How to A/B Test to Increase Conversions Continuously

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A/B testing can continuously improve the most important metrics on your site with a small amount of effort. From collecting data to analyzing results, your website can see some big gains in your key performance metrics.

What is A/B testing

A/B testing is running two similar versions of a page at a time to see which one performs better. It is sometimes called split testing. It’s purpose is to increase your conversion rate or some other metrics on your site. You can do this by using customer feedback and Google Analytics to predict how to improve and use the A/B test to measure those results.

What to improve

To improve your conversion rate, or other key performance metrics, you should first make a decision as to which metrics you want to see an increase in. Checking your current key metrics will help you determine which one to use. You could use your website conversion rate, ROI, sales of a particular product, bounce rate, or overall website visitors. You should pick just one metric per test. If possible, you should also compare your current metrics against the industry standard.

How it works

To begin your A/B test, first use your data and research to construct a hypothesis. You could say, “Changing the color of the main call to action button on the page will increase the conversion rate”. You should also determine a number of visitors required before starting your test. This can depend on your website traffic, but should be a 100 visitor minimum when possible. Then, you create two versions of the page, in which version A has the original color of the button and version B has the color determined in the hypothesis and measure the conversion rate.

What you should test

There are a large variety of things you can test on your site to see if your can get an improvement out of them. Any item is testable, but items that are determined to have a greater impact in your customer feedback will likely create a bigger ROI:

  • headings
  • subheadings
  • testimonials
  • elements on different pages
  • call to action text
  • wording
  • colors
  • images
  • layout
  • promotions
  • navigation elements
  • icons
  • sizes
  • transparency
  • email campaigns
  • other website trends

How many things should you test

Testing one item may or may not give you the results you want. Typically good results are at least a 10% increase. If you test continuously, you can get 10% increases over and over again. This can lead to increased visitors, increased revenue, and increased conversions. You should test only one item at a time so you know which change produced your results. It is possible to do multi-variate testing, which is testing multiple changes at the same time. This can sometimes result in bigger gains, but you have to run a lot more tests and you have the option of losing some elements that were already working well on your site.

A/B testing tools

In order to do concurrent A/B testing, you will need to use an A/B testing tool. There are a wide variety to choose from, and some depend on your website set-up. Here are some common and good quality testing tool options:
Google Content Experiments:
Nelio A/B Testing

Continuous A/B testing

Using continuous A/B testing can provide you with regular increases in your results. Repeated 10% to 20% increases in your conversion rate can make a big increase in your bottom line. You can track and test every element on your website and your entire sales funnel.

It is well worth the time and effort to do A/B testing. Whether testing one item at a time or doing multi-variate testing, you can see really big gains in your results metrics.

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