Using A / B testing to develop your marketing strategies

Businesses, particularly those in the online space, survive through good marketing. A proper marketing strategy is vital for the growth of your online business. Whether you are yourself a web developer or you enlist the services of experts to take care of such matters, it is important to understand the basics of marketing in the online business world.

What is A / B testing?

A good way to develop insightful marketing strategies is through A / B testing. Alternatively referred to as split testing, this method refers to comparing two versions of a web page to see which one performs better, or in other words, which one has a higher conversion rate. A/ B testing can be used to test everything from sales emails to search ads.

Why do I need A / B testing?

A/B testing is beneficial for your online business because it allows you to make more out of your existing traffic. Therefore, you would be increasing your conversion rate (the odds that your visitors will become prospective clients) without any extra investment.

What can be tested through this method?

A / B testing can be very thorough and check everything affecting visitor behavior, from headlines, paragraph text and links to testimonials, media mentions and awards. This depends partly on what kind of test you choose to run, on-site or off-site. With on-site tests, you’ll probably want to focus more on the sales-related elements of your website, whereas for off-site test you’ll probably test an an ad or a sales email.

How does one A / B test?

There are a few steps you (or your web developer) should follow to complete the process of A / B testing. The correct way to run such a test is to follow these steps in the proper order.

  1. First, you must thoroughly study your website’s data. For that purpose, you can use a tool such as Google Analytics to make your work easier. That way, you can quickly identify the problem areas in your conversion funnel.
  2. For this next step, which is observing visitor behavior, you can appeal to tools such as  as Heatmaps, Visitor Recordings, Form Analysis and On-page Surveys, and find what is stopping the visitors from converting.
  3. Based on the data collected thus far, form a hypothesis concerning the increase of your conversion rate.
  4. Test your hypothesis, by creating variations of your website and comparing them to the original. Calculate the test duration by considering the number of your monthly visitors, current conversion rate, and the expected change in the conversion rate.
  5. Draw your conclusions based on the results. If you think the results are inconclusive, repeat the test. If not, inform all concerned parties of the test results and newfound insight.

Finally, it is important to remember that A / B tests should not be a singular occurrence, but a part of a routine aiming to develop your marketing strategies. If done right and regularly, they represent a wonderful tool that helps your website grow and prosper.

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