What is Split Testing?
Split testing (or A/B testing) enables us to test different variations of pages on your website at the same time. (A percentage of visitors see one version and the remaining percentage sees the variation) We can then track the goal of the page; usually being the increased likelihood that they will complete a certain action on the site, such as click through a call to action, or enter a marketing funnel.
Once the testing is complete we choose the better performing variation and make it permanent.
Within webpages, nearly every element can be varied and tested. Marketers and web developers often test:
- Visual elements: pictures, videos, and colours
- Text: headlines, calls to action, and descriptions
- Layout: arrangement and size of buttons, menus, and forms
- Visitor flow: how a website user gets from point A to B
What this means is that you can run tests on different elements of your web pages to see which variation converts visitors to the goal of that page. It never ceases to amaze how the difference in a few words of a headline, or even the colour of a button can change mediocre conversion rates into highly successful ones!
How is this good for me?
The question we should be asking isn’t if you like the design of your website or its pages, the question is do your visitors like it? Split testing is the way we find out what your visitors think. Based on the results of testing elements on your pages, we can improve the rates of visitors clicking through to products or contact information, or even giving you that all-important email address.
How do I get started?
Split testing works best as part of a larger online marketing strategy. Never forget that your website can be so much more than a pretty online brochure; it is an incredibly powerful marketing tool! A proper website marketing strategy will convert visitors into leads, and then it will convert leads into customers.
Isn’t that why you wanted a website in the first place?
If you are interested in implementing a split testing plan for your website, give us a call. We can either teach you to do it yourself, or do it for you.