10 A/B Testing Best Practices for Online Marketers

Did you know that over $10billion is abandoned on eCommerce websites every year? That’s a hell of a lot of money lost!

Now consider that less than 20% of all online businesses actively do conversion optimisation on their sites!

This means that 80% of online businesses are simply accepting that their website performs poorly and are not doing anything to address the problem.

Cart Abandonment

Those companies that are doing conversion rate optimisation see an average increase of over 20% in their conversion rate within the first 6 months of implementing a CRO process into their business.

Hopefully you can see the value now in having your business adopt conversion optimisation as a key part of your business growth!

In order to help get you started we want to provide you with 10 A/B testing best practices that you can use to help get the best results in a shorter amount of time.

1. Identify Blockers First

When starting an optimisation process the first thing to look out for is blockers or problems in your existing site that are lowering your conversion rate.

The best way to do this is to open up your Analytics package and look for any pages that has metrics such as a high bounce rate, high exit rate or low dwell time. This may highlight that there is an issue on the page that is causing visitors to leave your website.

The same is true of your funnel, check your funnel analytics to see if one of your pages has an extremely high exit rate. This could indicate that rather than an optimisation those pages need something fixed!

It’s always great to start by making sure your site is actually working correctly and then you can optimise on-top of this.

2. Get a 360 view of your current performance

Here at Growth Mogul, we find that great optimisation comes from great data.

Without a strong amount of valuable data you will find that your conversion process could very much become a ‘Garbage in, Garbage out’ situation where you are testing the wrong things due to lack of understanding of how your visitors are actually using your website.

Many companies who start a conversion optimisation process complain that they don’t see a meaningful movement in the needle when testing… Upon analysis of their tests we find that they are simply testing in the wrong areas of their site.

We highly recommend considering some additional analytics tools such as Hotjar to get visitor recordings, heatmaps, scroll maps and survey data from visitors to help you address the real concerns of your website visitors to drive a significant conversion increase.

3. Start at the top of the funnel

When looking for the best place to start with your optimisations, we advise businesses taking this on for themselves to start at the top of their funnels.

This is because tests in this area will hit the largest group of visitors to your website.

Analyse those pages at the top of your funnel that are getting the majority of the traffic and come up with ideas to test on how you can drive more visitors into step 2.

CRO Funnel Analysis

4. Segment

Another best practice to consider when A/B testing on your website is to segment your visitors.

This is especially helpful when targeting users from organic search vs paid search or Facebook ads.

Visitors from different sources tend to perform differently when they land on your website and could be a different stages of the buying journey so segmenting your testing and focusing on specific user groups can lead to more effective A/B testing.

5. Value proposition/Headline testing

The value proposition or the headline of your landing page can be a very good place to start your A/B testing as it is one of the first things a visitor will see when they land on your website.

One of the best pieces of advise we can provide is to attempt to hook the user with your value proposition/headline.

Try and address a problem that they have and how you are solving it.

Many headlines do not show how you are going to provide value to the visitor.

Think about the biggest concern that your visitors have, that your business solves… Now test that as the headline of your landing page to see if it increases conversion rate!

6. Call to actions

After your headline and value proposition another great area to test is your Call to Action (CTA) buttons.

Are they visible enough on the page?

Does the copy on the button match the action?

Does the CTA match the copy and value proposition on the page?

Many businesses to CRO start by testing different colours for their CTA and whilst this might deliver a small increase in conversion rate it rarely moves the needle significantly.

Think more about the visitors on your page and the actions you want them to take and think about how your CTA can be positioned and the copy it uses can drive a visitor to click it.

7. Social proof

Potentially one of the most powerful psychological tests you can run is to test the effect of social proof on your conversion rate.

Elements such as reviews, testimonials, awards and number of people who have already purchased can be very powerful in driving conversions on your website.

A/B testing some of these elements across your key landing pages and product pages can often lead to an increase in conversion rates at the top of your funnel.

8. Minimise

Less is more!

We have heard it a million times in the past but many websites are still overloading the pages with distractions.

A great early A/B test is to start removing elements from your site and seeing if it leads to any reduction in conversion rate!

It might not necessarily increase conversion rate, but if you are removing elements and the conversion rate stays the same you are also proving that those elements are not increasing your conversion rate and can be removed.

This could free up valuable space for inclusions that could increase your conversion rate.

9. Pricing

This is often a trickier area to test but we recommend all businesses give it a test at least once.

Price is one of the biggest elements in a buyers purchasing decision.

Whilst in some cases you may not be able to actually adjust the price of your products, you could test concepts such as price anchoring or adding a value proposition close to the price to make it appear more valuable for the price paid.

Essentially you need to make your $10 product feel like it is worth $50 to the visitor so that it becomes good value for them.

10. Think big

Finally, think big!

When we analyse many tests that companies have run before hiring us we notice that the changes they are making are so small you barely notice anything has changed…

These means your website visitors are unlikely to notice them to. Which will result in very small movements in the needle.

Don’t be afraid to go big with your tests.

Go for page layout redesigns and complete copy changes to deliver those large movements in the needle.

Hopefully you will try some of the ideas presented in this post to help move the conversion needle for your business.

Still stuck and don’t know how to drive a meaningful increase in conversion rate for your business? Or don’t have anyone in house who manages this for you? Reach out to us today for a Conversion Rate Optimisation proposal. We are able to provide CRO services for less than it would cost you to hire someone in-house! Interested? Get in touch with us today!

Leave a Reply

Your email address will not be published. Required fields are marked *