A or B. A simple choice. Not as simple as it sounds if you want to do A/B testing.
It’s a scientific process which involves statistics. Why would a business use a method like this? ROI or return on investment. A little testing leads to more clicks, more customers, more sales.
This testing was invented about 100 years, but business only started using it 20 years ago. It allows marketing and sales departments to experiment with contrasting landing pages, website designs, ads or marketing emails. And gauge customer reaction to the various formats.
Multiple pages, sites or emails can be tested and in conjunction with each other. To get started, decide what you want to test like the size of your call to action button or the impact of your sales email. Evaluate what performance metric to use, such as bounce rate or time spent on your website.
A random sample is necessary, and the test should run for a couple of weeks. If all this makes your head hurt, technology is here to help. Monetate, Optimizely, Hotjar, Instapage, AB Tasty or Zoho PageSense automate this testing process and help make sense of the results.
Like whether you need a neon green call to action button or abundant white space around your submit button. A few small tweaks for a substantial effect on customer actions and your bottom line.
Author: Kris Keppeler, writer for Crossing Genres on Medium.com, and Does This Happen to You? on Channillo. Award winning podcast producer. Follow her @KrisKKAria on Twitter or on LinkedIn.
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