I often hear clients wanting to do A/B testing hoping it will solve all their UX problems at once. Not really, unless you do it right. If you are doing A/B testing on your website read this article first.
It’s All about the Conversion Funnel
The Conversion funnel is defined as the journey a potential customer makes when landing on your website and finally committing to a purchase
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Businesses want visitors to take the desired action. Whether that is purchasing a product, upgrading to a premium subscription, signing up for a service or even generating more leads.
Optimizing the journey visitors take when landing on your website will help you guide them through the funnel and finally convert.
Pouring more visitors through the funnel is one thing, but once they land into your website it’s our challenge to guide them through the funnel into achieving the desired outcome.
A/B testing will help you make the most out of your existing traffic.
The More Optimized the Funnel, the More Chances You Have for Visitors to Convert
One way to optimize the conversion funnel is A/B testing.
A/B Testing is a digital marketing practice that works displaying two variants of a web page to different segments of your audience at the same time.
Version A is usually the current design called ¨Control¨ and Version B is the new design called ̈Variation¨. The two versions are displayed simultaneously and for the same period of time. Then compare the results of test A and test B. The variant that drives a higher number of conversions is the winner.
Conversion metrics may vary depending on the business. For an e-commerce, it may be visitors dropping off from the payment process, or low purchases on a specific product. While for an online service it might be users not upgrading to a premium plan.
We want to put ideas to the test and make informed decisions that can improve the business performance from your website.
Using the Latest Trends in Design Doesn’t Guarantee Success
A/B testing shouldn’t be done based on a hunch. It should be backed up by research that supports your assumptions and leads to a strategy behind the design. It is vital for you to know who your users are first: what their motivations, needs, and behaviors are.
It is also important to be aware of the current state of the usability of the website. Answer these questions to know,
- Are we giving adequate information for users to take action?
- Do we have sufficient Call-to-Actions?
- Is design leading users in the right direction? Are we communicating with the right language?
Before A/B Testing make sure you define the metrics that you care about such as conversion rate, sales, retention, churn rate, etc.
Document all the hypotheses of the actions to take, and the effects these changes might have on conversion before running the tests. Then evaluate if your theory was right.
What to A/B Test
Changing the whole design of your website from one day to the other might be catastrophic for your users. They might feel detached from your brand or left out. It’s like going to the grocery store and not finding the fruits and veggies at the front entrance anymore.
Instead, define the essential elements of the design that will have a major impact on your conversion rates to test.
Here are some elements you should A/B test,
- Headlines and copy to see which one grabs more attention.
- Wording, colors or placement to see which one drives more conversions.
- Different types of content. Video content vs written, long or short descriptions, or different product descriptions.
- The content architecture of your website based on hierarchy.
- Social evidence such as testimonials, reviews or ratings.
- New features or changes on a service.
- Changes in product pricing and promotional offers.
As technology evolves and behaviors change, so should design and strategy. Remember to constantly test looking for new opportunities to offer better solutions.
Pretty much everything can be A/B tested, your goal is to identify what are the most important design elements to improve your metrics (and satisfy your users).
Design Is An Iterative Process
To continue boosting your software product with design and research step inside Nearsoft and meet the rest of the UX Team. We have a good track record of helping companies design and develop successful products.
Drop me a line at pfernandez@nearsoft.com with any questions you might have.
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