In online marketing, it is crucial to know what is working and what is pulling you back. It is only with this information that you will be able to optimize performance and maximize profits. One of the best ways of determining the performance of your marketing methods is A/B testing.
A/B testing is the method of comparing two versions of an app or webpage to see which one performs better. This method is also known as bucket testing or split testing. This method of testing is more of an experiment where users are shown different variants of an app or page randomly. Statistical analysis is then used to see which variation works best. The best thing about this strategy is that it helps you ask focused questions that enable you to improve users’ experience. It takes the guesswork out of web optimization and also helps you make well-informed decisions that boost the conversion rate of your site.
Google Analytics is one of the best tools used in A/B testing. All in all, before you get started, there are a couple of things you need to understand and do.
- Test without any assumptions
The mistake that most people do when it comes to A/B testing is that of making assumptions about their consumers. Do not assume that because a larger orange button works for the oil Gardner it will work for you too. You have to test different call to action buttons in both color and size. Do not refuse to test something just because you feel it will not work for your business. You will never know for sure what works until you test it.
- Engage in qualitative analysis
To know what your audience needs, you will need a qualitative analysis. Here, you have to ask direct questions regarding your app or webpages. This is the best way to get detailed information for testing hypotheses. The answers you get from direct questions might be just what you need to boost your website’s conversion rate. You can use answers to refine your tactics so as to achieve better results. The goal is to frame your pages in a way that resonates with demand. The general rule here is to allow your users to give you direct feedback.
- Don’t stop the test early
It is easy to feel like you have got all the information you needed from your A/B testing. Even with this feeling, it is important never to stop the test prematurely. You need to continue testing until you achieve your predetermined sample size. Stopping early might be risky since the element of chance might still be at play.
- Focus on multiple variables
A/B testing focuses on a single variable at a time. However, this does not mean that you should just focus on one element and leave it at that. For better results, you need to engage in multivariate testing. For example, once you are done testing call to action buttons and headlines, test a combination of these same variables.
- Popular tests may not work for your business
A common mistake people make is that of using tests that proved effective for other companies. Making these assumptions is the key reason why most tests fail. Don’t make these assumptions. You need to conduct tests that are unique to your business.
- Understand how Google Analytics Work
The reason why most people don’t get the results they want to see is because they never take the time to understand how Google Analytics work. To begin with, you have to pick an experimental objective. Google combines A/B testing and split testing into just one term; content experiment. To get started on Google analytics, you need to ‘Create Experiment’. Make sure you use a descriptive name for your experiment.
In the case of A/B testing for sign-up form, you have to define the metrics carefully. You can pick the metrics from Goals, Ecommerce, AdSense, Site Usage and so much more. For improving ad clicks, pick the AdSense option. Ecommerce should be selected if you wish to boost revenue. The goal metric will be selected for the predefined goals whereas you pick Site Usage if you are targeting user experience.
There is a lot that needs to be done when testing with Google Analytics. The best thing you can do for yourself is to start by understanding how the platform really works. The good news is that there are so many resources out there to help you learn how to use Google Analytics effectively. If you do not understand something, make sure you seek help from someone who knows.
A/B testing is important for online entrepreneurs who wish to boost their performance. This is the best way to see what is propelling you forward and what will pull you down. However, for A/B testing to work in your favor, it has to be done right.