Before we tell you why you should use A/B testing, you should first understand what it is. A/B testing is a method which helps businesses measure and achieve different types of goals (i.e. increase conversion rates), by comparing two versions of a webpage against each other. Making one small change can prove beneficial in the long run. This is a way to see what that change is. A company might want to see how simply changing the headline of a page or changing the layout can better engage their visitors, for example. Now that you know a little more about A/B testing, let’s take a look at 4 reasons why you should use it:
- Reduce Bounce Rates
One key goal of A/B testing is finding out what is really grabbing the visitor’s interest. If the change made attracts more visitors or keeps them on the page longer, then you can count that as a success. The longer someone stays on your page, the higher the chances are that they are finding what they are looking for. This can lead to a reduced number of bounce rates and ultimately an increase in conversion rates.
- Increase Conversion Rates
Every business has a set of goals they want to accomplish to help increase their conversion rates. Whether that goal is to get a certain number of people to sign up for a newsletter, an increase in completed purchases, or to get people to reach a specific page on your website, A/B testing can only help in achieving these goals. Performing the test on various keywords, images, calls to action, etc. will give you insight into what people are actually doing on your site, and if that matches with what you want them to do. When you see what is performing best, you can make the necessary changes to get your customers to complete your desired goal.
- Increase Sales
Every business wants to increase its sales and every business knows that in order to do that, you have to create a great customer experience. A/B testing allows you to figure out what is and what is not working to create that experience. When customers enjoy interacting with your brand, and you gain their loyalty and trust, an increase in sales is sure to follow.
- Room For Improvement
No matter what, there is always room for improvement. A/B testing allows you to continuously perform research to better understand how your customers are engaging with your webpages. You should continue to create the most useful experience for your customers and A/B testing does nothing but helps this process along.
A/B testing, simply put, allows you to find out how to better engage your customers to achieve your goals. Whether it’s changing one small word, the header image, or a dramatic layout change, A/B testing will help you to see what resonates with your customers, and what will lead your business to success.
Whether it’s setting up an A/B test and analyzing the results or optimizing your digital strategy in other ways, Smarter Searches is happy to help. Contact us today to get started!
