Is your amazing, fully SEO-compliant website not getting the traffic you want? Worse still, have your sales or lead conversions dipped from earlier levels? Nightmarish as it sounds, this can happen to the best of us. You want to improve SERP ratings and ROI for your business website without spending a fortune. An introduction to SEO A/B Split Testing is the answer.
Here’s a stat for you. Former US President Barack Obama got $60 million for his campaign using A/B testing alone. Whether it’s for mobile app testing or monitoring landing page performance, digital marketers choose A/B split testing as the most effective testing methodology.
So here’s a breakdown of all you need to know about A/B Split testing and why it’s crucial for your business growth:
What Is A/B Testing?
Put simply, A/B testing is a method of checking how your current web page is performing compared to a modified version of the same page shown to different groups of randomly selected users.
How Is A/B Testing Done?
To perform an A/B test (also known as a bucket test), you choose a webpage and create a second modified version of it. The edit can be as simple as a cosmetic variation like a color adjustment or the inclusion of video content. Or, it can entail a complete site overhaul.
One-half of your traffic is shown the original ‘control’ page while the other half is shown the ‘test’ variant. Data analytics are used to assess both groups’ engagement with the two pages and their experience is recorded. Based on these statistics, it can be seen whether the modifications have had a positive or negative impact on user experience and engagement.
Who Needs A/B Testing?
For most websites and particularly for mobile apps, A/B testing is a continuous testing process. Businesses like e-commerce that rely heavily on providing enhanced UI/UX to attract traffic have to constantly test and update their pages.
For B2B operations, A/B testing is an effective way to troubleshoot pain points on their site. The recorded data from mapping UI/UX can pinpoint the areas where they are losing sales leads. Based on this data, the company can modify its CTA or landing page content or even the overall navigation of its webpage or mobile app.
This kind of tailored user experience can have a significant impact on traffic and ultimately lead to increased conversions.
What Can You A/B test?
Ideally, any content that is on a business webpage or app can be A/B tested, including the following:
Headlines and Subheadings
A catchy headline is one of the first things a user reads on a webpage or app. Make sure the headline is short and self-explanatory. It’s a good idea to A/B test different font sizes, styles, and colors to see what works best. Sometimes, the stylistic elements get the better of us and businesses use fonts that are hard to read, losing them leads.
The body of your webpage content should be clear and concise and relate to the page heading. It should aim to answer the focal questions succinctly. A/B testing here can show if your content has the right tone of voice to resonate with users and encourage conversions.
Formatting your content in subheadings also improves readability. A focused answer to a question can also help you achieve the prized spot of a featured snippet, further enhancing your SERP rankings.
Wording for PPC Ads
You can see a marked improvement in your click-through rates (CTR) by modifying the wording of your PPC ads. Simple tweaks in your ad text canTweet