A/B testing can help you increase conversions – this is also known as split testing. Working with split testing gives you a clear insight into what your potential visitors want. Whether you are making small or large changes split testing measures the performance of your website allowing you to make improvements.
Split testing is an experiment used by many large businesses today, proving its worth. The test is best carried out with an audience of a sufficient size in order to getting the most information out of the results. It is a process used to keep costs as low as possible while receiving a greater return.
What benefits can you get out of split testing?
The most important benefit split testing provides is an increase in conversion rate. By increasing your conversion rate, you will be able to lower your advertising costs when using PPC, whilst still increasing your revenue.
Other benefits include that it gives you the chance to improve your overall website score provided by Google. Google use a scoring system between 1 and 10 which gives the chance to measure where your website is currently at so as to make improvements.
What areas can be split tested?
- Headlines
- Headings
- Colours
- Fonts
- Layout
- Paragraphs
- Offers
Just taking for example “headings” – testing your heading and making small improvements can have a massive effect. Headings are the first part viewers will read, if it’s not concise and interesting it will have a negative effect by losing the interest of potential clients, and in result decreasing your conversion rate.
When using a pay per click campaign it is always important that you run these tests. Just by making small changes or by using different word selections, you can show a marked increase in your conversion rates, which will also have a positive impact on your income.
