A/B testing is a must-have tool for anyone looking to improve their website or landing pages. It offers a simple, efficient way to check and see which elements are or aren’t working so that changes can improve conversion rates. After all, you can’t optimize your website or landing page for better conversion rates if you don’t know what isn’t doing the job in the first place. It isn’t about whether you need A/B testing, but how you can use it.
What is A/B Testing?
This method of testing website designs is genuinely just as simple as it sounds. You compare two versions of the same thing (website, ad, image, etc.) to see which one gets better conversions or attracts more visitors. This helps provide a real-time gauge of what people want from your website and gives you an instant conversion analysis so that you can put the best optimization efforts to work.
You can use A/B testing on several different aspects of your website or landing pages when you are implementing a conversion optimization strategy. The critical thing to remember is that there should only ever be one variable. Otherwise, you’ll never be able to track what is truly working best.
How to Put A/B Testing to Work
There are plenty of aspects on a single website that could be used for testing to help improve conversions. However, some elements of the site are going to be more impactful than others. Here are the five most significant ways to put A/B testing to work for your website or landing page:
One of the first things people see is headlines. Make sure that yours catch their attention and give them a reason to continue. In some studies, a simple headline change increased conversions by as much as 6% or more.
You need to make sure that your content appeals to your readers and helps drive them toward the conversion goal that you have in mind. Make sure that you are very clear about your product or service, what it can do, and why people need it. Your sales copy, product descriptions, and other content should be enticing, but also informational.
Sometimes, something as simple as a button color could be ruining your conversion rate. There’s a psychology to colors and designs and their effect on decisions and emotions. Therefore, it can be very beneficial to test variations of any buttons that you have on your website to see what users like best.
Hidden navigation is popular because it’s easy to find but out of the way, which is ideal for mobile devices that have limited screen space. Use A/B testing to try different variations of navigation elements, including drop-down menus, search features, and other tools people use to navigate your website.
Layout and Overall Design
The website itself can be tested on a very generic level. You can change the basic format or layout and test two versions to see which one performs better. Then, once you’ve narrowed that, you can start testing individual elements. However, overall design plays a significant role in people’s conversion decisions.
Testing is a great way to tie up loose ends, find hidden issues, and clear up all the things people don’t like about your website or landing pages. You will be able to quickly implement the best versions of the elements that you test, and your conversion rates could skyrocket a lot faster than you imagined. If you never test, you’ll never know. That’s why A/B testing is a must for any business that wants to succeed online.