Conversion rate optimization (CRO) and A/B testing are not the same. CRO is an umbrella term that includes many tools, all designed to improve website performance. A/B testing is one of the most basic and important tools in the box.
What Is A/B Testing?
A/B testing also called split testing, is when you create two versions of a web page and compare your results. Does one site convert more visitors? Which elements should you change for effective A/B testing? How many elements can you test at once? How long should you run your tests? The answers to these questions can help you put together successful A/B testing that will help with your CRO efforts.
Limit Your Changes
For A/B testing to be effective, you don’t want to make too many changes to your landing pages. A change in your call to action or some layout changes might be all you need for your first split test. After all, you want the same content aimed at the same people. You just want more of your site visitors to convert.
Run Your A/B Test for at Least a Month
You can run an A/B test, get a result that looks statistically significant and still see no uplift over time. When your sample size is too small, it is easy to mistake a sudden change in behavior for real customer preference. This is especially true when you don’t have much traffic to your site. Running your tests for long enough helps avoid mistakes due to imaginary lift. After all, traffic has a natural ebb and flow, so you might see a sudden boost to one version of a landing page that won’t last. For CRO, you want A/B testing that reveals real and meaningful changes that can help with traffic. And, never forget that testing is a constant process.
Get Started With the Right Tools
CRO helps make every aspect of your online presence more meaningful. A/B testing is a crucial part of any optimization strategy, so you can see what customers respond to and how to generate conversions with your content. The right tools can be an important part of the equation, so be sure to try several A/B testing tools and find one that works well for you. Some tools focus on e-commerce, while others help with service providers or B2B sites. Your target customer and the type of conversion you are after can help guide you when selecting your tests, setting up parameters and choosing the right tool.
Want to learn how CRO can change your business for the better? Contact JEMSU today!