Did you know that the prime deciding factor that tells whether or not your website ranking is good is “conversion funnel”?
Yes, irrespective of how much you have spent on creating a good website, the only thing that counts is the total number of visits and the conversions. Besides, in the online umbrella, the total visitors coming on your website counts equal to the number of different opportunities you have to expand your business.
But, the problem is, you are unaware of whether or not your website is increasing or decreasing the conversion rate. No matter how much you love the design of your website, you don’t know what’s working and what’s hurting to the traffic. That’s when the A/B testing comes in!
A/B testing is one of the winning strategies to increase the conversion rate and to help you optimize the website.
Here’s Why You Should Be Doing A/B Testing:
Often, conversion rate gets affected by issues like a leak in the conversion funnel, low page rate, drop off in payment page and more; and it’s not with one business only.
The B2B businesses are not satisfied with the unqualified leads, the publishing houses and media is dealing with the fewer viewers, and the ecommerce stores are struggling with cart abandonment. So, how A/B testing software will help deal with this? Here’s how:
By Resolving the Visitor Issues:
Someone comes to your website with a specific goal in their mind. And sometimes, instead of reaching their goal, they suffer website issues and problems. It could be a confused redirecting or hard to find the CTA button or anything. And, not being successfully able to get what they are looking for creates a bad impression of the website.
This affects the conversion rate and leads to a drop in the visitors. So, check visitorsbehaviour and analysis tools like Google Analytics, sitemaps and more to resolve such issues.
Decreasing The Bounce Rate:
Another thing that you need to look is ‘bounce rate’. And with A/B testing you can test different versions of the website till you find the best one. This will help to boost users experience and also make visitors stay on a website.
Showing Statistical Improvements:
Since this testing method is completely data-driven and there’s no such thing as guesswork, instincts or anything, you can easily choose what’s right for your website. You can make the decision on the basis of click-through rate, a number of requests demo, the time spend on one page and more.
Help You Make Minor Changes:
With the A/B testing, you can make low-risk changes instead of completely revamping the entire page. This also minimizes the risk of losing current conversion rate.
Now that you know how A/B testing can help you, here are the mistakes you should avoid when doing this testing:
Not Planning The Hypothesis:
In the process of A/B testing, the hypothesis is often conducted before the test, and the next steps depend on this. This also covers what you can change, why it should be changed, what are the results and more. So, if you did the wrong hypothesis, the probability decreases.
Testing Different Elements Together:
Industry expert cautions against doing various tests at the same time, as this makes the website difficult to run the issues. This will not help in pinpointing the elements that are influenced by success and failure.
Ignoring Stats:
Whether the test runs success or failure, does not dependent on the gut feeling and random guess. This is more likely not to give any success. So, don’t skip the statistical part.
This will give you valuable data and will also help you plan the upcoming test.
Testing To Wrong Duration:
Running the statistical test for the wrong duration can give an inappropriate or insignificant result. So, depending upon your website traffic and goals, run tests for a definite period of time to get better results.
Also letting any campaign run for a long time can be a blunder in business. For how long you need to run the test depends on things like existing conversion rate, existing traffic, improvements you are looking for, etc.
Testing With Traffic Fluctuations:
If you are running the test when your traffic is fluctuating, you are making a mistake.
Business often ends up running a test on the unbalanced traffic, which gives sham results. Also, it increases the chance of generating inconclusive results or failing the campaign.
Using Low-Cost And Wrong Tools:
Some tools can drastically pull your traffic down to a significant number while others are not even of any use. They are not closely integrated with all other qualitative tools like session recording, heatmaps and more.
Not Considering The External Factors:
Tests should always be done at comparable times to get meaningful results. It won’t be correct to check traffic on days when it reaches the minimum traffic or when it get the highest traffic. External factors are also responsible for traffic fluctuations. So if you are testing at the time of holidays or sales, think over!
Conclusion:
A/B testing if done correctly, can boost sales and traffic, however, if neglected, can hamper your conversion rate.
