How do you know if you’re not leaving money on the table due to an element on your landing page turning visitors down? And how practical is your website to those customers?
That’s where A/B testing comes into play!
I’ve created this Infographic hoping that it would not only walk you through the complete process of A/B testing, but also provide valuable suggestions for which elements you should test as well as the Dos and Don’ts of A/B testing.
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Data for A/b Testing Infographic
What is A/B TESTING?
A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let’s call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!
Multivariate testing allows you to test many changes simultaneously. It allows you to compare a higher number of variables and determine which combination of variations performs the best out of all of the possible combinations.
Why Should Be A/B Testing?
Only 17% of Fortune 500 companies are using A/b testing. A/B testing allows you to make more out of your existing traffic.
Constantly testing and optimizing your page can increase
- User Generated Content
15 Steps to a successful A/B Testing campaign
- Have a clear A/B Testing plan.
- Have well-defined and measurable conversion criteria for A/B Testing
- Prioritize pages for test on the basis of potential for improvement, Importance and Ease.
- Identify elements to A/B test.
- Create variations of different testing elements.
- Determine whether A/B testing or multivariate testing is appropriate.
- Measure current traffic and conversion rates.
- Define KPI.
- Determine target and conversion goals.
- Determine the no. of scenarios to a/b test.
- Determine the time span to run the a/b testing.
- Install and deploy different a/b testing scenarios.
- Measure results and findings of you’re a/b test.
- Perform updates on findings.
- Conduct follow-up a/b tests.
- Track Improvements.
Important page elements to A/B Test
A/B Test Page Headlines
- When you have written your headline, you have spent eighty cents out of your dollar.
- According to Fospha 90% of visitors who read your headline will also read your CTA cop.
- WriteWork.com experienced 10.56% decrease in conversion by making the “Create My Account” button bigger.
- B2C landing page variant with the CTA below the fold generated a conversion lift of 304%
A/B Test Images
- Test various size of the same image.
- CZ Czech Republic’s second largest eCommerce retailer experienced straight 9.46% increase in sales by increasing the size of the product images.
- Dell tested two images and discovered the larger image outperformed the smaller image.
- 27% decrease in bounce rate.
- 36% increase in conversation rate.
A/B Test USP
- The Long USP v/s the short USP.
- Evernote’s (Remember everything) vs Microsoft OneNote’s (All your Notes on all on your devices)
- Drawing a comparison like KiSSmetrics ” Google Analytics tells you what happened, KISSmetrics tells you who did it.
A/B Test Copywriting
- Content Verve conversion decreased by 24.91% by changing possessive determiner “Your” to “My” in the CTA copy on a forum payment page.
- WriteWork.com – a subscription-based education website achieved 31.03% increase in conversion on a payment page by tweaking the button copy from “create my account” to “Create Account & Get Started”
A/B Test Text Font and Style
- According to a study Verdana, Arial, and Comic Sans were the most preferred fonts at 10, 12, and 14 point sizes, respectively.
- Study by Click Laboratory stated that By increasing the font to 13 pt and giving the lines some breathing room, surprisingly, all metrics improved. This one change resulted in:
- decrease in bounce rate by 10%
- A decrease in site exit rate by 19%
- An increase in pages per visit by 24%
- A 133% (yes, you read that right) increase in form conversion rate
A/B Test Form Length
- Split Test how prospects respond to a shorter form.
- The average survey contains 22 form fields.
A/B Test Color
- Unfortunately, there isn’t a magic formula for choosing the right color, but given the right context and messaging; the color of your CTA can greatly impact the success of your form.
- Yellow grabs attention and creates a sense of low anxiety.
- Green creates sense of relaxation.
- Blue builds trust and creates a sense of security.
- Orange encourages immediate action.
- Red creates a sense of urgency and increased energy.
A/B Testing mistakes you should avoid
- Not having effective a/b testing plan.
- Using very low traffic to run a/b tests.
- A/B Testing too many elements at once.
- Failing to establish KPIs and targets.
- Not monitoring a/b tests whey they’re in progress.
- Not tracking external factor effecting a/b test results.
- Running a/b tests for too long.
- A/B Testing small changes while ignoring big concepts.
- Not measuring the entire conversion funnel.
- Not conducting follow-up experiments.
- Split testing something you can’t actually deliver.
- Split testing something insignificant, that’s hard to quantify.
- Ignoring small gains.