The Power of A/B Split Testing
A/B testing and multivariate testing are experimental methods for improving website metrics (such as clicks or conversions) that involve publishing slightly different versions of a page and presenting each version to different visitors to see which performs better.
The concept can be overwhelming, especially for a business owner who has other things to do. This blog breaks down the general ideas to consider. Read on:
How does split testing work?
All users would be split into two groups (without their knowledge). Half would see version "A" - the original or control version. The other half would see "B," a new version. At the end of the test period, the pages can be compared to determine the final successful outcome for implementation.
What can you test?
The most important part of planning an A/B test is identifying one independent variable and identifying your goal. The variable can be a feature such as headlines, images, content, buttons, forms, call to action, and more. The goal could be to test for conversions. E.g., Which sales page or landing page receives more conversions?
Split testing benefits.
The main benefit of split testing is to improve your marketing and conversions. More conversions mean an increased number of leads or sales from the same level of traffic. Split testing also helps to improve user engagement as you're actively improving your website to better appeal to your visitors.
When should you consider split testing?
Split testing can occur anytime, especially if you want to grow your business or get a better return on your investment. Consider testing and improving your content as often as possible.
Split testing tools.
One great example is SplitHero, another is Google Optimize.
Clearly, there are many steps to A/B split testing, which can be intimidating, especially if you're not a subject matter expert in web development.
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The basics were covered in this blog, but we have experts on staff to help you through this process.