Essential Elements of Testing

Chris Sams, May 4, 2018

When it comes to measuring a website’s effectiveness there’s one testing methodology that consistently delivers actionable intelligence. A/B testing is a testing structure used to measure outcomes of the changing of a specific element.

The beauty of this testing method is its simplicity.  When setting up a test you must first identify what element will be altered for comparison. Isolating different variants for comparison is what makes this test an A/B test. When changing just one element and controlling the rest you can reasonably attribute the behavioral changes to the specific element. However, if you are looking to test multiple elements you are venturing into the territory of a multivariate. Multivariates have more variants because you have to account for the various permutations of changes. Inversely, A/B testing typically use fewer variants because you do not have to account for the combinations of changes, resulting in a test that usually has a shorter completion time horizon.

5 Variables You Must Check When Testing Your Website For Performance

Headers and titles

Utilizing engaging tiles and informative headers are essential to ensure that visitors remain on your site for an extended period of time. If your titles and headers are not engaging, you can rest assured that they’ll leave your site and won’t look back.

A/B testing helps to check whether you have the preferred text presentation, font style, font size, font color and background color in your headers and titles or not. With the right elements, your website will see an improvement in user engagement which should assist in the indexation visibility.

Tip: Try experimenting with font first, play with size, color and type to find the perfect match.

Call to Action (CTA)

Your CTAs are one of the most important elements on the website. They are the subtle nudge that encourages a user to take a specific action. A/B testing is a great way to ensure that you are communicating the right message.  Underperforming CTAs can hamstring all your onsite user engagement.

Tip: Check the CTA title, sub-text, buttons and links. Add them to the variable A and remove or edit them in the variable B. This will tell you if the current CTA needs to be changed or not.

Page length

A really long webpage can appear boring and empty, while a short webpage may appear too cramped. The trick is to find the right page balance.

Tip: Start by experimenting with the page lengths and by moving sections of the page around the copy. Instead of keeping the CTA at the bottom, attach it to the contact form and move it to the top of the fold. You could do the same with the testimonials and other elements.

Product/pricing/service plans

For most website owners, the product/pricing/service plans are written in a format similar to what’s used in other websites. But you can never be sure if what works for someone else will work for you too. This is why you need to conduct A/B testing to check if your schemes have been represented correctly or not.

Tip: Experiment with the number of plans, placement of high price v/s low price plans in the copy, pricing/specification differences between plans,recourse/assistance options and placement of the buttons for purchase.

Images and videos

A good video/photo can really bring your website to life. But a poor quality graphic that’s pixelated, has clashing color-scheme or just doesn’t fit the tone of the website can really ruin your web copy.

The best way to conduct the A/B testing is to add different images and videos and move the visuals around the copy to see where they have the best impact and where they’re received the best.

As a rule, conduct the A/B testing multiple times before finalizing a website design.


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