You may have two lines of thought on your offers or homepages that you want to show your customers. However, you are not too sure which one will work best for you. What could you do? The answer is simple: Use something that we refer to as A/B Testing. To do this we would, for example, create two separate homepages and then 50% of your site visitors would be shown one homepage and the other 50% would be shown the other homepage. We would then research to find out where each of those visitors to your site went; did they just jump straight off the homepage and buy something – or perhaps they called you? In using such information we can work out statistically which of the two pages would work best both for your website and your business. Conducting A/B testing can prove to have a positive effect on your business thereby increasing your profits. It would show what your customers are looking for and therefore your website would be designed to work to the best advantage for your business.
A tangible return on investment
A simple ratio for the conversion rate for an e-commerce site is the number of sales per one hundred visits. If your site has an average of two sales per hundred visits, your conversion rate is 2%. By raising this conversion rate from 2% by a further 0.5% to 2.5% it would mean a 25% increase in sales. This increase in the conversion rate is readily achievable with well-designed A/B testing.
What to test
We will spend time in getting to know your organisation, your customers and your products so that we can design our tests to see the highest potential. Elements that are typically tested include:
- The call to action’s message, style and placement
- The wording and tone of headlines and product descriptions
- Form’s length and types of fields
- Layout and style of website
- Up-sell & Cross-sell
- Pricing and promotional offers
- Images on landing and product pages
- Length of content and text on the page
Learn more about your customers
The analysis carried out during the testing phase can reveal advantageous information about potential customers. Different visitor types may prefer different content. This knowledge can be used to create a personalised customer experience, increasing average order values and repeat business.