One of the most effective and easiest ways for optimization that marketers are using to boost conversion rates is A/B testing. A/B testing also known as bucket testing or split testing, helps to avoid unnecessary risks by targeting the resources to maximum efficiency and effect. A/B testing for the UX Design process can help to increase the ROI that may be for a short term conversion or long-term customer loyalty.
What is A/B testing?
It is a method of gathering insight that can help in the optimization of the design process. A/B testing involves the testing of the original design (A) against the alternate version of the design (B) to decide which was performing better. In this testing, the original design is ‘the control’ and the alternate version is “variation”.
Businesses are now trying to create value for their customers and the more value a business creates in its product, service or content, the more chance of success in the online world will be there. It is of utmost importance to measure the value of the marketing and the advertising campaign and it can be a challenge to measure the value. With the use of A/B testing, it is possible to create actionable data and not only storing and analyzing data.
A/B testing is experimenting and comparing two different variations of an offline or online campaign like the landing page, a headline, ad text, call-to-action button, etc. It can establish the credibility of UX Design architecture and can provide the necessary analysis for making the decision. When you come to know the benefits of A/B testing, you can easily overcome your fears for it.
Here in the following paragraphs, you will find the reasons how A/B testing can put you at the top 1/3rd of the marketers around:
A/B testing helps to get a better ROI out of marketing campaigns
The precious time that you spent on developing and optimizing your website is a costly investment. A/B testing can be just another way to ensure that you are getting a good return on the efforts and time that you put into developing your website. When you have effective headlines, it can help to convert the traffic to your site into paying customers easily that can ultimately bring more profit to your business.
A/B testing can be wonderful in making your want resonates with the customers in a much-unbiased way. It means that you can use the result of the analysis meaningfully to appeal to more customers and it can result in a healthier bottom line. A/B testing can make you confident to come out with winning solutions and help you overcome the fear of testing.
It helps you to gain trustworthy data
In case your company does not have an adequate measurement protocol available, it may be possible that you become scared of A/B testing. Tracking the KPI data before, during, after testing can help you to see the impact of the independent variable over a dependent variable. Even if you can track KPIs, there can still be some people scared to trust the A/B test and have doubt whether the test will get significant data to have a statistically significant conclusion.
Statistical significance in the context of A/B testing experiments shows how likely the difference between the control version and test version of the experiment is due to random choice or error. If you run a test that is having a 95% significance level, you can become 95% confident that the differences you are getting are real. In an A/B testing, the amount of data that will be necessary to get a meaningful statistical significance may vary.
If your website gets around 100 visitors per day, you may need to have data from five to ten people. Once you have clarity about the requirement of data to conduct a successful A/B testing, you should start the same. The majority of the companies are running more than two A/B tests every month and to keep pace with the competition, you should also carry out regular A/B testing.
A/B testing does not pose any risk to SEO
People are often confused and afraid of implementing A/B testing with the misconception that A/B testing hurts SEO. Google permits and encourages A/B testing and as per Google, A/B testing poses no inherent risk to the search rank of a website. The only way you can jeopardize the search ranking is by abusing the A/B testing tool for certain purposes like cloaking.
The two main areas of SEO concerns for using the A/B testing are cloaking and website load speed. The Website load speed is a metric used by Google for ranking the website where faster loading gets better ranking, and it is one of the main criteria for creating a great User Experience. In cloaking, a website reveals one way to the search engine and another way to the audience and Google tends to penalize the website that uses cloaking tactics to improve the search rankings unethically.
Both these major concerns for SEO may sound scary and you can solve it with the same solution. You can just carryout the A/B testing in increments or change one element at a time to ensure that there is no effect on website loading speed and Google does not believe that you are cloaking.
Fewer bounce rates
It is disheartening to find the visitors leaving your website without viewing the pages that you built by spending so much time and effort. In such cases, it is worth looking for optimization of your content through A/B testing. When you perform direct comparisons with A/B testing, it will help you to find a winning combination of elements that can keep the visitors to stay at your site longer and improve conversions.
There can be higher values
With the help of A/B testing, you can easily convert more visitors to buyers visiting your site. Not only this but with the improved UX Design elements you can also achieve higher values for your services as well as products. When you find a design page that is converting very well for a service or a lower-end product, A/B testing can refine it further and can increase conversions for higher-priced services and products.
Most A/B testing will not give results overnight, but it can take you closer to optimize the conversion. All the incremental gains achieved through periodical A/B testing of your pages can count and accumulate to produce a larger result and yield a favorable response from search engines without affecting SEO.