You’ve no doubt heard of A/B testing your website content. The idea of honing in on content that will better engage and convert site visitors is super attractive. Wondering how and where to start?
It may feel complex, especially for small marketing teams that don’t have easy access to technologists, but we’ll break down how you can think about using A/B testing to improve your site and tools and tips for getting started.
A/B testing is the process of comparing two different versions of your website to determine which one performs better. This process allows you to make data-driven decisions based on the results of your tests, which can be much better than relying on assumptions or gut instincts.
Here's why you should care:
A/B testing helps you identify which version of your website or landing page is more effective at converting visitors into customers. According to Wired, when the Obama campaign starting making marketing decisions resulting from A/B testing, they raised an estimated additional $75 million. By making data-driven decisions based on the results of your tests, you can optimize your site for maximum conversions.
A/B testing is a cost-effective way to test different versions of your site without committing to a full redesign. You can test small changes and tweak them until you find the winning combination, rather than investing time and resources in a complete overhaul. You can even automate the process! According to a study by HubSpot, companies that conduct A/B tests are more likely to see a positive return on investment than those that don't.
A/B testing can also help reduce the risk of making significant changes that may negatively impact your conversion rates. By testing changes on a small scale before implementing them across your entire site, you can identify and address any potential issues before they become a problem. This way, you can be more confident in the changes you make to your website and ensure that they have a positive impact on your conversion rates.
A/B testing can provide valuable insights into your customers' behavior and preferences. By understanding what motivates them to take action on your site, you can optimize your site to better meet their needs. For some companies, timely insights like this are vital to keeping up with consumer spending and browsing. Invespcro found that 71% of companies run two or more A/B tests a month.
You’ve been sold on the value of A/B testing, but getting it up and running on your site is another thing. The good news is that there are new tools that make A/B testing on your site easier. You no longer need to be a coding wizard to make it happen!
Webflow's A/B testing feature lets you test variations of your site without writing any code. Just create a variation of your page, and Webflow will generate a unique URL for that page. You can then use Webflow's dashboard to set up the test and monitor the results. Easy-peasy!
Kadence for WordPress offers a similar feature, with its "AB Testing for WordPress" plugin. It allows you to create variations of your site and test them against each other, all from within the WordPress dashboard. You can even set up automated tests that run in the background, making it easier to track changes and optimize your site over time.
By using no-code tools like Webflow and Kadence for WordPress, small marketing teams can level the playing field and compete with larger companies. These tools make it easier to create and test different versions of your site, allowing you to optimize your site for maximum conversions.
You’ll find the internet littered with paid tools that are easy to set-up and deploy on your site with little effort. Here are a handful to consider: Google Optimize, Convert, VWO, Optimizely, and CrazyEgg, and Unbounce.
You don’t need to think of A/B testing as strictly a page-comparison activity and you don’t necessarily need a bespoke A/B tool. Here a few other ways to gain data-driven insights into what makes content more sticky:
Heat maps are visual representations of how users interact with your website, showing where they click, scroll, and spend the most time. Heat maps can help you identify areas of your website that need improvement and can inform your A/B testing strategy.
User surveys can provide valuable insights into what your customers want and what they find confusing or frustrating about your website. This information can help you identify areas for improvement and inform your A/B testing strategy.
Social media can be used to test different versions of your website by sharing links to different pages and tracking the engagement metrics. This may not be as precise as other methods, but it can still provide valuable insights into what your audience prefers.
What’s next? At the end of the day, you need to start considering your site goals and what objective you want to test on your site. Create a testable hypothesis and consider which tool will work best to get a test up and running based on your website and your goals.
And if you need help, contact Tempo today and let us help!