Thought Hive: A/B Testing to Better Website Conversion


Website conversion optimization may seem like a mouthful to say, and a giant task that only large organizations can perform—but it's not (at least on the second count).

To be completely transparent, most website conversion rates are boosted much easier on smaller, less-populated websites. This is simply because it is easier to track, amend, get rid of, or optimize the current content to produce better marketing results. The catch here is that you need the right testing methods, the proper test subjects, and the patience to deploy and analyze your optimization methods.

This is particularly important when A/B testing major inbound marketing assets such as landing pages, CTAs, and content-forced campaigns. Although A/B testing is used within most marketing departments regardless of their size, it is much easier to break down the performance if you are just getting started.

Website design trends are constantly changing, as more software is becoming available, more intuitive, and easier to use. As a result of this shift, the capability to provide a hassle-free experience rests more on the shoulders of your website design team and your content marketing team.

The UI and UX of the last summer are no longer relevant and the next-gen designers are getting over the boredom of tried and tested methods by urgently involving themselves in innovation, letting their creative juices leak out unabatedly.—Webdesign Inspiration

More often than not, companies with their goals and priorities ironed out have set a precedence for both process and progress.

Using A/B testing can boost your marketing and sales performance across the board, but should be focused on moving the needle one asset or action at a time. The rest of the website conversion issues and performance will fall in line once you have established a winning process.

A researched and planned A/B testing method should allow you to direct how your website visitors view your content. Speckyboy Design Magazine weighed in on A/B testing and presented 15 great questions to get your mind moving for better A/B testing hypothesis. Here’s a brief summary that wraps up some key areas to focus on when testing:

Visual Aesthetic

Fonts, colors, images and videos are the visual gateways between your business and your audience. If your audience aesthetically finds your site unappealing or unresponsive, then it’s time to test.

94% of participants was about design (complex, busy layout, lack of navigation aids, web design especially use of color, pop up adverts, slow introductions to site, small print, too much text, corporate look and feel, poor search facilities).—ConversionXL

Menus, Forms and CTAs

Forms and CTAs are great tools to convert your recurring visitors to leads. However, if you’re showing low performance in your CTAs & forms, the reason may be that your CTAs aren’t actionable or your forms are too complicated. Whatever the case may be, you won’t know until you test.

Navigation: Menus and Placement of Bars

What goal are you guiding your audience towards? How will you execute it? Your website should perform like a funnel—guiding your audience from Point A to Z. A survey found that 44 out of every 100 visitors to small websites found the navigation complicated or tricky. So if your website’s navigation bar is not initially noticeable at first glance to your audience or is cluttered with too many options, it’s time to clean it up. And great way to know which pages are performing the best is to test and analyze.

You can learn invaluable information regarding your audience's likes, dislikes and preferences. This method of researching their behavior, as opposed to basing content production on predictions, will be a baseline to provide better content moving forward.

Once you have captured the wishes of your audience, live long and prosper with great content to feed their needs.

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But what about the content you have already? Where should you start? First, you should know and understand the content optimization process. If you have dotted your i’s and crossed your t’s in the SEO realm, then you can begin to address the bigger issues. ConversionXL explains the methods in which you can A/B test your existing content:

A/B Split TestingSimple testing of one element against another on a page to see which element results in better performance.

Multivariate Testing—Testing several elements at a time. The goal is to get an idea of which elements work together on a page and play the biggest role in achieving the objective.

Experimental Design—Developing your own research method for an in-depth analysis of a specific element.

We hope this will help you get started with your next website redesign, A/B testing run, and overall website content optimization. The answers to your biggest marketing and sales questions are out there, you just have to find the proper way to listen. Once you have captured the wishes of your audience, go forth and produce content to feed their needs.

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In-Sites Thought Hive

Topics: Inbound Marketing

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