What is A/B website testing and where should it be used?
A/B testing or split testing is an essential marketing tool that increases the efficiency of online resources and more. In our case, an A/B test helps increase the conversion of landing pages of websites or online stores. Where else can A/B testing be used besides websites and online stores? First. This is an advertising ad in Google or Yandex with different headings, different descriptions, and different pictures. Second. Run targeted ads with different creatives. Let's see which creative will work better. Third. We call article headings differently, design them and add different clickable images to them, because one heading and another can have different effects on the result of the article, both in terms of search results and clickability. Fourth. Draw covers for your videos with a picture and text. **Fifth. **Audience. When setting up targeted or contextual advertising, we target different audiences and look at the results. In general, you can test everything you can. Today we'll talk specifically about testing landing pages to increase conversions. How to understand that a landing page needs a test and what exactly needs to be tested and how?
- Headline, the so-called offer. After all, when a person visits a website, the first thing he sees is the headline, and if it hits the target: it solves a pain, solves a client’s need, the headline is strong, then he stays on this site. If the title is template, it won't catch on. As a result, the client leaves this site and looks for another. This is the first thing to test. An offer is 90 percent of the success of your landing page and its conversion.
- You need to test the background image. Make a dark background, a light background, make an abstraction, post your completed work, that is, you need to make different backgrounds. One way or another, subconsciously, the headline and background should match the need, product or service that the client wants to use. Testing backgrounds also increases conversions.
- What else can you test on the main screen? Button or its form. Inscriptions on the button: leave a request, calculate the cost, get advice. When you click on it, a window will pop up. Instead of a button, we can add an open form on the side near our header so that a person can see the header and immediately a form containing a call to action. 🔥 Button color. In my practice, red, yellow, green and gold are the most conversion colors. The curvature radius of the button is also important. Square corners or square button. Firstly, it’s not entirely clear what this button is, it’s possibly some kind of block with text, this also happens. Secondly, since childhood we have been protected from sharp corners and we have developed a mechanism in our heads that sharp corners are bad. The rounded button is closer, lighter and easier to perceive; it is clear that it is a button and can be pressed. Sometimes it happens that it’s impossible to fit a round button into the design style, only a square one, but for an A/B test you can see if there are results. I had experience with the round button. As a result, the results were better. What else can you test?
- Number of fields in the form. Usually they ask for your name, phone number, e-mail. As a rule, this takes a long time: write your name, remember your email, switching to English. Accordingly, this may reduce conversion. When designing a form, it is best to ask for only one phone number.
- The number of blocks on your landing page. This is the amount of information you give the user on your site. People like to read blocks quickly and skim. There is no need to immediately shove certificates in there; in most cases, no one pays attention to them. Give more of your work so that the client can immediately see what you can do. When testing, the blocks need to be rearranged, putting the most important ones at the beginning, since few reach the end of the site.
- The next element I recommend testing is the headings on subsequent pages. Each headline should solve the client's problem. If he is interested in the price, write the cost in the title, say 400 rubles per square meter. Then be sure to show your work and indicate their number in the title: “View 96 of our works from the last year.” In the next heading, state the warranty, what warranty you are providing and for what. 🔥 Always add meaningful capture forms; you don’t need to write them randomly, whatever comes to mind. Your task is to solve all the client’s pains. What else could he be worried about? For example, for the deadline, for the payment cycle, for the location. And there are thousands of such examples. In general, friends! Don’t be lazy to do A/B testing, this is a very important point in creating a website. I hope you learn something from this article.