The only method to accurately evaluate your conversion rates and marketing campaigns is to acquire data straight from your customers. That’s where A/B testing comes in.
A/B testing is the process of comparing two different versions of the same web page, email or other marketing asset, with one varying aspect, that is used to analyse which one is more popular among your visitors. Using A/B testing allows you to distinguish what words; images, phrases and other elements works best for your site.
When it comes to A/B testing, it is beneficial to start on the worst performing pages on your site, as these are the pages that will be doing the most damage to your business.
We will begin by using tools such as Google Analytics to fully understand your users journey around your site. This will help us identify which pages are the least successful and also help us determine why customers are not converting.
Multivariate testing is another common phrase you are likely to come across in relation to CRO. As mentioned above, A/B testing involves individual experiments, each looking at one differing element. However, multivariate-testing compares a higher number of variables, often involving over 20 test pages running simultaneously, thus revealing more information about how these variables interact with each other. One major advantage of using the multivariate test is that a much clearer picture emerges of which pages are performing the best, and which elements are responsible for this success.
You should not let the differences between A/B testing and multivariate-testing make you believe that the two are complete opposites. Instead, we think of them as two conversion optimisation methods that compliment each other really well, so pick one or the other, or use them both in unison to help you maximise the potential of your site.
Before developing a marketing strategy, is is important to conduct a situation analysis to determine the current health of your business. This will include a complete overview of your current digital strategy, which will help us gauge a better understanding of what’s successful and what’s not so successful.
Start with what element you want to test. It is important to make sure the component you are testing is relevant to the metric you wish to improve. For example, if you wish to improve the organic traffic to your website, focussing on an element that impacts SEO, such as content, would be a good place to start.
What are you hoping to achieve with your A/B test? For example, some of the most common goals for a business are an increase in sales, conversion rates, increased traffic, time spent on pages, sign ups and lead generation.
Tests that are conducted properly will not have a harmful effect on the performance of your site. The test is only run for as long as we need to retrieve a significant level of data. This means that we follow Google's best practices and guidelines; this makes sure that the tests work as they are supposed to.
Once the test period has finished, we will analyse the results to determine if your set goals have been met. A positive result is a good sign that the changes made were beneficial to your site. If the results are negative you shouldn’t be too disheartened. A negative result can help us learn more about what your visitors prefer.
Whether the results end up positive or negative, we can draw conclusions based on what worked or not. Once you gain a better understanding of which version of your site your audience liked better, you can continuously test other variants to help maximise your future success.
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