Have you ever wondered if your website could be converting more of your visitors into buyers or capturing more leads? Chances are if you’re not already testing your website’s design, content, or user flows, it could be doing more for your business. Testing and optimizing your website can help your business grow by converting more of your current traffic into customers.
Here are five reasons why you should start testing your website:
- It helps to eliminate the biases and “best practices” that contributed to the design of your current website.
Often, our likes, preferences, and feelings (or those of others) become part of the website design process. I bet there’s a good chance that your website was at least partially created based on what you or your head of marketing likes, not what your users want. A/B testing allows you to test all of this and figure out what works best for your visitors.
- The incremental gains from testing add up over time.
A 5% increase in conversion rates on your ecommerce site might not seem like a big win at first, but over time, those little 5% increases begin to accumulate and make any future traffic efforts more worthwhile. Sending visitors to an unoptimized website is like trying to fill up a bucket with many holes.
- It allows you to see how your visitors act in real world situations.
A/B testing on a live website allows us to test directly with real-world visitors. It’s one thing to hear from your visitors through surveys about how they might act in a hypothetical situation, but you’re able to learn much more by observing real actions.
- You can test your marketing messaging to find out what resonates best with your visitors.
The content and messaging used throughout your website should be helping to tell your story and to sell your product. If your current content isn’t connecting with visitors, how would you know and how would you know what works? A/B testing allows you to hone your content so that it connects with your visitors and is as effective as it can be.
- It allows you to succeed or fail quickly.
If your current website isn’t converting like you think it should be, it’s easy to test out new ideas to see if it has a positive impact on your website visitors. Instead of waiting and wondering if your current site could be better, test it. A/B testing allows you to quickly validate new ideas or theories and iteratively improve your online experience.
Driving more visitors to your website through paid advertisements can be costly, and sending these visitors to a website that isn’t performing at its peak is a waste of money. A/B testing allows you to iteratively refine your website to get more conversions out of the traffic you already have.
Getting started with A/B testing is easy and relatively affordable. And, almost anything on your website that has an effect on visitor behavior can be A/B tested.
So, what can you start testing? Here are a few ideas to help get you started:
- Sub headlines
- Paragraph text
- Call to Action text and styles
- Link styles and wording
- Content near the fold
- Social proof
- Media mentions
- Awards and badges