There is no shortcut to conversion optimization; to be able to come up with a strategy that will work best for your campaign, you need to do continuous testing, tweaking, refining and scaling. Successful landing pages are the product of constant trial and error and in this process there is a lot of room for improvement. And if you have done conversion optimization before you would understand that even a difference of 1% in conversion rates is a huge difference!
The following is a classic example of why even the smallest difference of conversion matters:
Your site has 1,000 visitors with a conversion valued at $100. A 1% conversion rate, you will take home $1000 while a 2% conversion rate will be $2000. Every incremental change ripples into something bigger and brighter.
What is A/B Testing and why is it very important.
A/B testing ensures that marketers will be able to drive these incremental changes to be able to come up with a more suitable conversion optimization strategy; A/B testing is a kind of experiment. Two or more variations of a landing page, of a marketing campaign and other marketing strategy are pitted against a randomized and statistically valid sample. After this comparison, results are recorded and the best variant that drives the best ROI is the version that you would use.
What can you test with an A/B test?
If you are wondering what you can test with this method the answer is absolutely anything. However if you were to test every item, then you won’t get anything done. You will end up testing every element without getting any real results; therefore you should use your common sense and prioritize what needs to be done.
Still unsure what to A/B test? The following elements definitely make sense to use this method of testing:
– Page layouts
– Value proposition
– Videos that explain your product.
– Calls to action
– Sign-up forms
– Copy length
– Headings and subheadings
– Featured testimonials from customers
– Client logos
The main goal of Underwater Audio is to sell their products. Their customers will surely be checking out their catalogue as they look for products; customers will also be looking at reviews to help them decide on their purchases and because of these, webpage scanning patterns are very important. Underwater Audio decided to test out a concept called the F—shaped browsing pattern with the following changes:
– The Underwater Audio team decided to use visual hierarchy on their pages
– The call to action and customer testimonials were placed in the middle to get the most attention. These were thought to be important sales tools.
The results of the A/B testing confirmed the company’s hypothesis. The new layout was far better than the original version with a 35.6% increase in sales. This was the original layout:
As much as possible, use software to run your tests. Manually conducting the test or using an in –house IT resource and Excel could take forever.
There are so many testing software online and these could work for any kind of project, experiment and any kind of webpage sample.
You can easily track your results and develop a custom test if you wish to do so.
There are two different tools you will need to use to implement your A/B Testing, and here is a quora thread that compares both:
Tool #1: Visual Website Optimizer
Tool #2: Optimizely