TRANSCRIPT: When you design an engaging landing page that you want to draw in your visitors; coming up with the right messaging, imagery and layout is a big part of the decision-making process and it’s difficult to say if you have put forward the best content that will connect with your audience. That’s where the A/B Testing feature comes in, which allows you to test 2 or more different versions of your landing pages to see which one gets the best results.
With A/B Testing; you can drive a percentage of your visitors to version A and a percentage of your visitors to version B. The differences of each page could be a different headline; less copy vs more copy; a different call-to-action; a different colour scheme for buttons; or it could be an entirely new page layout altogether. But the idea is to see if either version A or page B was most successful by analysing which page got your visitor to the next step in the conversion funnel.
You don’t have to be restricted to choose version A or version B for an experiment; if you want, you can add and compare a version C or version D to ensure you find the best possible version for your page; and to set them up is simple; just go to Manage A/B Tests, and follow the step-by-step guide on the right-hand side to get your experiment underway.
When an experiment has been running for a specified amount of time and you start to see comprehensively which version led to higher conversions; this will give you valuable insights into the type of messaging or creative that works for your visitors; and it is something you can begin implementing into your marketing strategy. Because when it comes to making data driven decisions to steer your strategy; the results are right in front of you; and the data for your visitors behaviour is showing you where to be proactive and where to make a better user-experience for them.
There has been conclusive studies done on AB testings, which shows subtle tweaks across different versions of your landing pages can have a significant impact on converting your visitors. And I don’t mean 2 or 3 percent difference; studies have shown that displaying different copy can impact conversions by more than 100%, or by adding an image to your contact form can have an impact of over 60%; How awesome is that? but then another question could be, “what image is more effective?”
So remember; always try, test, tweak. You need to start somewhere so I encourage you to get familiar with AB Testing sooner rather than later; and it’s so simple to use.