Regardless of industry or the product you sell, the goal for every business is to create value for customers, because ultimately the more value you can provide, the more likely those potential customers are to convert, which means success for your business.
The trickiest part of marketing is that a lot of it appears to be based on opinion, what might be engaging, whole-some content to one person, may be a complete snooze-fest for another. Meaning whatever you create, will appeal to someone and not to others and that’s just the way the cookie crumbles. Right? No.
There are so many different ways to store and analyse data, but one of the most effective ways to create valuable content that your customers will actually engage with is A/B testing (this can also be referred to as split testing)
Why A/B testing is paramount to creating engaging content.
The why behind A/B testing is the simplest part. Take the guess work out of what you are doing. Even minor changes to font, text placement, images or form fields can have a a massive impact on whether a customer engages with your landing page.
By A/B testing, you can analyse what features work best, whether that ends up being different wording in the header, or different placement of a contact form increases conversions.
From this you can pinpoint specific elements or areas on the page which work best. This doesn’t necessarily mean that one page will be perfect and one will be awful, but you may find a different combination of parts from each, which together will be the winner.
The data might be clear enough and one far out-ranks the other, at which point you can simply put all your energy into further optimising the leading landing page and stop the page which isn’t working. (until you want to A/B test something else. It get’s addictive.)
Key benefits of A/B testing
- Reduce the risk
When you’re making big changes to your website structure, A/B testing can help you understand how customers interact with each version, before you make any big decisions. - Increased your conversions
If you take the time to understand the personas of your customers, you can carefully structure two campaigns to see what works and what doesn’t for that audience. Once you have an understanding of what appeals to your audience, you’ll be able to implement this further, which will ultimately create content which converts your visitors into buyers. - Reduced bounce rates
There is nothing worse than spending time creating content and seeing visitors bouncing from your website. A/B testing allows you to create different versions of the content and elements on the page, which will give you a clear, data-focused answer to what works best for your visitors. The end result of this will be those visitors engaging with your content and converting. - More engagement = more conversions = more sales (Cha-ching)
When you take the time to implement A/B testing properly on your landing pages, you will see the greatest benefit, more sales! As a business you want to create value for your customers, that value will lead to them converting, which will help you reach your main business goal of closing more sales and making more money.
We understand how important A/B testing is, so not only do we use this method on our clients websites, but we use it on our own website ahead of any changes. This gives us accurate data, which provides us a solid answer to what the next best steps are for our business and our online presence, without the guess work.
Take some time to review your website and the way visitors are interacting with your content, if you find your bounce rates are higher than you would like, or you aren’t quite hitting your sales quota, it is probably time to incorporate A/B testing into your marketing strategy. Need a hand? Have a chat with us.
