What is A/B Testing and how it works ?
What is A/B Testing?
The success of any business is lead by its customers. If any business wants recognition. It must admire its customers. Also, it must explore opportunities to target new ones. The more visitors a site will get, the more opportunities it can grab to expand the business.
The ultimate goal of a business is to get greatest conversions. Your website visitors must convert into customers. That is how a business can optimize sales and increase its ROI. A business can analyze the conversion rate through optimizing the conversion funnel. The more optimized your funnel is, higher will be the chances of user conversion.
How does A/B test works ?
A/B test is a great practice to analyze what works while running a marketing campaign. But most of the marketers work towards achieving maximum traffic to their website. Hence, in order to attract maximum visitors to your site. A/B test works great to convert your visitors in the fastest and effective way.
An A/B test program must be well-organized so that you can point out the areas that require optimization. Let’s have a look at the steps to create a well-defined and organized A/B testing program.
1. Well-developed research
In order to create a well- systematized AB Testing plan. One must know the metrics of website i.e. the number of users arriving at your site, pages which are driving most of the traffic, what is the bounce rate and so on. You can use analytical tools such as google analytics to figure out the same issues. Also, you can use heatmaps, surveys and session recording tools to derive out the profitable information about your website. i.e. No. of clicks and scrolls, cart abandonment issues.Thus you can have qualitative and quantitative insights into your website. Hence it prepares you for the next step of A/B test plan.
2. Rightful observation
Now, you have collected qualitative data. Next, comes the time to observe it minutely. The analytical tools have helped you to gather useful information. It’s time to analyze it and make useful observations. Use every bit of the data and make a hypothesis out of it. Determine the data whether it will allow you to achieve your desired goals.
3. Create variations
Data metrics allow you to create a variation of the existing version of your page. A variation includes modification in the elements of the existing web page. Forex- You have determined the analytics of a particular element of a web page. i.e. people are not filling up subscription forms. Is it lacking something? Is it asking too much of personal information? If yes, then try and make amends in it.
4. Testing
Apart from AB testing, We have other types of testing methods as well. i.e. Multivariate testing and Split URL testing. Each testing tool has its own functionality. You can use any one of the tools according to your preference. For example, Multivariate testing allows you to make changes in various sections of a webpage. Also, you can create variations for all possible combinations. It is in a way different from A/B test and mostly used by professionals.
5. Use the winning variation
Analyze the A/B test results and use them to achieve the desired goals. It is the final step of A/B testing plan as it reveals the most productive part of the journey. You can analyze the test results on the basis of increase in conversion rate or reduction in bounce rates. Once you analyze the results. Use the results to make a difference.
What can you A/B test?
The ultimate aim of any business is to achieve a higher conversion rate. Infact, conversion rate defines the success of a business. Thus each element of your website must be optimized so that it can influence a visitor.
Let’s have a look at the elements that can be optimized through A/B Testing tools
1. Headlines and subheadlines
The headlines are the first and foremost part of any website that captures visitors' attention. It must define who you are at the core. It must be catchy and attractive. Also, the font size and formatting too must be taken into consideration while creating a variation. You can A/B test the fonts and sizes as well.
2. Body of the page
It is as important as the headline of a page. Body of a website must be in alignment with what you have written in the headline. Your writing style must boggle a user’s mind. Otherwise its worthless to just write down anything you want to write. Content is one of the most important parameters that can convert users into customers effectively.
3. Design and layout
Along with the content of your web page. Design and layout play a major role in letting users decide what they want. Thus you must provide clear information to the users through images and design. The images must be clear and of HD quality. Make sure that your product page must be optimized so that users can understand it easily. Also, it must not confuse user’s mind.
4. Navigation
Navigation is again a crucial element of your webpage. You can optimize it through A/B test tool. Remember that all your webpages must be connected effectively with each other. Also, make sure users don’t lose themselves in the middle of the ill-structured web pages. Arrange the product categories in such a way that solve user’s dilemma instantly.
5. Forms
Forms allow users to get in touch with you. Forms create the foundation of your visitors journey until they finally buy the product. But the utility and functionality of the form vary from business to business. Some business requires small forms and the others might require long ones to capture the leads. Thus you can decide which one suits your preferences. You can use form analysis to know the loophole and optimize the same.
6. Call to action
Call to action has an ultimate bearing on your conversion rate. Once the user buys your product. It will fulfill a business desired goal. A/B testing allows you to test different elements of CTA. So, that you can get the best possible variation.
Conclusion
A/B testing tool is a powerful technique for increasing conversions and revenues of an online business.
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