A/B testing compares two or more versions of a page to determine which factors increase conversion and improve the customer experience. Color, imagery, headlines, product content, landing page presentation, etc., can all be evaluated for their impact on conversion rates.
A/B testing or multivariate testing should be conducted for every website and through every step, it must be determined what best impacts conversion rates. This tracking will help optimize the site for a smoother user experience and improve the path to actionable clicks.
What’s important to understand about A/B testing or multivariate testing is that it not only shows which combination of elements generates more revenue or pulls more leads but also reveals which individual elements influence visitor behavior versus those that do not.
1. Test headlines
To test multiple headlines against each other, make certain that the same click source is used, and keep the creative offers identical in all ways except for the headline.
2. Test price
Determining what price will maximize sales of a given product should be a primary concern. It is important to know how valuable the offering is to customers, how much customers can afford to spend, what a competitive price in the marketplace would be, and what price would send the most compelling message.
Sometimes not only will a higher price not reduce demand, but it might even increase it, by helping the audience’s perception of the product.
3. Test the opt-in button positioning to improve lead generation
The opt-in offer is important for gathering prospects’ email addresses, but where the button is positioned on the page will affect how many subscribe. Try placing the opt-in button on the top left-hand side of the page, where people tend to look first. Finally, try split testing an opt-in button on every single page of the site.
4. Test the CTA button positioning to improve online conversions
The CTA offer is important for improving online conversions, but where the button is positioned on the page will affect how many make a purchase. Try placing the CTA button on the right-hand side of the page to see which converts better.
5. Test image positions and content
Placing a product image and content in the wrong position on the page could jeopardize online conversions. Try putting product images in a prime position, meaning above the fold, and include content as well as a CTA. Then test conversions with an image and a CTA but no content to see which performs better.
6. Test language content
Many users visit websites for more information to help them decide whether to purchase anything. Therefore, it’s crucial to aim the content directly at the reader, as often as possible. Try eliminating words like “we” and “our.” Instead, maximize the use of “you” and “yours.” Address the reader directly.
7. Test text formats
Many visitors to the site will scan content for key phrases and words that interest them. Testing different combinations of text will help determine how to achieve the most online conversions. Changing the appearance of copy by emphasizing certain words using bold and italics or having more white space between blocks of text have been shown to improve online conversions. More subheadings or bullet lists highlighting the main benefits of products or services can also compel visitors to read on.
8. Test the pitch
Try testing tag lines in your hero image to see which one performs the best.
Understanding how each site element causes visitors to interact with the site is the essence of a test-learn-repeat process that can be used to synthesize new ideas and continually improve the site’s ability to achieve, and exceed, goals. Implementing these 8 easy tests into your testing strategy will provide insight into improving the customer experience which will directly impact your conversion rates, in turn, your revenue.
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About Kevin Plankey
Kevin Plankey is the Director of Demand Generation for SiteSpect and is responsible for marketing operations to include strategy and implementation of all demand generation efforts: social, email, website, organic/paid media, and event planning & promotion.