Using A/B testing to Improve Your CRO Efforts
In this feature, we’re going to briefly outline the basics of A/B testing as it’s used in deciding which web page design, landing page call-to-action or email message will provide the best conversion rates. We will also then explain why using an integrated marketing automation platform that automatically tests and chooses these parameters, is a real benefit to marketers.
It is first essential to understand that both Conversion Rate Optimization (CRO) and A/B testing are popular services today simply because of the direct and indirect benefits they offer to a business’ bottom line. The goal, from a web marketer’s perspective, is always to increase the traffic and improve the conversion rate.
Let’s take a look at the definition of A/B testing before moving on: This method, sometimes called split testing, describes the action of comparing two versions of a web page to determine which one performs better; two web pages are compared by showing the two variants – known as “A” and “B” – to similar visitors at the same time, and the one that provides a better conversion “wins.”
Prior to deciding which element will yield the best conversion rates, you should go over your landing pages and scrutinize your call-to-action buttons to determine if they stand out from the page, if they’re easy to recognize as buttons and whether they’re merely there as part of the design. Use your observations to come up with new ideas for new buttons, designs or targeted calls to action.
Now, moving on to the call-to-action factor…if you went through the effort of creating a killer email subject line, it is an epic “fail” if you didn’t A/B test your CTA because your CTA is the most important part of your email, and you should be optimizing it through your tests. In a nutshell, CTAs should be clear and simple, and a prospect should never question what the next step is in learning more about a company…whether that’s via an email or on a landing page.
Okay, so by testing a user’s response to A versus B, you can see which of the two are more successful. This allows you to adjust and tailor a site’s landing page, content, emails and more, based on performance and user preferences. Going a step further by using a marketing automation platform that provides automatic testing, marketers can easily run A/B tests on an ongoing basis to update landing pages, forms, emails, images and everything else to keep up with changing trends.
Both Google and Amazon have placed a lot of effort and importance on A/B testing. It’s probably safe to say these tests are a contributing factor to their success.