A/B Split Test is a form of marketing strategy which allows you to test the acceptance of an idea or a concept by the general consumers. This is achieved by varying the parameters of the same product and analyzing the reaction from consumers. The best version is one which attracts the highest number of conversions. In online marketing, it is very expensive to acquire traffic, but it can be much easier to increase the existing conversions to a more desirable figure. At the moment, there are many tools, which a local web development company can use the internet to increase your conversions. However, there are several things you can do at a personal level which will guarantee an increase in the number of conversions on your website. We shall share some of these tips with you in a short while.
Before we go into tips on how to increase your website’s conversions using A/B split testing, it is important to understand how this scientific optimization technique works. Laying out a tough A/B split test will allow you to increase your sales by attracting more traffic to your website. In fact, this is the main reason why A/B testing is carried out. The information obtained from A/B testing also provides crucial data about your consumer’s preferences. This eliminates the need to guess what you think your customers would prefer to have.
You can then strategize your branding and marketing methods in different platforms using the information obtained from the A/B split testing. As mentioned early, A/B testing is a scientific optimization, but you need to be aware of other optimizations which use statistics to determine the chances of one variation being superior over the other for the purpose of increasing conversions. Below are the three top scientific optimization techniques that are currently being used to achieve certain online marketing goals.
Types of Scientific Optimization
Multivariate Testing
This is where several elements of a concept are tested simultaneously. This should give you an idea of the pair of elements that can work together on a page. Similarly, it shows which of the tested variations will achieve the business objectives
Experimental
This is a personal research method that aims at an in-depth analysis of particular elements.
A/B Split Testing
This is our optimization technique which involves a simple test on a page being compared against a different element to find out the version with desirable results.
A/B as an optimization method of choice is preferred by many because it has a very small chance of error and it is very prompt. With A/B Split testing, you will be looking to prove that additional changes to your website, serve to increase the number of conversions.
According to a survey conducted by Econsultancy and RedEye estimate that structured A/B testing has helped more than 70% of respondents to increase their conversion rate.
The structure of an effective A/B Split Testing
You now know that A/B Split testing is just a fraction of the whole package of scientific optimization. You must always think about the goals of optimization before setting out the A/B split test. A properly conducted and structured A/B will provide you with measurable results which prove resourceful in improving the rate of conversions.
To properly structure an A/B split test, you must consider a few components as follow;
Measuring website performance.
For you to improve your conversion rates, you must properly measure the performance of your website. This phase will help you answer questions such as what is happening on your site with regards A/B testing. Ensure that your actionable data is retrieved from a Google Analytics.
Under this step, you should also define the objectives of your business. The objectives clearly illustrate to an external party what your business aims to provide in fulfilling a particular niche.
Example; For an online flower store, your business objective could be to increase the number of online sales through the online placement of orders.
Defining the goals of your website.
The goals can be directly derived from the business objectives. By setting out a clear set of goals, you will be adding some improvements to the existing product or increasing the click through rate. Similarly, defined goals act as a check to see if the business is doing well according to its laid out objectives. You can use goals to reduce the shopping cart abandonment rate, and in turn, this will increase the conversions.
Defining Key Performance Indicators
KPI are metrics which enable you to get a better understanding of the progress of your business objectives. Identifying KPIs is one of a sure way of increasing your conversions. Not to mention that KPIs and business objectives are related hence a change in on one of these variants could affect the rate of conversions on your website.
Example; since KPIs set a particular value to the objectives, we can say that for our flowers, we should target to sell 1000 bouquets.
Developing a good hypothesis
A good hypothesis should be actionable and provide insights into your website.
Prioritize your testing opportunities
Although you can test, anything, it is important to have some form of order and technicality. This will ensure that your A/B split test follows some order.
A/B split test for websites is a sure way of increasing your conversions if done right. It is vital to keep in mind the concepts discussed above, and you can always search the web for more tips. Remember, there are many A/B split testing tools which you can subscribe to if you want a shorter way to achieving the same goals. The only difference being that you will have to spend more. For local web development company, the techniques provided above can help you reach a wider target audience in a short time frame and at very low costs if any.
Elena is a marketing manager at Keen Limited SEO Malta. She is also a life coach and helps young adults reach their full potential on and off their jobs. Elena is often hired by small local organizations to boost morale and improve team productivity.