If your company’s not obsessed with its homepage and conversion rates, it should be! Business websites are often the first point of contact for your customers, with 131 billion searches per month conducted worldwide, and 59% of global internet users managing finances, 48% shopping, and 41% looking for jobs online. Wouldn’t it be nice to know which buttons, colors, links or images on your website earn the most clicks?
One of the best ways to increase conversion rates on your website and make sure it’s running at peak performance is to run some simple A/B testing. A/B tests are a kind of scientific experiment that show two different versions of one piece of content to two similarly-sized audiences and sees which performs better. For example, does your call-to-action “Download a Free Trial!” button generate more clicks in red (A) or yellow (B)?
If you’re ready to run your business website through an A/B test, here’s a few guidelines to get you started:
- Decide What to Test- Focus on one thing you need your business website to achieve. Are you looking to increase tweets of your blog posts, increase sign-ups for your newsletter, or drive business towards your current special offer? You can run tests on placement, content, color, image, headline, hyperlinks, almost anything.
- Keep It Simple- A/B testing is one of the simplest forms of testing, so don’t clutter up your tests by changing too many things at once. If you run two versions of your homepage with differing colors, content and text size, you won’t know which change to attribute higher conversion rates to.
- Measuring- Decide what different outcomes you’ll be measuring. You don’t have to simply measure how many more clicks version A or B gets, you can also measure the effect different versions have on how many people engage more than once, or if one version creates customers faster than the other.
- Promote Your Test- After creating the new content and control for your test and running it through your marketing software, you’ll want to promote your A/B versions to your contacts that match the specific audience you’re testing for. You can send out emails, mention testing on specific social media outlets, blog about it, or even try pay per clicks to make sure enough people see it.
- Keep Testing- Keep testing until you’ve got enough data to be statistically significant. Getting feedback from 10 people isn’t a big enough sample if you typically get 600 visitors per day, and you could need to run your test for up to 30 days. If you don’t get enough people to respond within 30 days, you can conclude that the differences between your A and B don’t really matter and you can move on to testing something else.
Once you’ve finished your first A/B experiment, you’ll see there’s so much more you can test! Maybe you want to run a test during a certain holiday or time of year, maybe you want to run a test by removing elements from your webpage, adding a price badge, or repeating a value proposition X number of times. Treat your business website as an ongoing experiment in optimization and you’ll never run out of ideas for making it better. Contact us to learn more about how you can improve your website and get a free estimate.