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How A/B Testing Can Lead to More Conversions and More Business

Marketing isn’t always an exact science. There may be two or more methods to approach any given problem. Each method - each way of doing things -  may have valid points. Let’s say, for example, that you want to test a form that contains eight required fields and a form that requires three. You don’t have to guess at the better approach. You can test them to determine which generates more leads. 

A/B Testing Explained 

A/B testing is also known as split testing. In the case of the example above (or any website change), two different versions are shown to the audience for a set amount of time. You can then make a selection based on which version performs better. 

This approach lets you take the guesswork out of changing or updating your website and enables you to make informed decisions on what works better. When every change is tested and measured this way, it’s easier to make changes that generate positive results for your company. 

When you test one change at a time, it’s easier to understand what affected user behavior. The accumulation of several A/B tested changes over time can have a positive incremental effect. 

The Benefits of A/B Testing

Reduce the Bounce Rate 

If you’re trying to keep people on your site longer, you can look at tweaking font choices,  headlines, or any design variables on the page. Testing one element at a time is essential to ensure you know which changes are making a difference. A/B testing gives you more insight into why people leave and how to correct the problem. 

Solve Your Cart Abandonment Issues

E-commerce businesses know the situation all too well. Customers place items in their carts and then drop before making the purchase. There are many reasons your customers may do this, but analyzing and then tweaking every aspect of the checkout process may result in more sales. It may be as simple as the font selection or colors on the checkout page. 

Improve Conversions

A/B testing will give you quicker insight into what is working and what’s not. You can either incrementally make changes or test two versions to discover the more effective approach. 

Make Analyzing Data Easier

When we compare two changes head to head, it’s pretty easy to determine what is more effective. It’s just important to know the metric you’d like to evaluate (time on site, conversions, bounce rate, etc).

Implementing A/B Testing In Your Marketing

A/B testing your digital marketing materials isn’t hard. It just requires identifying the right metrics to test. The next step is to generate two different versions with a modification to the predetermined variable. Then, you need to leave both versions live for an equal number of visitors or an equal amount of time to see which performs better. 

Once the data is available, it can be analyzed to determine which version will more effectively generate business or meet your goals.

You Don’t Have to Do It On Your Own

Your marketing can be time-consuming, and you may need more resources to do the A/B testing you want. Instead of hiring more employees to take this on, you can bring in a digital marketing agency to run your website design and digital marketing efforts for you. When you choose VisionFriendly.com, you benefit from having a 25-person marketing department working on your initiatives. 

Call VisionFriendly.com today at (630) 553-0000 to learn how we can help you! 

About the Author:



VisionFriendly.com is a Chicago digital marketing agency with over 25 years of experience helping clients nationwide. We have an in-house team of marketers and creatives ready to improve your business’s marketing operations.

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