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Why is it worth implementing A/B testing in your company?

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Many entrepreneurs do not realize how important the implementation of A/B tests is from the point of view of running a business. User preference research not limited to the tool itself Google Analytics are necessary today to better understand the shopping personas of Internet users or to analyze the correctness of the shopping path. A professional sales funnel translates into an increase in conversions, and the search for the best option among the possible variants will soon translate into results.

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A/B tests - what exactly are they?

This is a comparative methodology of several versions of the project/product - including, for example Web page or its component, in which the main assumption is to find the variant that best suits our target group of recipients. This type of marketing tests have been used when introducing changes to websites in order to assess their effectiveness and, consequently, determine which one will bring the desired results in the form of an increase in the conversion rate. The content contained on the website becomes a priority. Starting off, we need to do research that will give us a comparative picture of the currently functioning website with its alternative versions.

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Worth its weight in gold

By analyzing many variables, we have to choose the most effective, unique option that is apparently attractive to users. It is also good to conduct a detailed UX audit in the initial phase of activities. It will be a helpful report when conducting marketing operations. Lots of businesses e-commerce decides to use A/B tests because of a reliable picture of the results. Thanks to online tools, we have a wide range of tests today - starting from Google Analytics measuring the current website traffic, the current level of conversion, ending with tools such as VWO, Optimizely.com. Thanks to such facilities, we are able to simplify the entire A/B testing process.

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A/B tests - advantages of implementation

Emphasizing that this type of analysis of the preferences of potential customers is relatively inexpensive, and at the same time gives reliable research results - every company should take the matter seriously. It often happens that "the devil is in the details" and therefore one of the elements of the graphic and navigation layout of the website, an ill-fitting header or too long text contributes to drastic changes that translate into results, and users run away from the website thinking that they will never return there again. That is why it is so important to check whether our call-to-action in the newsletter will be more effective in the form of a link or a button. After time, we measure whether option A or maybe B brought a higher percentage result in the form of conversion. What's more, we need to define exactly what type of conversion we want to influence as a result our website  – whether it is the wrong colors, details of the offer or a complicated purchasing process. However, very often it happens that it is necessary to rebuild the entire website - in this case, when examining many variables, it is worth using the technique of multidimensional testing. The whole process of searching for a convenient solution will give us a picture showing the hierarchy of importance of the elements on the website and will combine the customer's profile with his decision that he makes while using the website.

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Taking all this into account, if you haven't conducted this type of testing yet, it might be worth thinking about implementing this type of solution in your company. Each website should be treated individually - something that works on one website will not necessarily work for another website. Professionally conducted A/B tests will bring many valuable benefits that will facilitate the decision-making process in the areas of project management, marketing activities or even copywriting.

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