In digital marketing, split-testing, also known as A/B testing, refers to comparing two different versions of web pages to assess which is more effective. It analyzes and tracks each web page’s performance to determine which one receives more traffic, leads, and engagements. In short, it aims to identify which has a better conversion rate.
Many digital marketers are doing this testing technique to enhance their website’s effectiveness and ensure that they are not wasting their money on one that does not convert visitors into clients.
Benefits of Split Testing
If you are planning to shift into digital marketing or enhance your online marketing performance, you should consider performing split testing, as this allows you to see a clearer picture of your website performance.
Here are some of the significant benefits of split testing:
1. It can work on any website
No matter what type of website you have, what platform you use, or the nature of your content, you can perform split testing on it and gain insight into how you can improve.
2. It is easy to do and follow
Split testing does not require codes or extreme technical computer skills to perform. You can get your desired results even if you are not a particularly tech-savvy person.
3. It is ideal for low-traffic sites
Testing performance on low-traffic sites can be challenging, but split-testing makes it more convenient and easy to understand. It offers clear distinctions between what works and what doesn’t.
4. It helps increase your ROI
Split testing can give you better returns, especially when using the correct A/B testing tool. It enables you to improve a website that can give you a better conversion rate, meaning higher value and higher turnover.
Essential Things to Consider When Conducting Split Testing
As mentioned, split testing is relatively easy, but you need to follow some techniques to get better results. With that said, here are four website elements that you should consider when conducting split testing:
1. Color scheme
When visitors land on your web page, the very first thing that they will notice is the color of your page. Remember that colors have different psychological effects, so be smart when choosing your color palette. Also, make sure that it complements your branding.
When a person is looking at a website, their eyes naturally land on texts. Since headlines are supposed to be bigger than the content, you should use trigger words that will catch the attention of your visitors. Your headline is also a deciding factor whether your visitors will read your content or navigate away.
3. Offers and Promotions
As a marketer, you should know that people do not read everything on your website. One thing you should do is to highlight important offers and promotions on your web page so that visitors can see them and are encouraged to take action.
4. Call to Action
Fulfill the purpose of your website by bringing attention to your CTAs. To make them more effective, be conscious of how you choose their font style, font size, color, and positioning.
Split testing is an excellent way for you to assess the performance of your website. It helps you pinpoint problems, allowing you to develop strategies on how you can increase your site’s effectiveness. It is also a good investment since it is relatively cheap, and its results help you ensure better conversion rates and revenues.
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