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Increase Conversion Using A/B Testing Method

Every web marketer’s ultimate goal is to increase the traffic to a site and increase the conversion rate. Certainly, traffic and conversion rate are the key performance metrics used to determine a website’s success, survey, landing page, lead form, email, etc. Even the most minor modification you make on any of these have the potential to affect your conversion rates.

A/B testing enables you to know which modification brought the best conversions and thereby optimize the conversion rates and increase the bottom line of your business. This blog provides you with detailed information about A/B testing, how it helps increase conversion rates, and how you can use it to quickly improve your conversions.

What is A/B testing?

In the web world, when each visitor visits your site, you get an opportunity to expand your business a little bit more. You are presented with a chance to attract new customers and build strong relationships with the existing ones.

You want your visitors to take favourable action. This can mean subscribing to your newsletter, buying from you, downloading your ebook, engaging with your blog, etc. For this, you need to optimize your web elements like landing pages, emails, CTAs, etc., to suit their preferences. This is where the role of A/B testing comes.

A/B testing is the technique of comparing two versions of digital marketing material like a website, survey, landing page, lead form, or email against each other to determine the best performing one.

In this method, two variants of the chosen web element are shown at random to two user groups. Then, a statistical analysis is done for determining the best performing variation. This is done to optimize the web element for increased conversions.

Performing an A/B test lets you know the variant that brings higher conversions. By getting to know the winning variant, you can optimize your site for better results. Thus, A/B testing provides you with a good comprehension of your users and lets you make data-based decisions. So, it takes the guesswork out of optimizing your digital marketing materials for generating increased conversions.

How does A/B testing help improve conversion rates?

Image via NotifyVisitors

Online businesses of different kinds face various issues that affect their conversion rates. For e-commerce stores, it may be a high cart abandonment rate; for media and publishing houses, it may be low viewer engagement; for SaaS firms, it may be lesser use of their apps; and for B2B businesses, it may be the lower generation of qualified leads.

Conversion metrics like these may be affected by some common issues like drop-offs on the payment page, poor placement of web content on web pages, use of unappealing CTA or fonts, etc. Here are how A/B testing can help you handle these issues and increase conversion rates.

1. Solve Visitor Pain Points

People enter your site to achieve something they have in mind. It may be to buy a product, know more about your service or product, learn/read more about a specific topic, or simply browse. Whatever may be the intention, they are likely to face certain common pain points while accomplishing their objective.

It can be a hard-to-find CTA button, a complex copy, or some other thing. These can lead to a bad user experience by hindering the user from achieving their goal. This ultimately affects your conversion rates adversely. A/B testing lets you fix such issues by testing those elements that are likely to cause friction.

2. Convert your current traffic better

Since you need to spend more money to gain new traffic, it is better to make the most out of your current traffic. A/B testing helps you in this regard. It helps increase conversions from your current traffic. For, you will find that, at times, even the most minor modifications can increase conversions significantly.

3. Reduce Bounce Rate

Bounce rate is an important metric for determining your site’s performance. The higher the bounce rate, the lower is your site’s performance. A/B testing can help reduce the bounce rate. By testing different variations of your website’s component, you can find the best possible variant. Optimizing your site on this basis enhances user experience and, thus, reduces bounce rates.

4. Facilitates Low-risk Changes

A/B testing lets you make minor modifications to your web page rather than getting the whole page redesigned. This can lower the risk of threatening your current conversion rate. With A/B testing, you can make minimal changes that can bring maximum output.
These changes can be something like a minor modification to the web page’s copy or a product description or introducing a new feature. A/B testing allows you to incorporate a modification with a predictable positive outcome.

How to use A/B testing to improve conversions quickly?

The following is the structure in which A/B testing is carried out to improve conversions quickly.

1. Choose the Variables

Select those variables that are likely to make a difference. However, make sure that you test only one at a time. It can be your email subject line, CTA button or its placement, fonts on the landing page, etc. You should compare like with like. That is, if it is a CTA copy you are testing, both the variants should be CTA copies rather than their placement or background colour.

2. Decide On Metrics

Though the ultimate metric that you would be focusing on would be the conversion rate, other relevant metrics can be key performance indicators (KPIs). These can be bounce rate, time spent on a page, cart abandonment rate, etc. You should include these too for evaluation.

3. Split your audience

The next thing you need to do is, splitting your audience into two. Let both randomly split groups be of equal size. Your testing tool can take care of the seemingly huge task. Now you can present the two variations each to one group for testing. The group’s size will depend not only on the ability of the tool but also on the nature of the test, such as testing an email headline or web page copy.

4. Perform the Test!

Start testing your variations right away. The testing times need not be essentially simultaneous. Those can be strategic if the testing requires it. For example, if you are testing your emails, you can time them to deliver better conversions. Your test duration can be anywhere from a few hours to a few weeks, depending on the nature of the test.

5. Evaluate the Outcomes

Now that you can perform your A/B test, evaluate your test results based on your metrics. Your testing tool will help you determine the statistical significance of your results. If a variant is statistically better than its counterpart, you can use it for optimizing your web element accordingly. You can now take action appropriately to optimize the campaign piece.

6. Handle failed tests

In case your A/B test yields a statistically insignificant result, you cannot derive any conclusion from that place. In such a case, simply keep the original variation in place. You can also go for testing again with a more powerful or dramatically different variation.

7. Keep testing

A/B testing should not be a one-time occurrence. You should test your web elements again and again. This can help in improving optimization. Rather than working based on assumptions, test every major element of your digital marketing material. And as you test, your knowledge of what works with your audience will keep increasing. Build a knowledge base on this so that you can keep checking back on it in the future.

Final words

A/B testing is the technique of comparing two versions of digital marketing material like a website, survey, landing page, lead form, or email against each other to determine the best performing one. It helps in optimizing the conversion rates and increasing your business’ bottom line in multiple ways. These include Solving Visitor Pain Points, Converting your current traffic better, Reducing Bounce Rate, and Facilitating Low-risk Changes. You should follow the specific A/B testing procedure mentioned in this blog to improve conversions quickly.


Lisa Roberts

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