The process of improving the website interface and increasing the conversion rate is stressful, so it requires the use of appropriate techniques and effective tools. Recordings..etc.) The following steps each time require a set of steps such as: (suggesting some new ideas, arranging these ideas according to priority, doing some tests and experiments, analyzing the data resulting from the tests, and developing and taking the necessary actions).

The following lines explain one of the most important techniques used in the testing phase to increase conversion rate, which is A/B testing.

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What are A/B tests or A/B Testing?

A/B tests whose primary goal is to measure the change resulting from modifying variable A and converting it into variable B. If we assume that you own a website that sells sportswear, with an interface that starts with a landing page to persuade the visitor to register on the site to get amazing discounts, the page is divided into three stages, in the last stage there is The registration button on your site, and one of the suggestions was to change the sentence written on the button from (Register now) to (Join us), in this case, and with ease, you can know which of them is better than the other, is the sentence A (Register now) or the sentence B (Join us ) by doing an A/B test.

How do you plan to A/B test?

The first thing to do when planning A/B testing is to know what you want to test. Are you doing on-site testing or off-site testing? If you're doing on-site testing, you'll need to think about all the sales-related parts of your website, and then figure out what elements you want to test.

With offsite testing as likely as you are testing an ad or a sales email, testing ad copy to see which ad brings in more converted visitors can help you focus your advertising efforts. Once you know your ad is converting, it's easy to justify spending more money on it.

The same goes for emails, if you send two versions to your list (randomly picking the half that receives which email) and then keep track of which converts better, you can send only that version next time. Once you know what you will be testing, make a list of all the variables that you will be testing.

What is her business idea?

There are many applications and software tools to do A/B tests, but the principle of their work is the same. In the beginning, you must specify one of the (A) variables (green button, long title, landing page of three sections, registration form that requires filling in 5 fields, etc.), and from Then you specify the other variable, which is variable A after modification (B), for example: (a white button, a short title, a landing page of two parts, a registration form of 3 fields, etc.).

The application or software tool allows you to determine the test time, and supposing it is a month, the software tool shows the two variables in an equal proportion to visitors. If the number of monthly visits to your site is 20,000 visits, then variable A will appear to half of these visitors 10,000 times, and variable B will appear in the same proportion 10,000 times. Depending on the software tool you're using, you'll find other details that you need to specify in the test to get more accurate results.

Can A/B tests improve your bottom line?

Once you collect empirical data, you can determine which marketing strategies work best for your company and your product, thus A/B testing conducted consistently can greatly improve your bottom line, because if you know what works and what doesn't it is easier to make decisions, and you can often crafting more effective marketing materials from the start, just remember to keep testing regularly because the effectiveness of anything can change over time.

A/B testing allows for subtle changes to be made to your user experience while collecting data, allowing you to build hypotheses, learn best practices to achieve a certain goal, or prove errors in adopting a certain idea, all through A/B Testing. Testing one change at a time helps determine which changes have had an impact on your visitors' behavior, and which have not, over time. Collect the effects that need to change, and make an improvement to see the difference between a new experience and an old one.

What are the best variables for the A/B test?

For example, in the sportswear site, if the registration rate in the case of the variable (Register now) is 60%, and the registration rate in the case of the variable (Join us) is 62%, then these ratios do not favor either of them, even if one of the two ratios is greater than the other by an amount Negligible (1-3)%, so if you repeat the test or increase the time specified for it, you can know which of the variables is the best to apply on the landing page; So we conclude that you only need to do A/B tests between two specific variables each time, you cannot do these tests on the site as a whole, as it is difficult to read the data generated from the test correctly and distinguish which elements had preference over the other or the reason for the appearance of a certain result. Some of the things you can run A/B tests on are:

1. Headings - Subheadings

If your site is a platform for publishing content, it is good to test the titles that you use in the articles. You can test the length of the titles. You can use words such as the difference between using two formulas such as (how ….) and (10 things ….).

2. Social clues

You can test the social evidence used on your site and its impact on the purchase, for example, whether or not the number of Facebook fans is placed, or showing the number of Twitter followers next to the follow button compared to hiding the number is better... and so on.

3. Request the verb

With landing pages and e-commerce sites, there is a clear and direct action request for the visitor, you can test these requests via A/B. For example, you can test one sentence on another, as in our previous example (register now or join us).

4. Ads

You can test your ads in terms of: (place, design, ad text, action request…).

5. Registration forms

You can test registration forms for long or short, providing or hiding information and other things that you think can increase your conversion rate. You can test the upscaling technique - trying to sell something extra on top of your main product or service - when you sell your products or services.

How long is an appropriate A/B test?

Giving insufficient time to test can mean incorrect results, because you didn't get a wide range of visitors for the results to be statistically accurate, and testing for too long can lead to incorrect results, because there are more variables that you can't control for the length of the test Make sure you keep abreast of anything that might affect your test results, so that you can account for any statistical skew when reviewing your A/B test results, and make sure it's worth it to take a few weeks to get your tests right.

How many variables can an A/B test be used on at one time?

Let's say you only want to test the title, but you have three possible variations, in this case, it's sensible to run one test and split your visitors into three groups instead of two, A/B testing will probably still be more efficient this time than running three separate tests (A vs. B, B vs. C, A vs. C). You can give your test an extra couple of days to run, so you'll still have enough results on which to base any conclusions.

Testing more than one thing at a time, such as your headline and call-to-action, is a multivariate test and is more complex to run and we don't recommend it.

What programs and tools can be used to do these tests?

On the web, there are a lot of software tools and applications through which you can do A / B tests, but if you want to save yourself some money or you do not find what suits you from the free tools, all you will need is an excel file to do it, except that you are in this The case is if you have no programming experience you will measure it sequentially - meaning month by month - you will try variable A this month and measure the results, then you will try modified/different variable B the next month and measure the results, then compare the results of both.

The next option is site analysis tools. Site analysis tools often allow these tests within their basic package or require some additional fees for their use. As for the free and final option, Optimizely is one of the best options to try these tests.

What mistakes do people make when doing A/B tests?

  • Many don't let the tests run their course since most of the software for running these tests allows you to see the results in real-time, relying on inaccurate results although it is possible that if you let the test run long enough, you might get a different result that is closer and more relevant.
  •  Looking at a lot of metrics The problem is if you look at a lot of metrics at the same time; You run the risk of making what statisticians call “ false correlations,” so you should decide what metrics to look at before running the experiment and pick a few.
  • Many tend to try the test once and then believe it, but even with a statistically significant result, there is a high probability of error, unless you re-test occasionally, and do not rule out the possibility that you are wrong. False positives can occur for a variety of reasons for example, although there may be a small chance that any given A/B result is driven by random chance if you do a lot of A/B testing, the chances that at least one of the results are Your results are getting wrong fast.

A/B tests are a good way to make a decision to improve something specific on your website interface, registration forms, or even landing pages, you can take advantage of them to multiply your conversion rate many times over.