This is a guest post by Ruben Corbo.
Search Engine Optimization is usually one of the first lessons inculcated among entrepreneurs who operate in the World Wide Web. They have been taught about the importance of establishing online presence and accessibility. As such, merchants battle each other in the quest to earn high ranks on search results.
While this is not necessarily incorrect, it is not wise to devote your time and resources on mere website optimization. In the end, it all boils down on how you can structure and design your site to motivate visitors in taking ideal actions such as buying your product.
A/B testing involves the testing of two versions of a site page with one design element tweaked. For example, variant A may contain different icons that variant B. These two versions will be displayed simultaneously to web visitors to check how they respond to the designs. Web developers can make an evaluation of each variant’s performance based on the metrics they set for the experiment, thereby allowing them to make a solid conclusion on what appeals (or not appeals) to their consumers.
A/B Testing Gives you Hint on Specific Penchants of Consumers
A product can be sold to someone who wants it. As an entrepreneur, you should therefore come up with the most ideal line of products to become a hit among your target consumers. With so much at stake, you cannot afford to do trial and error with dilly dallies in your planning.
Conducting A/B testing can help you grasp the preferences of your niche.
Experimenting with variants bearing varying products displayed in the catalogue can help you discern the items that sell from those that do not.
Split Tests Guarantee that Buyers Will Come Back for More Purchases
The success that you can get from A/B testing is not a one-time hit. Implementing the design that gets the most clicks within the page or click out rate towards landing pages (when increasing conversion rates) is just as advantageous in terms of motivating audiences to re-visit the site.
This just means that the variant exudes an unspoken message that the website can contain just about anything that the consumers need. This becomes a bullet train ticket that can wheel back buyers in the online shop whenever they demand for certain products. In short words, A/B testing helps you come up with a hub that can convince consumers to continuously make a purchase from your company.
A/B Testing Reduces Bounce Rates
Not every audience visits your website to make a purchase. Most of the visitors are browsing your site to look for relevant information. If the homepage appears to have nothing to contribute to their search, you can observe a spike in the bounce rates.
This is not only alarming when you are aiming for conversions, but also grave when you are hoping to generate sales lead. Remember that it is vital to make the audience stick around and get the chance to introduce the items from your product catalogue. For what it’s worth, you may interest them into biting your offerings.
A/B testing can help you design the homepage with layout and content that can prompt viewers into navigating the subpages.
Split Testing Attracts the Right Consumers
With the vastness of the World Wide Web, it is inevitable for some users to view your site even when they are not your target. Getting the wrong audiences can badly hurt your record as they may complain about your site not having the things they clamor and demand. Words of mouth that work in reverse to promotion may also be the reason for you to lose a significant grip on potential leads.
Monetizing your site entails attracting the right source of sales. Split testing can help you devise the site in ways that tug the right strings from the right people.
A/B Testing May Also Contribute to SEO
Search engines based the ranks of a website not only on its content but also the implied trust among netizens. A website that constantly garners high level of traffic is more likely to earn high rankings from those that are rarely viewed.
With A/B testing guaranteeing an influx of visitors and hits, bagging high ranks (essential in marketing) may be easier.
For these very reasons, split testing may just be the ultimate money makers of cyber merchants.
About the author
Ruben Corbo is a freelance writer who writes about technology, online marketing, music, art and motivation. When he’s not writing, he produces and composes music for short films and other forms of visual arts. You can learn more on A/B and split testing and Product Recommendation Engines from Maxymiser.