For every website out there it is important to know how it is performing in terms of traffic, conversion, CTR, etc. You can compare the figures you get from your own website to those of similar websites, and based on that comparison decide on how well your website is performing. But how do you know if it’s the best it can, even if your figures look good?
This is where an A/B test, or ‘multivariate test’ can come in handy. It requires testing periods for two different forms of a specific segment of your website, for instance the colour/size/typography of your ‘REGISTER HERE’ button.
A/B testing is immensely important in optimizing your website. There are countless case studies in which testing of two slightly different images on the for instance a product page could lead to massive differences in conversion. In this post I will summarize some of those cases.
Case 1: “Merry Christmas” or “Happy Holidays”?
A large retailer sent out an email to its list in the period before Christmas time in order to drive more traffic to their website. Their hypotheses was that they wanted to see which subject line would receive the highest CTR. The test was between “Merry Christmas”, “Happy Holidays” and a combination of the two in the subject line.
The results were remarkable, in a random selection of 100.000 customers for this retailer the following results were found:
These results show that a slight change in the subject line of an email can have huge concequences in terms of open/click through rate.
Case 2: Replacing an image with a video
replaced the photo with a picture that sales would increase.
Result: The video helped increase conversions by 12,62%. This tells us that a video on a sales landing page instead of a photo can drastically improve conversions.
Case 3: Showing an image with a desired outcome instead of a friendly image
Dutch prospective home sellers can register to post their home listings with Makelaarsland. This is a three step process and there is a ‘help’ option to the right of the form if you need it. Makelaarsland wanted to see if there wo
uld be a difference in signups if a different image was used in on the right side in the ‘help’ section.
Result: The new image on the bottom, with the man holding a ‘Sold’ sign increased signups by 89%! This picture worked better because it
showed prospective clients the desired outcome.
Start A/B testing today!
I think these cases make it pretty clear that A/B testing is something you should really want to do as a website owner. It takes some time, but in the long run this will definitely help you develop your online presence, and also help you boost conversion!