A/B Testing: How to do it like a CRO Expert
A/B testing is a fantastic approach to improving communication with your visitors and helps make informed decisions about design and marketing. It provides real results through real data, so it undoubtedly is an effective way to increase the conversion rate for your business website. Whether you are designing two entirely different landing pages or doing some tweaks in one, this testing method can help you achieve your goals faster.
There are so many tools for A/B testing which are inexpensive and easy to work with. But having a tool is not enough because as a marketer it is your job to know everything there is to this type of testing. Most people are only familiar with the basics, but with some knowledge, tips, and experience you can become an expert of A/B Testing.
Here are some A/B testing tips that will make you a CRO expert in no time:
1. Test the Tools and Software
Having the best design to have maximum conversion is important and that is only possible when you have the right tool. Not all tools are the same and it is up to you to test different tools to see which one is the best for you. If you have been doing A/B testing for a while now, you must have seen that despite winning A/B Testing some versions do not garner much revenue. Is it possible that they were not best, to begin with because the tool was not adequate? Possibly yes.
One solution is to test one version on two different tools to see the results and analyze the capabilities of the tool. If there is a lot of difference then perhaps it is time to change your software or tool.
2. Avoid Friction
Things that may slow down conversion can cause friction. It is the first thing that A/B testing yields and is often present in many landing pages and marketing designs. To be specific, a form that has too many fields can slow down conversion. If there are too many steps or if the page is too long and too verbose then all these will increase friction and make the user hesitant to click on the call to action. Look for such elements and make necessary changes and then try A/B test. Here are some examples that provide minimal friction.
3. Conduct Interviews
Yes, tools are a great way to go about improving your work but interviewing people who are the target audience can reveal powerful and helpful insights. An expert would always speak with the client and the potential customer. It is the best way to get meaningful feedback. Observing the actual customer can tell you where you need to work more. Prepare questions based on your observations and use the answers to improve the design and make it more customers oriented.
4. Social Media Inclusion
Social media is a key marketing platform now and many people include buttons in their designs without analyzing the effect of these buttons. Depending on the product, it can also affect conversions negatively. People may be hesitant to share some products on social media so there is no use for putting social media buttons for sharing or liking. In case your goal is to get followers for your social media, then including such a call to action is acceptable. Then again you have to test your design to come up with the most compelling one.
5. Do Use AdWords Excessively
It may make sense for you to increase Adwords positions in order to drive more traffic to your website but experts say that it is not a good practice. As a tester, you should test common sense as well. The best way is to test all the assumptions. The difference between positions is more about the difference between the bid prices. You can calculate the ROI and use only those positions that seem effective.
6. Conversion Trinity
Expert CRO’s value the so-called conversion trinity: relevance, value, and call to action. Your goal as an A/B tester should be to make sure you are abiding by the trinity. Your landing page must be relevant to what the user seeks and your strategy has to be consistent. Value is what drives a customer to buy, so it is equally important to offer value. Finally, the most important thing of all is that your user should know what to do next. Your call to action should contain your ultimate goal and there should be no confusion for the customer.
7. Use cheap and simple testing tools
It does not hurt to be cost effective as one is always trying to get the best product for the minimal cost. You can use tools like FiveSecondTest to test your landing pages and campaign design. A/B testing is not about using the latest or the most expensive software out there. Contrary to common belief, complex tools are good but not necessary. You can run designs with cost effective tools and validate results in the browser.
8. Always Have an Escape Available
A lot of testers would say one of the best practices is to avoid escape routes for a customer on the landing page. It cannot be stressed enough that this practice is simply bad for your conversion rate. If you trap a visitor they abandon or close the page. This ‘in your face’ marketing never works as people do not like to be pushed or coerced into doing something.
Whether you are a newbie in A/B testing or have been doing it for a while, it never hurts to get insights from other people and learn from other businesses. If you are a beginner at conversation rate optimization, this article from Smashing Magazine should help you with your first A/B test. It explains this testing technology in a simple and effective ways and provides a route to your testing strategy. Also, you can read about some useful tools to get the best landing page design. The best thing about A/B testing is that it is diverse as you can test your landing page designs or your email campaigns with just one tool.