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How A/B Testing Takes The Guesswork Out of Conversions

A/B testing sounds intimidating, but it doesn’t have to be. You probably have ideas about how your customers will react to certain designs and page layouts on your business website. But how can you be sure? A/B testing allows you to test two web pages against each other to see how each stacks up.

How Does A/B Testing Work?

Show your customers two versions of the same web page. Version A is often considered the control test, while Version B is considered the variation (are high school biology and earth science coming back to you?)

You can purchase software that will allow you to examine which page customers respond better to, or you can closely examine your sales and Google Analytics – it’s up to you. High-powered software will allow you to closely examine the results, but an organic analysis should give you a good picture of how customers respond to your web pages.

Which Pages Should You Test?

Simply speaking, the web pages that offer calls to action and opportunities for customers to purchase your goods or services are the best candidates for testing. This is because you want to see which web pages entice customers to make purchases.

Which Pages Test Best?

It is hard to determine which pages will test the best, but certain, basic web principles have proven useful when trying to encourage customer sales through your website:

  • Large buttons with attractive graphics
  • Clear calls to action
  • Simple, positive wording

In other words, if you want your customers to take action, make that action clear and simple.

A/B testing is a great way to see how different layouts and different web copy affect your online marketing goals. Customers respond differently to color, design and vocabulary, and A/B testing helps determine which web pages will encourage sales and increase your business.