What is A/B Testing

Published on by Lewis Crutch

A/B testing is one of the best and simplest ways to improve website conversion rates. It can be used in line with other conversion rate optimisation techniques to get you an ROI you can really boast about. As well as helping to increase conversion rates, A/B testing will give you more of an insight into user behaviour and what content or offers they engage with.

Did you know that, according to Eisenberg Holdings, on average only 1% of marketing budgets are spent on converting traffic while the rest goes into generating the traffic?¹ No wonder so many businesses are complaining about low conversion rates.

Why is A/B Testing Important?

It’s great that you are taking action and looking at ways to increase conversion rates, however don’t make the mistake of assuming what changes will work. Testing, testing and more testing is the key to conversion rate optimisation… You can never test too much.

If you test too many things at once however, you will never know what led to the increased or decreased conversion rate. Test things one at a time so you can pin point exactly what led to an increased conversion rate. This might be slower than making a whole load of changes in one go but it will be the most profitable and sustainable in the long run.

So… What is A/B Testing?

A/B testing does pretty much what it says on the tin… It test variation A to variation B to see which results in the better conversion rate. For example, an ecommerce store selling shoes has their original landing page as variation A and a second landing page that is the exact same as the first however this time it includes a user-generated gallery. This second landing page is variation B. This website will then test these variations for a period of time and at the end will know if this single change has helped to increase their conversion rate.

Here are a couple of elements you could test:

Headings – You may want to test making heading larger and more prominent. You may also wish to test the content of the heading, does it clearly say who you and what you do?

Visuals – People tend to engage more with visuals than text and so test a focused image and even a video on your landing page.

Call-to-Actions – Otherwise known as CTAs, these are what direct a user to the goal you want them to complete. Test different variations such as wording, colours, sizing and placement.

How to do A/B Testing

Make sure to always refer to Google Analytics during the testing period to see how conversion rates are moving between the two variations. At the end of the testing period, refer back to Google Analytics to see the results. If you find that the change has made an improvement, you know to add this change to your other landing pages. If however it doesn’t work, you can tick it off the list and move onto the next change.

What’s the First Element you’d Split Test on ANY Landing Page?