Drive Visitor Conversion With A/B Testing On Your Site

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Ideas and Strategies for Real-Time Personalization
Drive Visitor Conversion With A/B Testing On Your Site

November 11, 2014 by

Hello, and welcome to another Real-Time Tuesday. This week we will be discussing A/B testing. Savvy marketers are using it to gain insight into visitor behavior, optimize their websites and drive conversions. It’s important to constantly test and optimize, to find out what works best on your site or to help you figure out what doesn’t belong. And the good news is that it doesn’t have to be difficult!

With A/B testing, you have two versions of an element (A – the control and B – the variation) and a metric that defines success. You can set the control or the variation to equal any percent. So, if you want to test multiple messages, this is just as easy. You can set up different messages, so 25% of visitors see content A (control), 25% see content B, 25% see content C, and the last 25% would see content D. To learn more about Evergage’s A/B testing feature, click here.

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Publishers Clearing House set-up a split A/B test on their website PCH.com. Multiple messages were tested with the goal of converting unengaged visitors to engaged visitors. PCH.com tested different infobars and popups to see which one would give them the best results. The infobar message above saw a 36% lift in engaged users compared to the control. During this process, they also learned that a popup message on their site had a negative impact. PCH continues to test and optimize their messages and web content.

There are many ways in which A/B testing will benefit your website including inline content, images, calls-to-action, buttons, offers and promotions, popups, and more. What’s better than finding out what appeals to your website visitors? After all, driving engagement and conversions are top of mind for us marketers.

What are your thoughts? Do you have any successful stories that have to do with A/B testing? Let us know in the comment section.  

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