General

Utilize A/B Testing to Experiment with these 5 Elements of your Site

Maybe you’ve done an excellent job in driving load of traffic towards your site but this traffic is of no use if it isn’t converting. You’ll have to find out factors which are not letting the traffic to convert.

 There are several misconceptions related to SEO and PPC. The most common one is that if you’re spending time and effort on organic search and simultaneously are making efforts with PPC your website can gain a great load of visitors. This concept is true but also prove out to be false in many situations. This strategy usually does work but getting a rush of traffic is clearly not the only metric that matters.

In order to identify why your traffic isn’t translating into conversions A/B testing is required. A/B testing is actually an experiment conducted with two or more variants of a website to determine which variant works better. This experiment will help you understand the factors that can better optimize your web pages. Well, there is a number of things you can test on your web pages, but I’ve compiled a list of a few important ones for you.

Size of CTA buttons:

You must have noticed many CTA buttons on several sites saying “Sign up here” or “Create my Account”. These CTA buttons are highly important in driving conversions. So let’s start off with the size of your CTA button. The button requires to be big and bold in order to get noticed. You won’t want your audience to find the CTA buttons on your platform.

You must be wondering what the best size for optimal conversions is. Well, the best way is to experiment with different sizes to monitor the results. After running this experiment on my site I noticed that larger CTA buttons actually have 10% less conversion rate than a medium sized CTA button.

Promotional Content on the Landing page:

It is a common practice to bombard the visitor with promotional activities to stir their interest up. But it really isn’t the case and this has been proved by the A/B testing. While performing a few tests on a website we noticed a significant difference in their conversions with and without promotional content.

Landing page flashing the new promotions and a landing page with no promotion just regular prices of the items they offer. The increase of 43% has been observed by eliminating the unnecessary promotional content from the landing page.
Observing site speed by adding and eliminating different elements can also be of help to find out the factors that are affecting your site’s speed. Make your site light enough so that it can run smoothly with slow internet. But with Cox internet around I don’t think the users of this connection suffer from poor internet speed.

Headline Phrases:

What are headings about? We all know that headings are to represent the core and crux of the story told in the article. It should be intriguing enough to motivate the audience to read and simple enough to understand.

Words have the ability to prompt people to take action. Making your headings more meaningful, intriguing and more defining is very important in driving better conversions.

Movexa just added another word “Supplement” in the heading and the difference of 89% was observed in the sales. A better defining heading is important to attract the audience.  

Call to Action Phrasing:

There are several Call to action phrases but a few works better than the others. I happen to work on a bank’s website and tested these two CTA phrases “Apply now” and “Submit” for a loan application form. The results showed that “submit” CTA button worked better than that of the “Apply Now”. Why is that? Well, it also varies from business to business. Like for a bank, Apply now implies that your loan application can get rejected but the “Submit” button gives the feel that any application can get approval by simply filling the form.

I’d highly recommend you all to experiment with CTA button phrasing to yield better results. Too many Call to action phrases can make visitors lose their focus. Removing unnecessary text from the pages can help in yielding better sales. We all believe this for a fact that “the simpler the better.”

Value Propositions:

Trying out different value propositions like free shipping, one-day delivery, easy return, easy in-store return etc. can also help in generating better conversion rates in case of an E-commerce store. We experimented these factors with a few online stores to test how they affect the overall sales. And the results were magnificent. It doesn’t only help in generating better sales but also boosted the credibility of the platform and helped in gaining general positive reviews about the platform which in turn contributed in the site’s optimization.

Conclusion:

Never ignore the little design elements instead create a hypothesis and run A/B testing over it to better analyze their effects. As you can clearly see in the above-mentioned examples that little things like CTA buttons can affect your conversion rate.

 

 

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Robert James is an MIS with a vast experience and research on personal and home security tech and gadgets. He also writes on Comcast Packages also he is an MMA Fighter and Technology enthusiast with a will to act. Tech Writer and Researcher with a flare to review the latest security tech and gadgets

11 Comments

  1. Experimentation has always been the best in the digital industry. There are so many examples of some great companies who have touched the billion figure just through A/B testing. Companies those who heavily rely on common best practices are never going to be any different anyway.

    Just some extra info for those who like to experiment with some new things. Singles Day has become a very popular thing on facebook as it helped to raise revenue a lot better than many other days. Do give it a read if you’d like to expand your horizon. Thanks

  2. Robert James is an seasoned blogger in the area of Digital Marketing & Strategy.
    This article gives true insight on how to maximize conversions through simple tips and tricks. Its all about developing brand consideration – helping consumers to make purchase decision.

    Again, Interesting read

  3. It’s one thing to trust your hunch and hope for good results, the right approach, however, is to test your way to real-time, actionable results. Thanks, Robert for highlighting crucial elements for getting better results. “Little things” that you focused on (e.g. CTA) are often overlooked by marketers, resulting in a ripple effect that reflects significantly on overall performance.

  4. Never knew how important each of these elements of the site are, if it weren’t for experimentation in order to improve conversion rate. I’m glad that I got to read these aspects of online content marketing that could have a huge impact on the flow of traffic. I see myself giving more attention to these sides.

  5. A very well explained article you have there, Robert! A low conversion rate has been an issue on my website and I have tried a couple of things that you have mentioned, however, I didn’t realize that small factors like the “size of CTA buttons” and minor changes in “call to action phrases” can have such a huge impact.

  6. Hi Robert,

    Thank You for pointing out all these practices to better optimize or digital campaigns. Your systematic approach towards optimization is of great help for any newcomer in this industry.

  7. Hey Robert! this is the second article i have read of yours. I would say it helped me alot in how to improve my conversions as there was quite alot of traffic on my website but conversions were quite low. Reading this has enlightened me with more ideas and basic steps with which i can improve the quality of traffic on my page and so as the conversions. Great Article!

  8. You got a website, you want to run split tests, how do you know what you should be changing on your own website all these questions can be answered from this piece of article.
    This is a greaaaat lesson I’m glad I learned before uploading my content on my author website. I’d like to test if the preformatted website wix made will drive people to my Amazon page more than the singular focused pages you had examples of. My main take away is to simplify my landing page, even more, to focus on a single place to click.
    Thanks, Robert for the effort it is worthy to read.

  9. A/B testing is something that is not being tested by quite a few marketers and they are stuck to the conventional approach. Shout out to the author for emphasizing on this and suggesting different elements for your site to increase the traffic load. One can refer to many free CTA Examples online as well.

  10. I thought call to action was just a formality, but i got the exact meaning of CTA, with examples and and different ways to create compelling CTAs. Now i know how i can keep the conversion rate in line.

  11. Well made points, totally agree with how important A/B testing can be. As other readers might get an idea, the CTA button is probably the most important element for any business on their website, so one should definitely experiment and with today’s tools, it’s just a lot easier now.

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