A/B Testing Agency Overview
What is A/B Testing?
According to Optimizely, A/B testing is:
“essentially an experiment where two or more variants of a page are shown to users at random and statistical analysis is used to determine which variation performs better for a given conversion goal.”
With an A/B test, you usually compare a new variant of a page to the current version. This allows you to determine which changes you can implement to effectively optimise your page and reach your business goals. Because A/B testing is a data driven method, it takes the guesswork out of website optimisation. The changes you make are backed-up by data. This helps to ensure that your changes produce positive results.
For more information and data on how A/B testing works, click here.
What are the Benefits of A/B Testing in Digital Marketing?
The main advantage of A/B testing is that it allows you to make effective strategic changes to your website’s user experience, while tracking and collecting data on the results. This allows you to create and improve your digital marketing strategies as you learn how certain changes impact user experience on your site.
A/B testing can be used continuously to ensure that every update is effective and data driven. The proof is, after all, in the pudding.
A/B testing can help you determine the effectiveness of many components of your website, such as headlines, images, call to action buttons and the overall layout of the page. In short:A/B testing helps you to avoid unnecessary and/or risky changes and also allows you to determine what your target audience wants.
One thing’s for sure – if you are able to satisfy your target audience and provide them with a pleasant user experience, it will generate more leads.
Some of the most prominent benefits of A/B testing include:
- Increased website traffic
- Higher conversion rate
- Lower bounce rate
- Lower cart abandonment
To learn more about these benefits, click here.
The A/B Testing Process
HubSpot walks you through a detailed 15 step A/B testing process.
Before starting with the A/B test you need to:
- Pick one variable
- Identify your goal
- Create a ‘control’ and a ‘challenger’
- Split your sample groups equally and randomly
- Determine your sample size (if applicable)
- Decide how significant your results need to be
- Make sure you’re only running one test at a time on any given campaign
During the A/B test, you should:
- Use an A/B testing tool (please see below)
- Test both variants simultaneously
- Give the A/B test enough time to produce useful data
- Ask for feedback from real users
Finally, after the A/B test has been completed, you should:
- Focus on your goal metric
- Measure the significance of your results using our A/B testing calculator
- Take action based on your results
- Plan your next A/B test
Click here to learn more about each of the steps in the A/B testing process in greater detail.
The Best A/B Testing Tools
There are many great tools you can use to simplify the A/B testing process.
According to HubSpot, the best A/B testing tools are:
To learn more about these tools and how they can make the A/B testing process that much easier, click here.
Our A/B Testing Services
We offer a variety of A/B testing services including:
A/B Testing for UX Improvement
A/B testing allows you to determine what changes you can implement to improve the user experience (UX) of your website.
As mentioned, a positive user experience is important for generating leads. Naturally, if your target audience likes your site, they will stay on it longer, which in turn gives you more opportunity to influence them into making a purchase.
Conversion Advantage offers A/B testing that is specifically targeted to improve the user experience of your site.
Google A/B Testing
A/B testing can also be done through Google analytics. This helps us determine what you can change on your brand’s site in order to rank higher on Google’s SERPs.
Find out more about the Google A/B testing process here.
A/B Testing Ideas
There are a great many things you can test by conducting A/B testing. It’s our job to come up with new ideas on what to test.
Some of the things we at Conversion Advantage test for will include:
- Different ways of getting your brand’s message across
- The focus of your call-to-actions
- Different or more valuable offers
- Potential distractions
- Where your traffic is coming from
For more information on these test focus points, click here.
We will also test the basic things such as your content, visuals, layout, site navigation and more.
A/B Testing Strategy
For A/B testing to be consistently effective, you need a well thought-out strategy that is tailored made for your brand and its business goals.
Neil Patel provides 4 steps to create a successful A/B testing strategy:
- Determine your buyer persona
- Define your goals
- Create your hypothesis
- Document and learn from the results
To read more about this method and its results, click here.
Let us help you create an A/B testing strategy tailored to suit your brand’s needs.
Run an A/B Testing Campaign
Contact us to create an effective A/B testing campaign for your brand and watch it flourish to its full potential.