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The only method to accurately evaluate your conversion rates and marketing campaigns is to acquire data straight from your customers. At the forefront of our conversion rate optimisation services is A/B testing, a chance to get that data. One minor change can result in a click, so this type of optimisation can help you understand what sections of your pages have a real impact on traffic, conversions, and other measurable metrics.
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 work 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. At Reposition, we will begin by using tools such as Google Analytics to fully understand your user’s 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. While A/B testing involves individual experiments, each looking at one differing element, 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.
The Advantages
There are many advantages to work with multivariate testing instead of A/B testing.
Understanding the impact of even a single element means a chance to apply that knowledge to a future campaign, and we can help you do it.
Two Methods, One Clear Picture
Whether you decide you need to move forward with A/B testing or multivariate testing is the right choice for you at the moment, we can help. Either option means
Don’t 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 complement 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.
Reactive marketing means trying to figure out what went wrong. Proactive marketing, though, is learning what works, and that’s exactly what A/B testing can do for your company.
You’ve probably heard the test, test, test again mantra, but there’s a good reason for it. It means a chance to understand your customers, what they like, and what’s going to actually increase your conversion rates. If you’re ready to take the guesswork out of that testing mantra, Reposition is ready to help. Our digital marketing team uses the best tools to isolate those elements of concern and turn every campaign into one of power for your company. A/B testing is the way to be proactive about your marketing strategy, and we’re here to help.
Before developing a marketing strategy, it 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, focusing 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. Understanding what you want from the A/B testing before you ever get started can make a huge difference in the outcome.
Tests that are conducted properly will not have a harmful effect on the performance of your site. The test is only in place 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 the tests work as they are supposed to.
Once the test period has finished, we will analyse the results to determine if your goals have been met. A positive result is a good sign that the changes we 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 and what didn’t. 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.
The digital landscape is constantly shifting. How many changes have you seen in your online presence since your company started? It’s time to address that change. Let Reposition dig through your information, build options that will actually work, and analyze A/B testing performance so you can find the winning combination that will move your company forward. It’s time to get the valuable insights you need now, and Reposition can help.
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