Table of Contents
- 6 Steps To Successful Landing Page A/B Testing
- Mistakes To Avoid When Split Testing Your Landing Pages
- Summing Up
So, you’ve completed the design of your landing page. Cheers! All that’s left to do now is go live, relax with a bottle of champagne, and watch the conversions roll in. If only marketing campaigns were that simple!
Your landing page’s initial version is just that: a first version. You can only find out what truly works by testing the page against a slightly different version and seeing which one performs better, no matter how much prior effort you put into building a conversion-optimized page.
Landing page A/B testing allows you to evaluate which landing page version gets more clicks, converts better, and has a lower bounce rate. Furthermore, you may refine your landing pages through several testing.
That may appear to be a lot of work, but conversions require it. Every component of your landing page jigsaw must fit together, and the parts must work together to generate more leads. We’ll go over the ABCs of A/B testing landing pages in this post based on our broad experience as an email marketing agency. So, let’s get this party started.
How Does A/B Testing Function And What Is It Used For
A/B testing compares two versions to discover which one performs best. This entails comparing two slightly different versions of the same page to discover which one has the best conversion rate when it comes to landing pages.
To begin with, you construct a customized version of your landing page with one change—the “variable”—that you believe would impact your conversion rate. This may be the positioning of your hero picture, the layout of your template, font of your headline, or your CTA. Later, two small yet highly engaged sets of your subscribers will be chosen as control audiences and be sent with the two versions of the same landing page with subtle yet impactful changes to see which one gets maximum engagement.
After the test is over, you compare the data from both versions of the page to determine if the new landing page had a good, negative, or no effect on your conversion rate. If the modification is beneficial, you can use the changed version as your new default landing page.
It’s critical to recognize that A/B testing isn’t a one-and-done exercise. It’s a continuous process of fine-tuning your campaign for optimum conversions by making little adjustments to your page. Every test you run builds on the one before it: even a bad result is helpful since it informs you about what won’t work when it comes to building your next test.
A/B testing is frequently stated in the same breath as multivariate testing. Although the two approaches are very similar, there are some significant variations between them. Multivariate testing examines many variables at once, whereas A/B testing compares two alternative versions (A and B) of a landing page by altering one variable at a time.
6 Steps To Successful Landing Page A/B Testing
Let’s break down A/B testing on landing pages into simple stages. There will be no confusion, this way.
1. To Select What To Test Initially, Understand User Behaviour. Understanding how your visitors interact with your site when they first arrive might help you determine what to A/B test first.
The essential thing to remember is that you will require this information before you can begin A/B testing landing pages. You want to start with things that will actually make a difference in the outcomes if you want to grow your brand and improve conversion rates quickly.
2. Defining The ‘A’ Version. For your landing page, use version A. A/B testing may be done on a brand-new landing page or one that currently exists on your site. Of course, the latter is less time-consuming, so start there if you’re currently receiving conversions from it.
3. Create Variation By Identifying Opportunities. Change one element to generate the variation now that you have control to analyze which factors do you think will have the most impact on conversions?
4. Select An Effective A/B Testing Tool. When it comes to A/B testing landing pages, the right tools are crucial. There are several alternatives available. Use a tool that gives you a lot of flexibility and produces easy-to-understand outcomes.
5. Find Out How Long The A/B Testing Should Last. Each version should run for long enough to collect adequate data.
For example, if few people view each variant, you don’t want to rely on such choices of a handful of visitors. Instead, you should gather a lot of data from your audience so that you can make judgments that will benefit everyone.
6. Analyze The Outcomes Of The A/B Testing. Make sure you analyze the results properly and make changes if needed.
Mistakes To Avoid When Split Testing Your Landing Pages
Here are some of the most typical blunders to avoid while putting testing into action:
1. Failing To Account For Previous Testing Findings
It’s critical to remember your previous findings when deciding what to test next if you want to get the most out of A/B testing. To do this, you should retain a record of all previous tests, including any data on what worked and what didn’t. You’ll have a far greater chance of creating successful, data-driven hypotheses and avoiding accidentally repeating the same test if you have these records on hand.
2. Not Running Your Test For A Long Enough Period Of Time
How long should your A/B test last? The answer to this question varies depending on the circumstances, but one of the most important variables to consider is the amount of traffic you receive. You must ensure that your sample size is large enough to provide clear results, as with any statistical study. Simply said, the less traffic you get, the longer you should run your test before proclaiming a winner.
3. Trying Too Many Variables At The Same Time
Unlike multivariate testing, A/B tests are most effective when only one or two variables are used. This makes determining which changes had a beneficial influence on your conversions. To prioritize your testing roadmap, use the ICE structure discussed before.
We’ve seen how A/B testing may be a very effective way to increase conversion rates on landing pages. It paves the way for more effective, revenue-generating initiatives by allowing you to determine what works and what doesn’t. Being an email marketing agency is one of the most important parts of our work. Now it’s up to you to put these concepts into action and build beautiful landing pages that work.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email Conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blogs.