A/B Testing: Are You Doing It?
A very effective way to increase conversions is to implement a very simple A/B Test. A/B testing, simply put, is testing a control (your current landing page) against your creatives (the same landing pages with different variables). If you are looking to find which design converts better (remember, you need to define your conversion goal i.e. a phone call, form submission etc) you can use two (or three) completely different designs. If you feel like you have a solid design, you can easily test different button colors, placement of buttons, text inside the buttons, removing fields, etc. The problem I see all the time is that we all complain about wanting higher conversions, but we never take the TIME needed to actual test what is going on in order to make better decisions about design changes, implementing new features, etc. At the end of the day, what we think is going to work, isn’t always what will work. What we really need to take into consideration is what and how our customers want and think.
The great thing is that there are tools out there that can help you do A/B testing without having to involve, IT or design. You as a marketer can do it yourself. The following are 3 tools that I like.
1. http://visualwebsiteoptimizer.com/ World’s easiest A/B testing software. This involves some simple java script on the site (so you may or may not have to involve IT for all of 3 minutes), but once you have it installed, a whole new world of dashboard richness opens up to your fingers. Visual Website Optimizer also comes with a free trial for 30 days followed by pricing plans after that.
2. Google Website Optimizer One of the easiest and most used A/B testing solutions in the marketplace today. All you need is your Google account, which is also free. You should definitely be taking advantage of Google Website Optimizer just to familiarize yourself with testing in general, if you are not already doing so.
3. Unbounce easily one of my favorites. This gives you access to tried and true templates that have been used in several testing scenarios. They know what works best. Best of all, this is where you have complete freedom to do whatever you want, without involving anyone from design or IT. You can create landing pages in about 30 minutes. The entire testing model is setup for you, as well as analytics. There is a free trail with this as well, and then a pricing model that follows.
What other testing tools do you use?
28 Days to Better Landing Pages
Each day this month, we will be release a new conversion optimization tip to help you build better landing pages. If you enjoy the information, be sure to check out our Conversion Optimization course which will cover all 28 tips and much, much more. The course is a deep dive into conversion optimization that helps you convert your web traffic into leads & Sales.