A/B testing has proven that even seasoned online marketers often get it wrong. Results are, in fact, hard to predict without A/B testing.
A/B testing is a relatively recent, highly effective, cost-efficient strategy for improving your website’s conversation rate. Sometimes called split testing, this elegant tool allows you to compare the impact of variants of two web pages to similar groups of visitors at the same time. Depending on the nature of your business, the one with the highest percentage of visitors buying a product, service, or for-pay media site wins.
Unfortunately, marketing professionals often incorrectly assume that A/B testing is complex and difficult to implement. In fact, for a minimal investment you can quickly determine the often surprising impact of even small variations in your website’s home page. The human psychology behind why people decide to purchase one brand’s product or service over another is complex; with A/B testing, however, determining the consumer impact of different designs and formats is wonderfully simple.
A/B testing allows you to test conversion rates for things like different designs, colors, images, headlines, written content, and navigational options. Research consistently shows that big improvements in conversion can be achieved with very small changes, even things like minor font size variations or whether to include capital letters in domain names.
Bottom line: A/B testing has proven time and again that even seasoned online marketers often get it wrong. Results are, in fact, hard to predict without A/B testing.
Some basic considerations
We at OWDT will help you create a website that resonates with your visitors’ needs, clearly explains the benefits of your product/service, and creates an easily-understood ‘call to action.’ We also work with you to ensure that your online forms are easy to fill out, request only essential information, and minimize process steps.
With those steps successfully completed, we then launch A/B testing to help you determine things like the single product/service benefit headline that yields the highest conversion rate, etc.
Finally, understand that there are significant variations in the reliability of A/B testing software. To make sure our software is accurate, we begin with an A/A test. That means, in our initial testing, we have controlled against the control to make sure that the software we use yields the same results.
Please contact us at OWDT to learn more about this and our many other services!
