You may have two thoughts on offers or homepages you want to show your customers, but you’re not too sure which one will work best for you. What do you do? The answer to this is simple: A/B testing. To do this, we would create two separate homepages, for example, and then 50% of your site visitors would be shown one, and the other 50% would be shown the other. Then, we would see where each of your visitors went on your site, or did they just jump straight off, did they buy something from you, did they call you? Using this information, we can see, statistically, which page works best for your website and your business. Conducting A/B Testing can have a positive effect on your conversion rate, increasing your profits – it will show you what your customers are looking for so you can do more of it
A tangible return on investment
A simple choice of conversion rate for an e-commerce site is the number of sales per 100 visits. If the site has an average of 2 sales per hundred visits, your conversion rate is 2%. Raising this conversion rate from 2% to just 2.5% would mean a 25% increase in sales. This increase in conversion rate is readily achievable with well-designed A/B tests.
What to test
We spend time getting to know your organisation, customers and products to design tests with 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.