After a few weeks of website redesign, content writing, and search engine optimization, your newly updated website is live and ready to accept the huge increase in orders after all of your hard work. Are you finished with the redevelopment of your site? Not quite yet.
It’s fantastic that you have started improving your site or blog, many people put site redesigns off for month after month, but you still have a few more tasks to take. The reality is that all of your hard work may well be best on guess work ad ‘gut feel’ and is untested. The chances are there is plenty that you can do to improve your conversion rate. How do you know where to begin? You use the technique of A/B testing.
What Is A/B Testing?
A/B testing, also known as split testing, is the procedure of changing one thing about your site, and then comparing the resulting statistics against the data of the original version of the website. Although it may seem dry, this is actually one of the most exciting parts of internet marketing. Your first step is to determine your baseline or control stats.
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How Many People Need To See The Original Version Of The Site To Determine A Baseline?
Using an example is the best way to illustrate the points being presented. Let’s pretend that you have just uploaded your website selling an eBook on using affiliate marketing to generate streams of monthly income. You have done your best to write persuasive ad copy, created professional images, developed other parts of your salespage. For you, the statistic that you are going to be concerned about with this website is your sales conversion rate. After 100 visitors have seen your website, you have made 1 sale of your eBook. So your initial conversion rate is 1%.
Now, you could continue to let visitors see the website a little while longer. The greater the number of people that view the site, the more confident that you can feel with what your sales conversion rate is. But at a minimum, you should let at least 100 people view it before changing anything.
With A/B testing, you are only going to change one feature of the site at a time. This is different than multivariate testing, which involves changing multiple features simultaneously.
Going back to the example, you go ahead and alter the headline. You may change the font. You could use another color for the test. Or you could use a totally new headline. Once you have made your alteration, then you simply let it get “tested” by your website traffic. After the pre-determined amount of visitors have interacted with your “B” version of your website, you see that the sales conversion rate is now 2%. So with this one change to your website, you have DOUBLED your conversion rate.
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