A/B Testing is a great tool that can be used to increase conversion rates on your website.
It allows you to test different versions of your web pages against one another so that you can compare how they perform and determine which ones produce the most positive results.
Essentially your website traffic is split. Some will be shown the original version of your web page (known as the Control), and the other traffic will be shown the new version (known as the Variation). Visitor behaviour is then monitored via key metrics to see which version performs best.
Tip: A/B tests can include multiple versions (A, B, C, D), don’t be fooled by the name!
In this example we are testing a new design for our ‘Add to Basket’ button, with a new background colour for the button.
This would be a simple test involving a small change to a button and we only have one new version. In this case, 50% of our traffic would see the Control and the other 50% would see our Variation. We then monitor how many clicks each button receives as a key metric to see which button has the better conversion.
Testing your website will reap valuable information about how your site is performing and how visitors are actually using your site. It can save you time and money by allowing you to make well-informed decisions based on facts and figures.
As such we would recommend you test, well.. EVERYTHING! Or at least as much as is possible. The things that you should be testing will obviously be heavily dependent on the type of online business you are running and what your goals are but here are some A/B test ideas to get you started:
If you’re interested in improving your website and want to improve your conversion rates using A/B Testing we’d love to hear from you. We can help you with everything from choosing your A/B Testing tool to analysing your site and creating your test campaigns.