Marketing involves two important factors: driving traffic to your website and getting that traffic to convert into leads. Traffic is essential to your website, but if you can’t get your traffic to convert, what exactly is the point of it?
One of the most helpful ways to increase leads and profit is by conducting A/B testing.
What Is A/B Testing?
A/B testing occurs when two versions of a website are compared to see which version performs better. Also called split testing, A/B testing uses data and statistics to suggest design changes to improve your site’s form submission rate.
A/B testing is efficient because it removes the speculation from website optimization and leaves you with a definite answer of how a call to action (CTA) performs instead of a guess about how it may perform.
With A/B testing, you can make precise changes to your website based on facts and proven methods. Even if a method is proven ineffective, you still have an answer about whether it works instead of wasting time finding out whether it will perform well.
How to Apply A/B Testing to Your Website
If a car dealership wants to improve their sales lead quality, for example, A/B testing would come in handy to test the CTA buttons on the dealership’s inventory pages as well as changes to visual imagery and layout on the site.
What color are the CTAs? What should the CTA buttons say? Where should they be placed? These are just a few questions that can be asked while conducting A/B testing. This testing will suggest answers based on data and statistics. Then it’s time to test things out!
Process of A/B Testing in a Nutshell
First things first, collect data. Use tools such as Google Analytics to determine where you should begin testing. Google Analytics will show you where your site receives the most traffic and where you’re having trouble converting in areas that can be improved by testing.
Next, identify your goals. They can be anything you’d like, from clicking a button to signing up for email newsletters. With the car dealership website example, if we’re trying to get more conversions for service scheduling, our goal would be to increase form submissions on the site’s Schedule Service page.
Once you’ve collected data, decided what areas of the website you would like to test to improve it, and identified your goals, it’s time to create a hypothesis.
Your hypothesis is a more official statement regarding why you think the outcome of your test will be better than the current version. You want to state what you think will be the result and the degree of effort of the process.
Now that data has been collected, goals have been determined, and your hypothesis has been set in stone, let the testing begin!
While using your A/B testing software, implement the suggested changes, whether it’s changing the color of a CTA button or altering a banner on the home page. Once your experiment begins, it’s time to sit back and watch the data pour in! The user’s interaction with each experiment will be measured and compared to determine which test performs better.
One your experiment is complete, it’s time to examine the results. If your outcome shows a winning number, that’s great. If not, each experiment will always count as a learning experience, and you’ll be able to determine what works and what doesn’t.
Interested in learning more about what A/B tests you can conduct for your auto dealership to increase conversions? Let's talk.
Good luck and happy testing!
—Tina DiSerafino is an SEO Content Strategist at FullThrottle