Designing your content offers isn’t as easy as it looks. From the wording down to the background, everything needs to be precise to achieve maximum conversion. Although these are seemingly small choices, the way content offers are designed and promoted can make or break a prospect’s decision to engage with your business or entertain your competitor instead.
This is where A/B testing comes in. While conducting A/B tests is a great way to determine which version of the content offer appeals most to your audience, there are some tips and tricks that will make sure you get the most out of your tests. Here are four best practices for successful A/B testing:
Determine What To Test
While there are numerous website elements that you can tweak for your A/B test, such as the colors, font, and messaging, the truth is that it’s very difficult to test all permutations. For starters, your website is most likely made up of several pages and has several components like forms and chatbots. To make efficient use of your time, identify what you’ll be focusing on in your A/B test.
A good place to start is your high-traffic web pages. You can also look at pages that enjoy a decent amount of traffic but do not have the highest conversion rates. You’ll want to test out your headlines, subheads, landing page meta descriptions, call-to-action wording, and the placement of your videos and images. While you’re determining which ones to test, be sure to test only one element at a time so that you’ll have a solid understanding of what contributed to the conversion.
When you start testing, approach it with an open mind. While you may have assumptions on what will connect with prospects the most, only your statistics will hold the answer. Listen to your data and be sure to review them so your A/B testing is as efficient as possible.
Define KPI Assessment Processes
Once you’ve figured out what to test, it’s time to figure out how you’re going to measure your key performance indicators (KPIs) so that you know your tests are successful. Having your website on a platform that provides analytics will be incredibly helpful in helping you gather data. Otherwise, third-party tools are at your disposal to monitor specific goals and measure how they’re performing against your targets.
It’s important to be very specific when defining your KPIs and assessing them so that your data is clear and straightforward. There can be confusing figures, so having outlined KPIs will help you narrow down on what needs to be improved.
Set Up And Run The Test
After defining the parameters of your tests, it’s time to set it up and run it. Each A/B test needs a control version and a challenger version; the control is the existing page or element that is already live, while the challenger is the variation with modifications to the content. The platform you choose for your test will divide your audience indiscriminately between the control and the challenger.
Before running your test, decide on how long you’ll want it to operate. This could be a length of time, such as a week or two, or a page view target, such as six thousand. Ensure that you select a duration that is long enough for the test to develop a pattern.
After the test is completed, analyze the data according to your KPIs and measures of success. Determine which component generated the most conversions. By assessing the performance of the varied elements, such as the clicks gained by a CTA button or the different placement of graphics that brought the most conversions, you’ll determine which element bore the most success.
Once you have your results, you can use these to refine your test and replicate it to fully test it out. Repeated results are the most reliable, so it’s important to run multiple tests after thoroughly analyzing your previous results. That way, you’ll apply it throughout your website and generate more conversions.
Figuring out what produces the best results is the heart of A/B testing. Now that you were able to successfully test out your hypothesis and verify its accuracy, you can modify other elements to boost results and amplify your website’s success. Each component of your website can be optimized to increase engagement and lead to conversions, so with these four tips, you’ll be optimizing your conversion rate in no time.
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