What is A/B Testing?
A/B testing is a way to perform controlled experimentation for your ecommerce website. It involves creating a hypothesis, a control, and a variable. The goal is to test new ideas for your website and see how successful they will be with consumers. This allows you to better implement changes to your website and it can help lead to higher conversion rates.
Here’s why you should use it
There are a number of reasons why you should consider implementing A/B testing into your marketing strategy, here’s a few of the big ones:
Improved Content Engagement - Performing A/B tests allows you to better understand the content that is relevant and appealing to your consumers. This will allow for final versions of campaigns and advertisements to be better for consumers. In turn, improved engagement will also help to reduce important statistics such as bounce rate.
Easy Analysis - It is simple to understand and analyze the results of these tests. You can easily pick out the winner and the loser of the experiment. There are now multiple programs such as Google Optimize, that will link to your company's analytics program to make the process even easier.
Increased Conversion Rates - This is one of the biggest advantages of performing A/B testing. Creating multiple versions of a campaign will easily allow you to see what works and what doesn’t work. This will help to create more attractive campaigns and to convert more leads.
How A/B testing can be used
A service business may want to increase the number of successful bookings that are completed on their website, or may want to increase revenue from additional purchases. To improve these metrics, they may test variations of:
- Homepage search sections
- Search results page
- Additional product presentation
An e-commerce business might want to increase the number of completed checkouts, the average order value, or increase holiday sales. To accomplish this, they may A/B test:
- Homepage promotions
- Navigation items
- Checkout funnel components
A technology business might want to increase the number of high-quality leads for their sales team, increase the number of free trial users, or attract a specific type of buyer. They would likely A/B test:
- Lead form process
- Free trial signup flow
- Homepage messaging and call-to-action
A/B testing is a simple and efficient way to take your website to the next level. This will help create more relevant content and have customers more engaged and focused. There are multiple websites that help create and run A/B testing. If you need any help, let me know.