Congratulations! You
have yourself a website, you’re collecting website analytics and you’re one of
the few lucky ones to already have site traffic. So it sounds like you’re doing great, but
there is a problem. How is your site
conversion? Is it struggling? Is it not performing as efficiently as you
expected? Don’t give up yet…there is
hope.
It doesn’t matter if your site is an ecommerce or a lead
generation, or just an educational site.
Your goal should be to engage the client and get them to perform your
desired action. Regardless of what that
action is, you will get your site to the highest performance with A/B testing. As a result of my research, I have been able
to answer these questions: What is A/B
testing? How to A/B test? What programs help you A/B test?
What is A/B Testing?
Optimizely.com defines A/B testing as:
“A/B testing is a simple way to test
changes to your page against the current design and determine which ones
produce positive results. It is a method to validate that any new design or
change to an element on your webpage is improving your conversion rate before
you make that change to your site code.”
Simply put, you take your existing
landing/home page and create a carbon copy of the LP/HP and change one
element. Then you split your traffic up
evenly and track the results of your Key Performance Indicators. Once you have gathered all the information
and can determine a winner, you then apply the winner of the A/B test to the
permanent LP/HP.
How
To A/B Test?
Start by selecting the element you
would like to test. If you are
struggling to pick an element, you can use the site called www.whichtestwon.com
to view examples of A/B tests that others have run and found success. This can help spur ideas about what you
should test.
Determine what your goals are or KPI’s…the
winner of the A/B test will have to improve the KPI’s. Examples of possible KPI’s are leads
generated, click-through rate, increase in revenue, etc.…
You will then want to split the traffic
to your site, typically by 50% to the two variations of your LP/HP. You don’t always have to do a 50% by 50%
split. Uri Bar-Joseph, from 8
Rules of A/B Testing – The Art in Marketing Science suggests
that you can even do a 95% vs. 5% split. You will just need to figure out the winner
based on the winning ratio.
This is not a one-time process. You will want to continually test and test
and test. Always gathering data, it will
never lie or go on a whim. By
continually performing A/B tests, you will get your site to its peak
performance.
For a more in-depth look at the steps
you can take for implementing A/B testing, I highly recommend 8
Rules of A/B Testing – The Art in Marketing Science. This article details more insights and tricks
to A/B testing.
What
Programs Help You A/B Test?
Two of the more popular software to use
for A/B testing are Adobe Test & Target powered by Omniture and Google
Content Experiments (formerly Google Website Optimizer). They are both powerful tools. Test & Target is a very robust tool that
will greatly assist you in improving your site, however it can be a bit
pricey. Google Content Experiments is
more cost effective but is a bit less robust.
With both of these, you may need some programming knowledge.
Here is a list of the top 45 programs
that you can also use to assist you with A/B testing, presented by Which Test
One.
References:
·
8 Rules of A/B Testing – The Art in
Marketing Science, Uri Bar-Joseph, August 6, 2012, Search Engine Watch, http://searchenginewatch.com/article/2196754/8-Rules-of-AB-Testing-The-Art-in-Marketing-Science
Thanks for detailed explanation of A/B testing and some useful resources. Non IT person like me can get a basic understanding of this process.
ReplyDeleteLove it!
ReplyDeleteThanks for sharing! Very useful guide to learning how to test different website ideas.
ReplyDeleteI love me some A/B testing. Mucho thank you, sir.
ReplyDeleteHow much do the A/B test software cost?
ReplyDelete