Whilst A/B Testing is a relatively unknown art to a lot of businesses, it’s an imperative requirement to make your website work adder for you, grow your audience and make your customers’ experiences even better. It means no more guesswork to your website developments but instead, informed and guided decisions on how to improve your site direct from your audience with B2B A/B testing. Here’s a few tips to get the most out of your A/B marketing campaigns.
1. Build a test-friendly website. When selecting a platform for your website it’s important to make it adaptive. Be sure to use a website system that allows you to change, make changes and act on insight provided by tools such as heat mapping, A/B testing, IP business tracking software, and other conversion rate optimisation tools.
2. Value feedback from customers. It sounds like an obvious point but take on board feedback; absorb it, embrace it and act on it. You can use your online tools but before this make sure you have your website thoroughly reviewed and critiqued from your target demographics and act on the feedback.
3. Avoid creating just one version of your website. Practice creating variations of your website layouts, as much as you’ll love to, you’ll never reach the holy grail of websites – no matter how hard you try. There’s always room for improvement.
4. Focus on conversion. Hone in on what point in your website converts your visitors into customers and focus. Test what is making or prohibiting the purchase. Use A/B testing tools to change colour, calls to actions, layouts and other psychological indicators to test and change. Test security badges, customer service indicators and other factors that will influence the purchasing decision.
5. Reorganise your website. Using A/B testing, experiment with overall page layouts, navigation. Identify low-converting pages on your website i.e. those with a higher than average bounce rate and use technologies to understand why. Also try exposing other pages of your website more prominently such as FAQ’s or blog page.
6. Tackle the homepage. Identify the key messages you’re looking to address on your homepage and adapt them. when launching your new website continue to test new versus old. All of this with the objective that when launching a new website you are doing so launching an improved layout.
7. Segment your audience. Once your audience has built up plan in how you want to segment your audience int categories that mean something to your business.