A/B testing will help you convert your visitors into bona fide leads.
We’ve spent a lot of time on The Educated Marketer talking about ways to increase your web traffic and enhance your content to make your website more effective. A/B testing is the last stop on a long journey to making your website and digital marketing efforts work for you. You need A/B testing once you already have a dynamite website with lots of traffic and relevant content.
A/B testing (otherwise known as split testing) is the process of comparing two slightly different versions of the same webpage, email or social media post to see which option leads to a higher conversion rate. Remember, in order for the test to work, it’s important that when you are running an A/B test, you only change one element at a time like the call-to-action button or an email topic line.
Still need convincing? Here are 5 reasons to love A/B testing:
- The cost is minimal and can lead to massive results
AdPushup recently revealed that companies spend $92 to bring a new customer to their website, but only $1 to convert them. So, clearly, it is much easier on a company’s budget to test for more conversions than to spend the money recruiting more website traffic.
- You could increase your email open rate
According to a GetResponse study, nearly 22% of emails in the education industry were opened in 2016, with a conversion rate of 2.75%. If you fall below these benchmarks, it may be time to test your emails. It can be useful to test the subject line, call-to-action, personalization or even the time of day that you are sending your emails.
- You can apply your successful results instantly
Many times as marketers, we conduct long drawn out focus groups or surveys that can take months to provide solid results. With A/B testing, Techtiplib points out that one week into a month long test, you might have an immediate winner. You can then immediately make that change to your website and start enjoying the results.
- You can take the guesswork out of marketing
Numbers don’t lie. I repeat, numbers don’t lie. You can test just about any element of your web and email efforts---copy, headline, call to action, verbiage, etc.--and you will get measurable results that will tell you what is working and what isn’t.
- It can help you enhance your content
Yes, we are back to content, the backbone of a successful inbound marketing campaign. A/B tests can help you determine what content is working for you and will give you the opportunity to choose a similar direction with future content.
So there you have it. Are you convinced yet? Still perhaps a bit confused about how it works? Stay tuned for our next post—The ABCs of A/B Testing.