12 august 2013
Create A/B tests to measure which content or design converts best.
How A/B Testing Works. Of course, in an internet setting, A/B testing isn’t nearly as delicious as it would be at a candy bar factory, but it provides the same results: what do your customers like best, and how knowing this can help you sell the most stuff online. Basically, you have two versions of a page on your website, and an integrated software program makes sure your visitors randomly get one or the other. One page will inevitably have a better click through rate, conversion rate, bounce rate, sales, etc., and that will be the page you use. It sounds simple enough, but the results are an invaluable way of finding out what works and what doesn’t for your site’s visitors.
What kinds of things should you test? Typically, there are certain factors that one tests for in A/B testing, namely: the wording, color, size, and placement of your “call to action” button, the product description, pricing and promotional offers, the website’s layout and style, images, and the amount of text on the page. Be sure to test both versions of the page simultaneously, because waiting too long between tests could mess up your results. For example, you may have had a special offer the week that you tested one version that won’t be there when you test the second version, so in this case the better sales and conversion rates wouldn’t mean that you should pick the first version. You’ll most likely need to test out several things on each page, which is all the more reason to test more than once, but don’t test everything at once! Pick one problem to test at a time.
How should you interpret the results? So how do you actually use the information you get? These A/B tests are designed to tell you what is engaging customers on your website, and what isn’t. So the best way to interpret the results is to listen to them. Sure, it sounds obvious, because the whole goal of these tests is to find out what brings in more new customers. But maybe visitors prefer the round, yellow button, when you thought they would surely choose the square green one. In fact, you think that the green one really is the way to go, because you like it the best. Don’t fall into this trap! Even if you don’t agree with the results, your customers have spoken, and you need to go with the page they like the best and that gives you the best conversions. After all, the customer is always right. While there is no absolute guarantee that changing the product photo or revising and reducing the amount of text will mean a better conversion rate right away, it’s a great place to start, and if you take action you are likely to see ample results over time.
Dynamicweb’s Online Marketing Center makes A/B Testing Easy. So, now you have an idea of how A/B testing works and know what to test for, but maybe no clue how to actually do it. That’s where Dynamicweb steps in: our OMC (Online Marketing Center) makes A/B testing a snap. With just a few clicks you can create and test different website pages. You get results in real time and can see right away which pages are most effective. Want to do another test? You have the ability to set up another test with just three clicks of your mouse. Dynamicweb’s Online Marketing Center does the hard work for you, so all you have to do is decide what you want to test and what things you want to change. Learn more about what Dynamicweb’s Online Marketing Center can do for you.