The key to a successful website is much more than an aesthetically pleasing design. It’s critical that you ensure that your site is designed with conversion rate optimization (CRO) in mind, helping your customers take the desired actions. A/B testing is an important part of this process, allowing us to determine which versions of the website are performing better.
The reality is that seemingly small changes on your website can have a significant impact on your overall leads and sales. So, once your new website is launched, the design is just beginning to be finalized. We use split-testing to measure real user data and see how people are responding to each of the pages. Then, this data gives us valuable insights about the ways we can optimize the pages for the best results in the future.
Why A/B Testing Is a Must for Website Optimization
Does A/B testing make much of a difference? Yes! You want to dial in conversion rate optimization (CRO) to ensure that you are bringing in the most revenue from your online marketing efforts, and split testing shows you what is actually working.
The nice thing about A/B testing is that you can improve the performance of your website through small tweaks, without the need to redesign the entire website. We make sure that you are getting the best ROI possible from existing traffic. This testing allows us to improve user experience and help people find what they are looking for, which in turn boosts your sales.
Landing page testing helps with lead generation so that you can maximize the value of each visitor that comes to your website. This information provides the insights that you need to understand what your website visitors are really engaging with.
What Should You Test to Boost Conversions?
There are many different elements of your website optimization that can be tested. Some of our strategies include:
- Headlines and Copy: Different wording and tones can impact how long people stay on the page. We also test headline lengths, keyword use, fonts, colors, and placements.
- Call-to-Action (CTA) Testing: It’s important that your website visitors know the next step they should take, which is where call-to-action (CTA) testing comes in. We test the placement of the CTAs, including the button design, wording, color, size, and more.
- Images and Videos: In addition to the wording on your website, we want to make sure that the images and videos are in full alignment with your branding and messaging overall. Different types of images can be tested as part of your conversion rate optimization (CRO), including lifestyle vs. product shots, explainer videos, static graphics, infographics, etc.
- Layout and Design: Sometimes adjustments need to be made to the different sections and placement of the content and images within the page. We will test multiple variations, including minimalist vs. content-heavy layouts.
- Forms and Checkout Process: When your customers are moving through the sales funnel, it’s essential to make this process as simple and streamlined as possible. CRO can help to simplify steps and test different fields in the form submission and checkout experience.
How to Set Up a Successful A/B Test
The process of landing page testing using an A/B method requires that you are strategic about the layout and tracking. You will be losing money if you are just hoping for the best. Instead, it’s time to lean into the data, track the results, and adjust the overall layout based on the insights that you discover through this testing process.
The first step is to determine your goal. What is the action that you want people to take when they land on this page of your website? Some of the most common A/B testing goals are to improve clicks, increase the number of signups or opt-ins, or boost purchases.
Make sure that you are using a reputable tool to track your conversion rate optimization (CRO) results. Some of the most popular tools include Google Optimize, VWO, and Optimizely. Split your audience, then run the test based on a predetermined condition (such as a certain amount of traffic or sample size of your audience).
Important note: the only way to isolate the impact of the design details that you are testing is by making only one change per variation. So, adjust one part of the design, test it, and then you can make another tweak before testing again.
How to Analyze Website Performance Metrics from A/B Tests
As the data starts coming through from your A/B testing, these metrics provide powerful insights that will help you improve the design. Make sure that the results you are looking at have significance… not false data based on random chance.
Use this data to find effective improvements that can be made on your page. You can implement different variations using the winning results, helping to optimize UX over time.
FAQs
What is A/B testing, and how does it work?
A/B testing is used for conversion rate optimization (CRO) by testing two versions of an element on your webpage. We track user behavior to see which one is performing better.
Why is A/B testing important for improving conversion rates?
This process makes it simple to make decisions that are influenced by data. The goal is to improve the rate in which website visitors are taking the desired action – boosting engagement overall. CRO helps you skip the guessing because you are implementing things that are actually working.
What are the best elements to test on a website?
Some of the design elements that we recommend testing as part of your conversion rate optimization (CRO) include headlines, CTA buttons, images, forms, and layout.
ARYU Advertising: Your Trusted Source for Website Optimization
If you need help with landing page testing or full website optimization, our team at ARYU Advertising is here to assist. We offer full-service website design and marketing solutions, ensuring that you get the best results with your online campaigns. Contact us to learn more about available services and find the best solutions for your unique needs.
