Why A/B Testing Is Crucial For Improving Conversions
When it comes to improving conversions on a website, the many factors involved that make a significant impact can be stressful and overwhelming when you are trying to figure out what is working and what isn't. It can also be challenging to find a good balance of testing pages and elements without over-doing it to the point where you are driving yourself crazy or spending too much time on it.
In this article we will cover some of the reasons why A/B testing is so crucial for improving website conversions, and why doing it consistently can make a big difference when it comes to improving sales and conversions. We will also give some pointers for those who may want to implement A/B testing into their business or orgaization.
A/B Testing Explained
A/B testing - also reffered to as split testing - is the process of experimenting with different versions of a webpage or element with the main goal of gathering data to optimize and improve conversions. For example, an e-commerce store than sells items online may have big orange buttons on the main checkout page. It would be a good idea to have two or three versions of the same checkout page - each version having different colored buttons. After a week or so of running traffic to each version it may become apparent that one button color tends to drive more conversions than another.
Believe it or not - sometimes just changing the color of a call-to-action button or changing the font size of some text can make a big difference on how visitors will interact with a webpage. Once you are able to identify what converts best or makes the most positive impact, you can drill down further to make smaller changes to continue optimizing for best results.
Why Does A/B testing Work So Well?
After A/B testing and gathering data, you typically have a more clear picture of how your visitors interact with your website and what keeps them inspired to click through to the next page. Having this additional knowledge can boost your sales and conversions in the long-run, and can even cut down on advertising costs if you are paying for traffic or leads to your site. Without A/B testing, you are missing out on important data that you can use to your advantage. You could be dealing with high bounce rates or low conversions, and without proper testing you have no way of knowing where your visitors are dropping off or losing interest.
Here at Lucid Web Solutions, we are able to provide fully customized A/B testing campaigns and funnels for our clients. If you would like to start A/B testing within your business or organization, please get in touch with us and we would be happy to provide a quote.