7 Tips for Improving Your A/B Testing & Increasing Conversion Rates

“We should use the A/B testing methodology a lot more than we do today.” – Bill Gates

The digital world has become highly competitive. Every business competing online wants to be in the top SERPs and have a high conversion rate. If you’re in the same league, then you’re probably be looking for ways to stay ahead of the pack and sustain your competitive edge. And this is why you should be committed to implementing and improving your A/B testing efforts.

Take the Guesswork Out – Strategize With Confidence
A/B testing is perhaps the easiest way for online marketers to optimize their business website for more conversions. But like Bill Gates said, it should be used more often; this tool should be a consistent part of your web optimization strategy.

With the help of this methodology, you can easily eliminate the guesswork and take actions that deliver results in the form of increased web ranking and conversion rates. Using this method, you can try and test changes to your web pages against the current design and implement those that deliver the best results. By measuring the impact of the change you want to introduce on your website, you can make an informed decision and ensure that it will produce positive results. Simply put, it can make a big difference on the effectiveness of your site and conversion rates.

Here are the top 7 tips that can help you improve your AB testing and increase conversion. Have a look:

1) Get Customer Involved
You may have hundreds of A/B testing ideas in mind but instead of wasting your time on trying each one of them, get your customers involved. Ask them to complete a survey about their site usage experience and identify points in the conversion path that they found confusing or unsatisfactory. Besides this, you can also look at chat transcripts and get in touch with your sales and support team to find out the common questions and feedback that site users/customers have. This will help you identify A/B tests that might be the most helpful to implement.

2) Define Your Test Objectives and Opportunity Size
Take time to set your objective. Write down the goals you want to achieve from the test for example: improve user experience, improve site navigation or increase conversion rate. Setting your objective helps you avoid running a lot of unnecessary tests and filter only those that align with your objective. Also, simultaneously evaluate the test’s opportunity size. You don’t want to spend days in testing an idea that has a very low impact. So make sure you identify the opportunity size of the tests so that you don’t end up wasting your time and money.

3) Develop a Hypothesis
Make sure that you create a hypothesis. This helps in defining your next action strategy. Your hypothesis will take the form of an if/then statement. For example, if I change the color of my homepage, then my CTR will increase. Once you create your hypothesis, make sure to choose some KPIs (Key Performance Indicators). These will help you monitor your test.

4) Run Your Test for at Least a Week
Make sure to run you’re A/B test idea for at least a week. However, if you are testing a low web traffic page, you might have to wait for a few weeks and in some cases, even more, to obtain results with statistical significance.

5) Take Action
Once you have your results, sit with your design and development team/strategists and implement the necessary changes ASAP.

6) Practice Constantly
As mentioned earlier, it’s very important that you continue testing your site. That’s the formula of success and higher conversion rates. Here’s why: the digital world is dynamic and continuously evolving. This means what works today, may not work tomorrow. So, you need to make sure you are proactive to take the lead.

7) Hire a Testing Partner
Instead of doing it in-house, outsource A/B testing services. Hire a testing partner for the job (like us 😉 at SPX). This will help you focus more on your core business areas and take your business to greater heights.

You can best optimize your marketing efforts and strategies if you know exactly what works and what doesn’t. Instead of shooting in the dark, commit to A/B testing and implement your new ideas with confidence. Remember what works for your competitor, may not always work for you!

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