A/B testing (also known as split testing or bucket testing) has been used in marketing for decades. The idea is pretty simple: You take two versions of your marketing material, a website for example, and send it out to two separate groups in your target market.
The first, unaltered version is your control, while the second one will have a variation on only one variable. This variable, which can be anything from the length of the copy to the color of a button, is the subject of the test.
The results between the two versions will speak for themselves, letting you know which version was more effective and successful. (Hint: The more successful one should be the one that gets implemented or is used in the future!) This type of testing ensures that you end up with a final version of your website that is user-friendly and results in conversions.
A/B Testing Best Practices
A/B testing is a powerful tool to make sure your website performs well, but if done incorrectly, it can lead to confusing and inconclusive data. Here are some things to be sure of when A/B testing.
Pick One Variable to Test
You must never try and test more than one variable at the same time. For example, if you have a variation on your original design and you want to test a call-to-action button, don’t change the color and the text. These need to be two separate tests in order to find out which option works better.
Make Sure You Have a Control
Your control or unaltered version, which is option A, is the one that never changes. No matter how many different tests you want to run on your website, your control always stays unaltered. This allows you to have a constant against which to compare the variables.
Make Sure Your Sample Is Big Enough
Your sample is the number of people you use for the test. If the group is too small, your data won’t be accurate. Always ensure you have big enough groups of users and that they are the same size for the control and the variation (A and B).
Run the Test for Long Enough
In order for the data to be helpful, you also need to run the test for long enough. Knowing how long is enough can be tricky, but it does depend on a number of factors. Luckily, there are online calculators to help you with that.
A/B Testing Ideas to Boost Your Conversion Rate
The different things you can test on your website will depend on the design. Just about any aspect can be tested, provided there is a different variation available. Here are some ideas to get you started.
Headlines
The headline(s) in an article or blog post can be tested to see if they are attention-grabbing enough. Variations in length can also be tested.
CTAs
Call-to-actions, whether they are plain text or a button, can be tested to see which copy results in more clicks. Placement, size, and color are also things that you can test one by one.
Body Copy
The tone or length of the body copy on a page can also be tested. Does your audience respond better to shorter paragraphs or simpler language?
Videos
The length of a video, the placement, whether or not it has subtitles or an email collector; these are all individual tests you could run to make your video content more effective.
Links
Does including links on a page lead to more engagement? How about making them bold or a different color?
Buttons
Buttons for CTAs, links to other pages, or submit buttons for forms can all be A/B tested on a number of things: size, color, placement, text, shape, etc.
Awards/Badges
Adding badges to your page to illustrate awards you have won or accreditations you have could boost engagement. Why not A/B test it to find out?
Content Near Fold
Is content near the fold, i.e. the bit of the landing page that’s not immediately visible until you scroll, as effective as it could be? This placement could be bad for some types of content and good for others.
Product Photos
Product photos can also be A/B tested in a number of ways. How they zoom, what background they are on, and how many angles you supply, to name a few.
Reviews
Adding reviews or testimonials are bound to improve your conversion, but A/B testing can help you decide where best to place them or how long they should be. You can also test whether including an image helps.
Social Proof
Links to your social media should probably be included, but you might not be sure where to put them for the best user experience.
Forms
The design of a form, including its button and fonts, as well as the questions and fields, can all be tested to determine the best layout.
Images
All websites have images, but split testing can let you know what size, frequency, or types of photos appeal most to your users.
Layout
Naturally, different layout options for your pages can also be tested. Where things are placed on a page can have a big effect on whether or not your users see them, which can influence your conversion rate.
Navigation
How your navigation is structured, as well as the design, can be split-tested. Placement tends to differ less frequently, but things like whether or not to use a hamburger menu on mobile is a prime example of A/B testing for navigation.
Thumbnails
The size and shape of photo thumbnails can be tested to see which is more likely to be clicked on.
Typography
Naturally, different fonts and font sizes will affect things like your bounce rate and conversions. Test to see which fonts work best for your content.
Header
Your header is one of the first things, if not the first thing, that your users see. This first impression needs careful consideration, and A/B testing can help you determine what type of header will work best for your website.
Icons
Substituting some of your copy for icons can help simplify your website layout, but be careful that your users don’t end up confused. Use A/B testing to determine if you should use icons and which icons work best with your content.
Colors
Color is something of a no-brainer to the A/B test. Colors affect the way people perceive your company, which is why certain industries stick to certain colors.
Short vs Long Copy
Content marketing is veering towards shorter copy these days, but that’s not to say that long-form articles don’t have a place. You can use split testing to determine which type of content your users prefer and which results in more conversions.
Offers
Special offers and competitions have a lot of variables that can be tested; prices, percentages, prizes, and duration are all things that can be refined using A/B testing.
Use A/B Testing That’s Specific to Your Website
Of course, all these ideas are simply examples of the types of things you can test on your website. Ultimately, what you decide to test (or not test) will depend on what you need your website to do.
A/B testing is a crucial step in any website’s user experience design. While plenty of websites never go through this process, you’ll never know just how much more effective your website could be without it.
Implementing your Results With Automation Agency
Once you’ve completed your split tests and determined which aspects you need to change, Automation Agency can help you implement them. Our concierge service plans allow you to gain access to unlimited monthly tasks from our expert team of designers, developers, and digital marketers.
