It’s common to see many firms use a large sum of money for their web promotions, but not acquiring enough conversions to consider its worth. AB Tests would be the solution for these cases, which could dramatically increase your CVR and lead to further success. This applies especially to firms in the nations which tend to use landing pages when promoting their campaigns (such as Japan).
“I’ve heard of AB Test, but I don’t exactly know the benefits from it”
“How do I implement it to my marketing campaigns effectively?”
If you’ve had questions like above, please read on! Let’s go over the marketing technique, and how you could attain higher success rates from your promotions.
What is an AB Test?
AB Test is a crucial marketing technique, where you compare two variations of the same concept, in order to figure out which one leads to better performance.
In other words, you prepare 2 patterns for one identical page, where you change one specific section and deduce which version would give you the better result.
There’s pattern A and pattern B, hence the name AB Test.
By implementing these tests, you can gain an understanding of how your audience reacts to certain changes, and raise effectiveness for your website, application, etc.
There are mainly 3 methods to implement the test.
1. Rewriting the page content
2. Redirecting to a different URL
For this process, you’ll need two different URLs for the test, one for the original, and the other being the tested counterpart (often called as the Split URL). The user will be redirected to one or the other when trying to access this page, with a probability of whatever you set using the tool like in the previous method.
3. Multivariate Testing
This is mostly the same as the first method where you use the same URL, however the main difference is that there’ll be multiple patterns and changes done simultaneously. By doing this, you can find the best combination of the various components of a webpage.
(Note: Multivariate Testing is considered to be a different technique to AB Test, but it uses the same principle.)
Why Implement an AB Test?
The common dilemma of companies struggling with their marketing strategies, is that even though they want more people to see their campaigns, they would not want to use promotion fees for the wrong audience who have far lower interest. That’s understandable, but at the same, it’s something that is very difficult to fight against.
However, AB Tests allow for you to increase the CVR (conversion rate) without having to use more promotion fees.
By implementing these tests, you can figure out what your audience prefers, and create content that are made specifically for your audience and their objective, resulting in a great increase in CV (conversions) and ROI (return on investment).
What Tests are Effective?
Don’t forget, the main purpose of AB Tests is to increase CVR. However, it does not mean one change is going to lead to an immediate improvement.
Here are some mini-objectives that could lead to the final goal:
- Improving the page transition rate from the top page
- Raise the click rate of the banner
- Decrease the bounce rate from the website
Let’s compare the aspects that would indirectly affect the CVR.
First View and the Page Title
When doing an AB Test, start from the section that users will see when visiting your page.
As this section is where ALL users would be seeing, it provides a big impact on the results. Whether they decide to leave the page, or look for more information through your website would be dependent on this area.
You must also beware of your page title, as it is what visitors will read first, and decide whether it matches with their needs/interest. Keep it simple, clear, and catchy for the audience.
Always keep in mind to try and think like your target users, figure out what they want, as well as what to focus, and for how long, in one page.
CTA (Call To Action) signifies the action that you want the person to take. Examples could be for purchases, bookings, etc.
The CTA buttons are a crucial factor in creating conversions, as it is necessary for the users to click on these to complete a certain action.
Size, color, location, catchphrase, numbers, and the ‘look’ of a button are some factors that you could consider when testing them.
The information that you could provide by just the space within the button is limited, hence it is important to consider the content that will be placed around them. In addition, it is common to see effects that are placed for these buttons, such as wobbles, fade ins, etc.
Cautions when doing AB Tests
There are cases where some aren’t doing these tests correctly, hence be sure to not be one of them.
A common misunderstanding that happens, is that you should test whatever is on your page. That is a big mistake, and often a huge waste of time.
Before testing, always consider the following:
- What is the potential reason that we’re not getting better results
- What can we change in the website
- Who are the visitors and what would they be interested in
Considering these points should lead you to the final answer: “Maybe changing here would lead to a better performance”. By having a ‘hypotheses‘, it will help increase the quality of your test.
Test one section at a time
Having multiple areas changed in one test is not recommended.
For example, let’s say you changed the design of the CTA button, as well as the page title in the first view section. If your CVR increased, congratulations! But you would not be able to identify which of the two was the reason behind your improved performance.
In order to continuously upgrade your content, it is important to understand the causes behind the change in your result. Hence, keep your tests to one section!
When to stop testing
Understanding when to stop testing is also crucial to effectively figure out what works and what doesn’t.
The first point to look at is the number of access to your website.
Although it is thought that around 300 accesses would be enough to give you the general audience data, for AB Tests, the recommended number is 1,000.
It is not uncommon to have situations where until 300 accesses, the pattern A was doing better, but from the 600th mark, pattern B came on top.
However, I’m sure not everyone can use that much promotional fees for the test, so another factor to consider is the CVR (conversion rate).
Even if you may have difficulties waiting until the 300th or 1,000th access, please try at least until the 100th. If the CVR was 3% previously, but is now 7% after the 100th mark, you can accept its effectiveness, and vice versa.
In this case, what you shall be comparing is the difference in CVR compared to before the test.
If the difference was more than ±3%, the result could be accepted and you can end the test.
Which Tool Should you Use?
There are many tools that could help you perform AB Tests effectively, but the following two are some of the most trusted. Find one that you prefer, and begin your improvements!
The service from Google does the test by creating HTML. It also allows you to link your analyses with Google Analytics, hence it offers a wide variety of data that you may never have known before.
Optimizely is the most used service globally, when performing AB Tests. You can create the tests straight from your dashboard on the web, and it also has an abundance of analyses tools at your disposal.
Not to mention, it has an application made for it too, creating great accessibility.
Using more on advertisements when your content isn’t proving to be effective, is not a great idea at all. In order to increase repeaters and conversions, you must continue to upgrade your website by testing and making improvements.
By using the information discussed above, make today your first step into the journey of effective AB Tests!