AB tests can help you get more conversions if you use them correctly.
If your site or landing page isn’t getting the conversions you thought it was going to, it’s tempting to scrap the design and start over from scratch. But it’s much more effective to keep the design as is, and modify a separate version of it, so you can test both in a live environment and compare the results.
This is known as an AB test, and is the ideal way to evaluate the best design qualities for conversion, since it gives you a reliable control group. But to perform this test adequately, you’ll need to use the following tips:
- Change one thing at a time. Don’t test two completely different landing pages against one another. Instead, focus on changing just one variable at a time. That way, you can easily narrow down any differences in your results to one key variable, rather than guessing what was responsible for the change.
- Study behavior, not just numbers. Your conversion rate is the most important number to consider when evaluating results, but it’s important to look at user behavior in addition to the numbers. For example, your “A” version might have a higher conversion rate, but your “B” version might have more time spent on page, on average. You can learn from these results.
- Get the timing right. You can’t draw a conclusion with just 10 visitors, but you don’t want to wait until you hit 10,000 visitors, either. Aim for a middle ground to get the most out of each test.
- Think outside the box. This is your chance to test major changes to your design, so don’t get caught up in micro-changes, like font sizes or color schemes. Experiment with total layout changes, or offer radically different incentives.
If you’re ready to AB test your current strategy, or are just eager to improve your conversion rate, contact Quez Media today!
