To understand how A/B testing can improve conversions, let us first define what it is. Crazyegg describes A/B testing as the comparison of “two versions of your marketing asset based on changing one element, such as the CTA text or image on a landing page. A/B testing lets you know what words, phrases, images, videos, testimonials, and other elements work best.”
It is worth noting that even a minor change can have the biggest impact on conversion rates which is why the process is critical for marketers. So what elements are worth performing A/B testing on?
Call to Action (CTA) buttons
CTA’s play a critical role because they compel your audience to do what you want them to do. And changing even one feature of your CTA can affect conversion significantly. This includes a word, the colour of the button or the text, size, shape, etc. When implementing a change, make sure it’s too one feature only so that you know exactly what made the difference.
Changes to content include the headline, the text in a CTA button, paragraph length, writing in active or passive voice. Content depth is also another element to consider but as Neil Patel says, this doesn’t impact blogs pages only. Landing pages are also affected and a form of A/B testing could be long vs short-form pages.
Description of products
The length of your product description could impact conversion so testing shorter descriptions vs longer descriptions is key. Other forms of A/B testing for product descriptions include the use of paragraphs vs the use of bullet points, emphasizing features vs benefits, etc.
Videos and images
People are visual beings, so the use of videos and images have become commonplace on most websites and sales and marketing campaigns. A/B testing becomes useful when comparing conversion ratios of videos to audio, stock images to original photographs, long infographics to shorter ones, video testimonials to written versions, video to static images, etc.
Marketing emails are some of the easiest forms of marketing to do A/B testing on. You simply create one email for half your audience, and a 2nd version of that email for the rest of your subscribers. If one results in a higher number of conversions than the other, you will be able to identify the features that impacted performance through A/B testing.
So how do you implement A/B testing to improve conversion?
Crazyegg sums up the process as follows:
- Choose what you want to test
- Set goals
- Analyse data
- Select the page that you’ll test
- Set the elements to A/B test
- Create a variant
- Choose an A/B testing tool
- Design your test
- Accumulate data
- Analyse the A/B testing statistics
The data derived this testing process will you crucial insights into what your customers like or don’t like and will enable you to modify the elements accordingly.
[Blog source: CrazyEgg]
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