Nowadays there is a much higher need for maximising your conversion rates and the retention rate of potential customers, especially if you’re running an eCommerce based website that is your livelihood. There are several aspects to ensuring that your website is aesthetically pleasing and functional, which is why it’s important to make sure you eliminate any variables that could alter the progress of your business taking off and ultimately cause your visitors to have an unpleasant and not ideal experience.
Trying to figure out these variables can be difficult for the most part, as every individual is different and will have differing opinions on what they enjoy, and what is a grievance to them in terms of their experience.
What is A/B Testing?
A/B Testing is the process of having two or more variations of a landing page that are shown at random to a visitor, used for statistical analysis regarding conversions. “Conversions” are not so clear cut, and could be anything such as clicking a ‘Get Started’ button, ‘Add to Cart’ button, or even ‘Contact Us’ button.
You can test almost anything on your website, including headlines, action buttons, links, images, links to social media, and even testimonials.
A/B Testing is quite fluid and allows you to be creative. The variations can be simple or dramatic, such as changing the colour of a button to appear more inviting or warm, minimising the text to appear less bold or intimidating or even removing an image that doesn’t tie in well with the page – whether this be the expression or look of the person in the image.
When designing a website, you need to take into consideration several factors such as the user’s goodwill, previous experiences, patience, and personal feelings. Some people prefer to read testimonials on your website, some don’t, some also prefer a red button, and some would prefer a green button.
The user’s experience lies in your hand, and ultimately you’ll want to try and cater towards the majority to maximise those conversion rates.
What are the advantages of A/B Testing?
There is some scrutiny over the benefits of A/B Testing, but ultimately, it’s an important part of UX design that can have some great effects on your conversion rates if undertaken correctly and if you allow the test to take its course over time.
You may not initially be satisfied with the results, but a good test takes time to gather evidence, so grind it out to the very end as patience is the true virtue here.
Some several key advantages are listed below:
Allows you to determine which landing page is more successful in terms of conversions.
Also allows you to reduce bounce rates/cart abandonment.
Because there is a more favourable web page, this allows the customer to further click around on the website, visit other pages, make future purchases.
More sales = more money, and more money is always better.
Gets clear evidence on what customers like for future testing when introducing new products.
Tests the boundaries and new ideas to see what works and what fails.
The important part to think about with A/B testing is that you can’t impress or please every single visitor, but it will provide some valuable insight as to what a majority of people prefer, although it won’t necessarily provide you with answers as to why they are doing this, so you may want to also consider adding surveys or exit interviews on your website.
Things to take into consideration before implementing A/B Testing:
A/B Testing is extremely beneficial to providing insight to areas of improvement and also areas that are succeeding, however, there are also several things to consider when implementing A/B Testing.
Some websites may already have unique design flaws that are observable, but the beauty of this testing is that you won’t need to make any changes to your original page before testing it against a variant page. Remember, A/B Testing aims to provide a better conversion rate and turning initial visitors to buying customers, but it needs to already have a solid foundation in order to do so.
Things to consider are listed below:
It takes time for A/B tests to provide good qualitative data and can’t be rushed.
Once the test has completed, if you notice one page out performed the other, this doesn’t mean that it will continue doing so. Your tests have to be statistically significant before you can declare it an outright winner.
Don’t dive in head first. Be smart. If you’re using an analytics program, analyse high bounce rates, and find problematic areas on your website that you can touch on in your A/B variants. Also remember to keep using it once you’ve started the test.
If inconclusive, repeat. There’s no harm with doing it again, so just take a step back, construct a hypothesis aimed at increasing conversions and head from there.
Ultimately, every business should aim to implement any sort of testing that is going to increase conversions.
Any opportunity to grow your business is beneficial, and it’s important to remember that these changes don’t happen overnight. They require patience and perseverance, and if you stick to it, good results will come – as long as you’re making sure you stick to the process.