What is A/B testing and how can it help your website?

A/B testing consists of creating two versions of an element to analyze its impact on customers. This provides advantages for companies, since it allows them to know which elements are more attractive for the user experience.

1. What is A/B testing?

One of the concerns that arise when designing a new website is to find the design that successfully attracts prospects. It is true that you have to take into account factors such as the current web design trends and the objectives to be met for your company, but you cannot leave behind the essential factor for the success of a website: the attitudes of users when browsing your website. Although there is no perfect formula in marketing, we can find an ideal strategy for the right time if we take into account the user experience.

And how to know the attitude of your customers when visiting your website? Basically by studying the elements that attract their attention. Data such as conversion rate and time spent viewing the website will help you discover that there are features of your website that are more attractive to your potential customers than other details of the website. For example: the choice of colors, the design of the CTAs, the structure and content of your copy, among others. Indeed, elements as simple as words and colors can make a big difference.

That is what A/B testing helps you to discover. This practice consists of the development of two versions of the same element with a simple differentiation, with the aim of putting both to the test and discovering which version of the element generates better results. You can already imagine that this information can be of great help to you: if you know the most attractive elements for your customers, you will improve your method to guide them towards the conversion process. Undoubtedly an ideal method to find what catches the attention of your customers, and take advantage of it to launch campaigns at the right time.

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2. How and why to perform it

This methodology is very simple, but as long as it is performed successfully, you will have to be patient and organize your resources and time to follow up the test in depth. Although tests can be carried out at any time, a single change between variants must be made at each test. If your brand has more than one color, it can be an interesting test to use them to design your CTAs and check which of them receives more clicks, for example.

If you make two versions with a large number of different ones, it will be complicated to find the element that is more effective between the two options. Starting from a single difference you will be able to find which version is more attractive to users and, subsequently, start improving your guide to the conversion process.

Now that you know that it is better not to rush, these are the steps to follow to perform an A/B test:

Define the objective of your experiment

This test is guided towards your marketing strategy, so it will not have a direct influence on your sales. However, it will help you improve related data, such as conversion rate.

Set the parameters for the study

By taking into account your number of customers and the objectives you wish to meet, set a time limit. You should allow some time for users to interact with the elements of your website, but it is important that it does not take too long, so that you can carefully analyze the reactions of users to the elements.

Choose an element to edit

It is time to decide which element will be the protagonist of this experiment: a color, a format, a text, an image, a video, a structure… As you can see, you can experiment with any detail. This element can be applied and analyzed in any strategy you want to test, such as your email campaigns, your landing pages or your ads. But remember: test a single element in each A/B test.

Launch it to your customers

If you have more than one class of customers, keep their interests in mind when testing, and make sure you launch the versions in the right direction. Your customers may respond in different ways to the experiment, and that will give you an important clue to better guide you in targeting strategies for each of your prospect groups.

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