Since years, A/B tests have been used as the basic tool for optimising conversions on a web site. In this age of technology, the result has been best demonstrated by the world’s various tech giants. From a distance, A/B tests appear to be a simple procedure. Suppose there are two identical sites in most cases except for the colour of a particular button. Upon analysis, it is found that the one with the red button converts more than the other one that has a green button. Therefore, such insights provide us with knowledge regarding what works well. At the same time, it also helps us to discover something really spectacular. You can also opt for eCommerce SEO from Brainvire company for your business growth.
The A/B test happens to be among the simplest methods to test various ways to improve the website for generating more conversions. There are six steps for developing, launching and measuring the A/B test for the web site. These are:
Determining The Goal
Before going for a test, it is essential to know exactly what needs to be accomplished. It won’t help if things are vague. If the goal is to increase revenue and improve the web site, it will be tough initially to figure out where to start making the changes. So, it’s better to be specific right from the beginning what actions need to be generated. At the end of everything, a website is an ultimate tool that can help a business grow. The number of clicks or the page views doesn’t really matter unless things move closer to realizing the company’s objectives. Hence, it is crucial first to figure out what metrics need to be focussed on before starting.
Deciding The Page To Test
Once the goal that needs to be accomplished has been determined, the next step would be to pick a page that needs to be optimized. For example, if the priority is to increase the percentage of payouts, the focus should be on the check-out page. You would want to prioritize pages that have the potential of making the most noticeable impact. Even an improvement of a single percentage on a high traffic page is far more beneficial than bigger changes on pages with low traffic.
Elements For A/B Test
You should be clear about the page that you want to be tested. It should also be clear to you what exactly you want to test along with what. This is the reason why testing is so important. There can be variations of elements on the page. Accordingly, a test can be conducted to check what works. A lot of elements can be taken into consideration like:
The copy.
- Form Fields.
- The ‘Call To Action’ text.
- The ‘Call To Action’ appearance.
- The ‘Call To Action’ location.
The list can be endless. It’s up to you to figure out the changes that will impact how users interact with the page. Ensure that you test an element that directly influences the goal you aspire to achieve. An example could be fancy graphics instead of the previous ones to increase the time spent on a page. Changes are necessary, especially if you are in the initial stages of optimizing the site. Visitors need to clearly understand how they can benefit from your site or what they can have by clicking a particular button.
Designing The Test
Once the goal has been set, a particular page has been selected, and it has been determined what needs to be tested. Things are ready to launch the test. First of all, the creative portion of the test has to be determined. It involves re-writing, coming up with a call to action or redesigning of a graphic. Next, the testing platform needs to be selected. If it is the first time, the best bet is to choose the one that can make the test easy to run. To do it without any cost, go for Google Analytics. Conducting the test is free. The only investment, in this case, will be time.
Data Accumulation
Once the test has been launched, allow it to run. It should be for a period that is long enough to collect significant data. It might be difficult for a few since an effective test requires considerable patience. While the test is in progress, check at regular intervals. Just make sure that you do not edit, pause or stop the test till it’s done. To get the best results, it is recommended that a target sample size be determined at least the users with whom you would like to interact before initiating the test.
Implement or Document The Result
No matter what the result might be, some work needs to be done. If the results were inconclusive, be ready to go for the next one. Never render a test useless it doesn’t reflect any immediate change for boosting the conversion rate.
The A/B testing report is easy to interpret and hardly takes any time. It is up to you to decide what is important and what should be included. This test is valuable for understanding the preferences of the audience.
