When it comes to increasing landing page conversions, A/B testing can be a marketer’s most valuable experiment.

An experiment?! Yep. Because the secret ingredient of A/B testing is experimentation.

With A/B testing, you don’t have to rely on chance. You can make better decisions based on data and probability. You test the likelihood of what will perform better to increase landing page conversions by:

• Creating two versions of one landing page with differences in just a single element.
• Splitting your total audience into two groups.
• Showing one landing page to one group and the other landing page to the second group.
• Collecting and analyzing data to determine which landing page performs better over time.
• Making an informed decision about the version you’ll take live based on the results.

A/B Testing Goals

Because a landing page that works for one business may not work for another, A/B testing can help you learn definitively what works best for your audience.

Deciding on a testing goal helps you learn how your audience behaves and interacts with your marketing. The test results could also determine future marketing goals. In addition to improving conversion rates, common testing goals include:

• Increasing website traffic
• Lowering website bounce rates
• Determining the best product images to use
• Lowering cart abandonment
  
  

Countless Test Options for Landing Pages

To run a good A/B test, you need to choose a landing page that you’re already using. Your goal for testing is to increase landing page conversions, which drives the type of metrics you’ll need to track success. Then you decide what landing page element you want to test. You can target a variety of landing page elements with A/B testing, such as:

• Headers
• Titles
• Body text
• Opt-in forms
• Calls-to-Action (CTAs)
• Fonts
• Colors
• Images
• Graphics
• Videos
• Animations
• Customer testimonials, reviews, recommendations, awards, etc.
• Navigation
  
  

How to Run an A/B Test in 10 Steps

1. Choose a primary metric.

Before all else, decide on your dependent variable, the metric that changes based on how you manipulate the test variable. In this case, it’s landing page conversions.

2. Divide your audience randomly into equally sized groups.

Typically you need to test with at least two or more audiences to have conclusive results.

3. Determine statistical significance.

Statistical significance in marketing refers to how the relationship between the variables you're testing influence each other. This shows in your research results. The percentage is used to justify the use of one variation over the other. The higher your confidence level, the more sure you can be about the results.

4. Decide on one test variable.

Measuring just one element at a time ensures that the outcome shows just one reason for any variations in performance. Even the simplest changes, such as a different image or words on a CTA button, can make a big difference.

5. Create a contender for the landing page you’re testing.

The existing landing page is called a “control.” It will be tested as it is published. The contender would be a version of the landing page containing the altered test variable. It will be tested against the control.

6. Run only one test at a time.

It’s important to test the control and contender simultaneously. The timing affects your results. One test on one variable at a time keeps the results straightforward and clear. You’ll need to use an A/B testing tool. If you’re a HubSpot Enterprise customer, the HubSpot software has features to A/B test landing pages. Other options for testing include Google Analytics.

7. Create a testing window.

Run your A/B test for enough time to produce data you could use, which means you’d be able to tell whether the two variations have a statistically significant difference to decide between them. Depending on your test, it could take days, weeks, or months.

8. Ask your audience for their opinions.

The quantitative data of A/B testing is undeniable but it may not help you understand people’s motives for acting in a certain way. Consider collecting qualitative data while running the A/B test by adding an exit survey or poll that asks for feedback.

9. Measure the results of your A/B testing.

Focus on your goal metric first. Consider using an A/B testing calculator to determine statistical significance.

10. Take action based on your results.

Your testing may reveal a statistically better variation or it could be inconclusive. If you find a winner, replace the control with the contender. If not, stay with the existing version or run another test based on the insight you gained from the first test.

Either way, A/B testing results have a way of informing future marketing strategies. You may learn how to build landing pages more effectively or optimize other areas of your website, your email campaigns, marketing CTAs, and more.

11outof11 Knows A/B Testing

When you’re ready to increase landing page conversions, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact us to learn more.