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A/B testing is a simple and effective trick to get to know your audience, increase website conversions and make the most out of your online ad campaigns. It's widely available and doesn't need much tech knowledge to be executed, but the results it yields can be amazing
Have you ever felt like you’re just not getting the most out of your online advertising campaigns? Promoting your brand online often does get costly. You can buy thousands of visitors to your website or online store from Google or Facebook, but there’s no guarantee they’ll turn into your subscribers or customers. Online marketers know that in most of the cases they won’t.
That’s basically what they call “conversion rate”– percentage of your visitors committing the required action, which can be anything from app installation, or completing a sign up form to newsletter subscription or actual purchase. The good news is that there are quite a few easy ways to increase your customer base while not spending more on advertising. One of the most underrated, yet effective methods of boosting website conversions is known as A/B testing, commonly referred to as “split testing.”
The Devil in the Details: What Makes Your Visitors Leave
While there’s no general answer to the question of why visitors leave your website, it’s known that details play the most part in your audience performance. Sometimes boosting your conversions can be as easy as changing just a few words in your website title or sign-up form. When Soocial, an online address book, added the magical trigger words “It’s free” they were surprised to find out that they got 28% more clicks on the sign-up button. How did they measure? They conducted a simple A/B test.
Split testing allows you to create multiple variations to your website content, headlines, CTA buttons, element layout (basically any part of your website or landing page), and measure how real people react to the changes. Say, you’ve just finished working on your new landing/promo page, and you want to test two different headlines “Install the best app in your life today” versus “Innovative app for your home”. You can do that by running a simple A/B test. Your website audience will be segregated according to your choice, with one part seeing one headline, and the rest glancing at the other. You may be surprised with how a few words can affect your overall website performance. Still in doubt? Here are some more examples you might find hard to believe.
Red vs. Green Button:
CareLogger’s A/B testing experience revealed that simply changing the sign-up button from green to red increased conversions by 34%.
37signals’ A/B test revealed that “30-Day Free Trial on All Accounts” was a way better headline than “Start a Highrise Account,” and generated a 30% boost in sign-ups.
People want to see faces:
A few separate A/B tests proved that putting human photos on landing pages/websites can DOUBLE conversions. While that’s in no way set in stone, sometimes even a minor change, such as adding a face of your employee to your contact section instead of a simple icon, can do wonders.
5 Reasons to Choose A/B Testing
1) It’s free. There are quite a few online services that let you conduct A/B testing for free. While such tools as Google Website Optimizer don’t have extensive functionality, there are a number of testing platforms that provide a full range of testing services for free, like maxymizely
2) It’s effective. Every test provides you with the data to think about at the end of the day. In the end you’re bound to find out what you’ve been doing wrong the whole time.
3) It helps to get to know your audience better.
4) It helps to keep your online business developing. A/B testing always leads to improvements in your website content and design. It can sometimes even lead you to correcting your whole marketing strategy.
5) It helps you start earning more while keeping your marketing budgets from growing.