for an adequate amount of time—from a few days to a few weeks—to achieve accurate results. Once the winner becomes evident, then split test another variable.
You can also test two things to see how they perform in conjunction with each other. For example, initially you might test email promotion A with landing page A, and email promotion B with landing page B. But then you can mix and match, testing email promotion A with landing page B, and vice versa, to see if you get different results. In the end you’ll know which versions were most successful and should be put into real-world use.
The Benefits of Split Testing
With proper A/B testing, you never have to wonder if your marketing materials are optimized. No more relying on hunches or making arbitrary choices. Instead, you get valuable insights into what appeals to your visitors.
The winners in A/B tests can be surprising or even counterintuitive. With split testing you let hard data determine how to market your business in the best way possible.
By evaluating the key variables and optimizing your page based on quantifiable evidence, you can increase leads, sales, donations, subscriptions, registrations, downloads, or any other option that requires your visitors to take action.
Test What Counts
Only run the experiment as long as necessary. Once you’ve gathered enough data to confidently draw a conclusion, implement your decision and move on to the next variable.
Also, just because you can test almost any variable doesn’t mean that you should. Too much time spent testing every little detail isn’t practical if it detracts from time that could be spent producing more marketing materials. For that reason, you’ll want to focus on the components that are most likely to have a significant impact.
Increase Conversions and Profits
Savvy marketers use A/B testing to gain insight into visitor behavior and to improve conversion rates. While the cost of acquiring traffic can be high, the subsequent cost of increasing conversions is minimal. Split testing allows you to make the most of your site’s visitors.
Charlottesville SEO Web Development can help you set up split tests, analyze the data, and perfect your marketing materials. Taking the guesswork out of your marketing could add up to a big boost in conversions and sales. Call 434-284-2840 or use our form below to contact us today. Let’s discuss how split-testing can benefit your business.
