How to use A/B testing to increase important website metrics

Key quotes:

• "A/B Testing (or Split Testing) is an approach to testing when marketing elements (images, layouts, headers, call-to-action buttons, etc) are being compared to each other to learn which perform better."
• "A/B tests can be performed at different levels — you can test different colors of the CTA button or two different landing pages."
• "Consider testing email forms, colors, fonts, designs of CTA buttons as variables — you will be amazed by the results! Break up your webpages, marketing materials, ads into elements that might affect the conversions — CTAs, email forms, design, wording, layouts, etc — and run A/B tests on them."
• "You may feel the need to improve your landing pages and other marketing-related elements, but you might feel overwhelmed by the number of possible variables to test."
• "AB Tasty is a SaaS solution that helps data-driven marketers by simplifying the process of conversion rate optimization (CRO)."
• "Optimizely is an experimentation platform allowing you to run A/B tests and multivariate testing."

Key quotes:

• "An A/B test means showing two versions of the same website page, email, or blog to visitors simultaneously and measuring performance for both variations."
• "Automation and software tools like Google Optimize, HubSpot and Optimizely make it easy to perform an A/B test on nearly every piece of digital marketing collateral, from website pages to emails, to ads."
• "Two common goals are increasing engagement with marketing emails and improving landing, web, and blog page conversion rates."
• "There are two metrics that are important to consider for A/B tests in emails: open rates and clicks."
• "Here are three simple A/B tests to try in your subject line: Remember to always send marketing emails from a real person’s name and email address over a generic company email address to boost open rates as well."
• "Any split test should be geared towards increasing your page conversion rate, either via clicks on your calls-to-action or submissions on your forms."

Key quotes:

• "But if you want to increase your conversion rate, which you should, as some of the most converting websites score anywhere from 5.3% to 11.4%, you are going to need some quality AB testing."
• "We start by creating two versions of the website or its element: And after splitting the traffic equally between each landing page version, we choose the one that got a higher conversion rate."
• "To perform any tests, you’ll need a Conversion Rate Optimization specialist or the CRO-specialized agency and the AB testing tools described below."
• "On top of that, Google Optimize also allows you to customize targeting and personalize your website experience according to your target audience needs."
• "When previewing a web page element you’re testing as a variant, you can get all the info on the container, experiment, and the variant you are viewing by simply clicking on the Optimize extension button, where you can also turn off the preview if you want."

Key quotes:

• "Unfortunately, A/B testing is too often overlooked by designers as a way to improve the overall design and development of a website."
• "While A/B testing, you’ll have the ability to analyze key metrics which give you an overall view of how your website design is currently performing, versus how it may perform with any new planned and improved potential changes."
• "When using tools such as Google Analytics, you’ll typically have the ability to access three different basic metrics to measure the overall performance of your website design: Basic metrics Engaging metrics Conversion metrics Lead generation Sales A/B testing has an uncanny way of showing you which areas of your website design may be lacking or need improvement to boost overall sales."
• "A/B testing opens up an abundance of opportunities to change and analyze areas of your website design to see what people like and don’t like."
• "Pushing your website design changes through data analyzed from A/B testing can really help to drive home a wider audience margin."

Key quotes:

• "One of the questions that I have been asked during my CRO trainings most often was “Can I do A/B testing at low traffic/conversion websites?” A/B testing is a methodology which is based on statistical formulas."
• "And to have a trustworthy A/B test results you need big enough sample size."
• "The required size depends on the three parameters: This is how the reality looks for a lot of websites: Current Conversion Rate: 2%Expected improvement: 10%Confidence level: 95%Sample size: 39,488 users per variant 80k users (40k for each variant) could be traffic for the whole quarter or even a year."
• "However, there are several ways how you can tackle this issue and design better A/B tests even for low traffic websites."
• "And the higher conversion rate you have the fewer samples you need for A/B testing: Current Conversion Rate: 10%Expected improvement: 10%Confidence level: 95%Sample size: 7,218 users per variant However, don’t forget higher micro-conversion rate doesn’t necessarily lead to more macro-conversions! However it is challenging to think big in site-wide A/B tests — it would almost mean to test two completely different websites."