Business does not stand still; in order to stay afloat, you must evolve. The project will begin to deteriorate if you stop this process. Frequently, something must be changed: the assortment must be expanded, the audience’s advertising reach must be increased, the site design must be improved, a new one added, and the conversion rate must be increased. How do you know what these developments will entail in advance?
A/B testing is one of the methods that can aid in the development of web projects. With its assistance, you may test your assumptions and empirically analyze visitor preferences in order to determine whether it is worthwhile to change something or whether it is better to leave it alone.
What is A / B Testing?
A/B testing is a marketing approach for assessing and managing a web page’s performance. This method is also called split testing.
A / B testing tools allow you to evaluate the quantitative performance of two versions of a web page, as well as compare them with each other. Split testing also aids in determining the efficacy of page changes such as the addition of new design elements or calls to action. The practical point of using this method is to find and implement the components of a page that will increase its performance. Note again, A / B testing is an applied marketing technique that can be used to influence conversions, drive sales, and increase the profitability of a web project.
Split testing starts with a review of the metrics of an existing web page (A, control page) to see how it might be improved. For example, you have created an online store. Imagine this store’s landing page with a 2% conversion rate. The marketer wants to increase this figure to 4%, so he is planning changes that will help solve this problem.
What to test?
As noted above, split testing is an applied technique that allows you to influence various site metrics. Therefore, the choice of the test object depends on the goal and objectives that the marketer sets for himself.
For example, if the bounce rate of a landing page is 99%, and the majority of visitors leave the landing page within 2-3 seconds after “landing”, you should think about changing the visual components of the page. A/B testing aids advertisers in determining the optimum page layout, selecting appealing colors and graphics, and employing a readable typeface. And if a marketer is faced with the task of increasing the number of subscriptions, he can try to change the corresponding conversion form. A split test can assist a specialist in determining the ideal button color, text option, number of fields in the subscription form, and position.
Marketers frequently test the following web page elements:
- The text and appearance of the conversion buttons, as well as their arrangement.
- Product title and description.
- Sizes, appearance and location of conversion forms.
- Page layout and design.
- The price of the product and other elements of the business proposal.
- Product images and other illustrations.
- The amount of text on the page.
How to Use Google Optimize for A/B Testing
The Google Marketing Platform Optimization service allows you to simultaneously test the performance of five page variations. You can use it to perform A / B / N testing, which varies from normal A / B studies in that it tests multiple hypotheses at once rather than just two.
The marketer has the flexibility to set the percentage of traffic that is subjected to testing on their own. Two weeks is the minimum test time, and three months is the maximum. The results can be observed in your personal account or received by email.