First thing’s first, when we say A/B Testing, we’re simply referring to testing and comparing two versions of your website’s page (A or B) and see which one performs the best in converting your visitors into customers.
Image from Optimizely
Of course while the concept itself is simple, there is actually nothing simple about it: if you do A/B testing of elements at random, you will simply waste your time and get no results. More importantly, you’ll most likely drop the idea of A/B testing altogether out of frustration and miss out on opportunities to increase your revenue from between 5 to 20%!
How to determine what to test for?
Finding the right elements to test in order to significantly increase your bottom line can be done by a repeatable process:
- Collect insights from visitors and potential prospects
- Determine how to improve the mentioned issue(s)
- Confirm your predictions with A/B testing
Collecting Insights from visitors
Insights from visitors are fundamental to learning about potential issues on your website that you would not otherwise have noticed yourself. While Google Analytics can point which page on your website causes people to bounce off, you need actual qualitative insights to figure out WHY. You can collect such insights with:
- Surveys: the shorter/simpler, the more likely they’d be filled out. Incentives also help.
- Feedback Boxes: A small box that pops up in the corner of the page and allows them to quickly write feedback and submit.
- Heatmapping tools: Watch in real-time what your visitors are doing on a specific page.
- Reach out directly: If you deal with low volume clientele with high buying power, speaking to them directly would definitively be more valuable & helps build your relationship too.
As you collect all sorts of feedback data, try to get deep into the common trends and correlation between all of them to really determine the big issues that are impacting your conversions. Try to aim to collect data from upwards of 30 visitors to really get something to work with.
Determine how to improve the mentioned issue(s)
This is where your marketing team’s think-tank capabilities will come into play. Now that you know WHY people are leaving/not buying/etc, you need to build some hypothesis on how to fix it.
Try to look at other businesses that had similar issues or business model, and see how they handled it for inspiration. More importantly, look at all the angles when assessing the problem and make sure your recommended fixes make logical sense (input from all your key people is important here).
Of course, in the end, you will just be coming up with a theory and you will then test that theory with A/B testing.
Confirm your predictions with A/B testing
Now is finally the time to do A/B testing! By doing the previous 2 steps first, you ensure to spend less time doing tests that yield no results, and more time finding opportunities to fine-tune your website and steadily increasing your conversion rate.
There are a variety of ways to easily perform A/B testing, without having to code and build entire new pages from scratch. At Concept9, our team can get you testing your website’s pages immediately.
Contact us to chat and find out more!