Be on the Positive side: 5 A/B Testing Rules to Improve
If you take a better look at the eCommerce industry, you’d find two kinds of marketers – one would be those who happily A/B test their websites and the variables and those who live by their gut feeling and consider A/B testing a waste of time. Well, what’s worse is that the former are lesser in number and the latter are innumerable. The latter group understands the need to test their website, but they always have a reason not to. From the test being a time-taking method to we are well aware of what our customers would prefer, they have all kinds of excuses not to experiment.
You should know that about 44 percent companies are experimenting their variables with split testing tools. However, you should know that testing is a crucial method and if you don’t it the right way or make any mistake, you got to spend the same amount of time and using the 7-step A/B testing process.
This blog talks about the 5 A/B testing rules that you can adapt to make no mistakes with your website and its conversions.
Test the market and plan in advance
If you have no knowledge about the market, you cannot be flourishing for sure. This is the first and the foremost rule that gets you started when it comes to optimizing your website and its contents effectively. When you are aware of the successfully evolving marketing campaigns, you can go ahead and complete the tedious yet overwhelming process. Another part of the preparation is that you should always plan your actions in advance.
Bring in your entire team and jot down the points (collectively) that you want to run the test on. After all, you cannot make the changes in the testing plan in the eleventh hour, can you? So, it is better to create the email campaign, make changes in your landing pages, and everything else that it takes for better outcomes in time.
Keep your learning prospects open
Well, you might feel that this comes without even saying, but the importance of learning is only learned when you have already committed a mistake. Moreover, if you are not opening yourself to learning, there’s no point experimenting in the first place. Ask yourself some questions before starting and be aware of the do’s and dont’s that are involved to walk the right steps in the first place. Overconfidence can take you down sometimes, which is not good for you in the first place.
Measuring the important aspects matter
Links opened and the CTA buttons clicked are not the only things that you should be focusing on while testing your web pages, there are other aspects as well. Test your content, images, placement of the CTA buttons, the emails sent and the number of people completed their transactions and so much more.
Links opened and the buttons are old-school techniques, but you cannot completely ignore them. However, be more realistic with the approach and test the aspects that bring in conversions for your website too. So, figure out what those exact goals are. Then test for them.
Give in time to experiment your variables
If you really want to make things work in your favor, you would have to spare time for that. A/B testing or even heatmaps don’t work with a click of the button. They need to time to bring in accurate results. If you want it to be quick, only a small segment of your audience will be able to leave their input while others won’t be able to help. Hence, it is better for you to you to keep the variables live for a certain time-span in order to get enough experiences for you feel like it’s an adequate sample size.
For example, if we take the CTA (Call To Action) and the views that it gets, it is important to make sure that the sample size is large enough to be the representative of the audience. We look at the percentage of people who clicked on the CTA vs. the number of people who saw it. That’s what we call the conversion rate.
Share your insights and talk about testing
Your entire company benefits from the positive testing that you conducted. Hence, you should be talking about the same with your team and others too. As a marketer, you’re closer to your customer base than almost anyone in the company, so you’re in a prime position to share insight into how your customers think.
Look on the positive side of A/B testing and make sure you conduct the experiments every now and then on different variables. Follow the rules and you’d not regret making any mistakes.