Overview of A/B Testing

If you’re not running tests on your landing pages, you’re wasting money every single day. Our team of conversion rate optimization experts will implement A/B tests on your landing pages, testing things like imagery, copy, colors, layout and CTA’s like form elements and phone number placements.

Whether your website is an ecommerce store where you’re selling products directly online, or you’re collecting leads through phone calls and form submissions, A/B testing is an essential component of your marketing strategy.

Research by eMarketer indicates that more than 80% of marketers say they’re not focusing on A/B testing their landing pages. They should be.

Our aproach to A/B Testing

Landing page testing takes time, patience and a good understanding of web usability principles and statistical analysis. Luckily, our team has all that and more. Take a look at our A/B testing process and see if it’s a service you can benefit from.

1

Website & Landing Page Audit

Before we can implement a test, we perform an in-depth audit of your website, landing pages and traffic sources. It’s important to understand where your traffic is coming from, how much traffic your landing pages are generating, and how consistent and reliable that traffic will be over time. These factors will influence what we actually test, and how much traffic we send to our control page versus our variable page.

2

Test Implementations

Once we’ve determined the best elements to test on your landing pages, we’ll get to work actually implementing these tests.
Sometimes we’ll be testing a headline, which will be implemented via dynamic scripts placed on your site, but sometimes we’ll design entirely new landing page to use as our test page. Either way, we structure our tests in a way that generates reliable, practical and actionable data..

3

Data Analysis

Landing page testing can vary in length and scope based on the volume of traffic and the number of simultaneous tests being run.
Once the test generates a statistical significant result between our control and test subjects, our team analyses the data to determine which metrics we should be focusing on, as well as what changes should be implemented on the landing pages based on the test results.

4

Repeat Testing

Landing page A/B testing is never finished. There is always more improvements to be made and there are always more elements that should be tested.
If we’ve improved the form conversion rate on a sales form by 2%, we want to improve that form conversion rate again by running another test. A consistent and long-term testing approach always yields the best results and the most significant improvements over time.

A/B Testing + Profitable PPC Campaigns = Exponential Returns On Investment

Imagine you spend £500 on your Google Ads campaign and generate 250 clicks and 20 form submissions. You’re landing page conversion rate would be 8%.

Let’s say you close 50% of your form submissions for an average profit of £80 per customer. So you got 10 clients and made £800 in profit.

Now you test your landing pages and discover that by changing the order of the form fields you actually improve your conversion rate from 8% to 12%. For the same £500, you’d now actually generate 30 form submissions, of which you’d close 50%, generating 15 clients instead of 10.

With the better landing page conversion rate you’d earn £1200, instead of £800, from the same amount of money spent on Ads. That’s a 50% increase in profit from a 4% increase in landing page conversion rate! What would a better conversion rate mean for your bottom line?

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