What Mom Never Told You About A/B Testing

A/B Testing is very important for business people because sometimes site traffic declines very fast.

Web site owners ask themselves very often, why they lose web surfers and are not in the position to get them back or to impress new people.

Firstly, I want to explain you what A/B Testing is. A/B Testing or rather conversion rate optimization is a promotional web-advertising technique to engage web surfers to interact with your web contents, that means products, services etc., more strongly. The major aim is to transform simple web surfers into „buying customers“. In other words, more site visitors should visit and order your offered goods via your web site.

Secondly, I want to tell you something about the moment starting using A/B Testing techniques. Ok, we all know this problem: you have launched your first web site and are very proud on. You have invested into marketing campaigns (Yellow Pages, eMail Marketing etc.) and you have contacted some important business people and surrendered some business cards or rather business flyers successfully. After all these first actions you have realized: hm, there is something wrong. On this hand, I have some web site traffic, e.g. 10 visitors per day, for my offered web site. But, on the other hand, nearby noone wants to order my offered goods via web and physically.

So folks, this cant go one. Something should happen?! What to do? Gonna tell you.

Current state: 10 visitors per day, 1700 product views gross, 2 online enquiries per month, 1 order per month.

What normal is for sole proprietors or rather SMEs: 350 visitors per day, 2890 product views gross, 19 online enquiries per month, 18 orders per month etc.

Some business owners would say: i need a new launch that means relaunch of my website for 5000 dollars. Or, I should change my offers and services by introducing new / more interesting products. Or, I should increase my budget for online marketing or rather marketing (+ 2000 dollars more per month). Or, should practise unloved marketing techniques like cold avdvertising and so forth.

Wooah, you feel poor stress. No problem. I can smooth you!!

Don´t run too far away from your performing unit. It is a fact that your are a web site owner who want´s to sell more products – not only via web.

The mentioned techniques above are too expensive regarding budget, time & capacities. All we need is an increase in web traffic per day or per month. More people should visit our web site and order goods offered by us. Consequently, there is no need to start costfully avdvertising campaigns in order to reach the described target state above.

Regularly business owners lose well-earned money and time for partial marketing actions. For example, it makes no sense to invest into an expensive advertising poster and to position it near a prominent local place etc.

Such actions aren´t strong enough to rocket your web statistics to the top. But, sometimes, they also help…

In such cases it is definitely better to use A/B Testing – as a kind of optimization technique – for your web site.

To reach the target state stage you need: an A/B Testing device, an A/B Testing person, some A/B Testing knowledge and, of course, an A/B Testing test market and so on.

Thirdly, I want to explain the „how to make it“ – process regarding A/B Testing.

You need your PC, Internet access and some common or specific software. Either you have designed and programmed your business web site by your own or someone else close to you has done it. Therefore, is is not a problem to exchange text, images and videos on your site! Moreover, you should occupy yourself with some A/B Testing knowledge from books or rather magazines or visit an A/B Testing course in your town. Also you should be in the position to track the whole site traffic action by specific tracking software. Apart from that, good business owners should also move themselves onto smaller test markets in order to investigate significant business actions, tendencies etc.

Now our business owner above is able to create a simple Excel file and to insert the most imortant A/B Testing figures, as quantitative values, inside. For example, he could state: the visits per day, the gross views per site or object, the eMail-response quantity, the order quantity etc. So this guy should measure all important values for a specific day – may be the beginning of a month. After that , he should play with the web site components – like a wizard. He can change the navigation menu from left to right, or he can change the format of the headlines, or he can change the front or rather the back, or he can change the images from old-fashioned to supper-attractive, or he can change the Call-to-action elements like „buy now“ or rather „free trial“ etc.

Some days after this our business man should measure some important web values again – e.g. by the end of the month. In cases of increase he has behaved well. Yes, this is A/B Testing at its best.

Beside the tracking values our business man has also interviewed some business partners about the new look of his web site – and this also very successfully. Fact is that more people have visited the web appearance in question and have also ordered more goods within the described time period.

Either you programm freestyle that means as backend specialist by hand in HTML 5 or you work with a Content Management System or rather wih an online-shop. The principle is the same. Change your code structures in favour of A/B Testing or lose! Change your PlugIns or rather Themes due tu A/B Testing principles or quit with your business!

Lastly, I want to state some dos and dont´s regarding A/B Testing. Dos: fight for A/B Testing by introducing this important theme to the decision makers in your company, occupy yourself with A/B Testing stuff, try to use your hardware & software as a professional regarding A/B Testing techniques, try to work with a good tracking software (ask your provider!), engage yourself with some important A/B Testing statistics, use Excel for your next A/B Testing project, try to speak with some test market persons, try to define your aim – 50 visitors more per day etc. – clearly, try to concentrate yourself only on the main A/B Testing possibilities, and last but not least, try to make many A/B Testing tests (10 to 20 per week) in order to reach your personal target situation safely.

Dont´s: don´t omit A/B Testing, don´t try to relaunch more than needed, don´t make too less tests, don´t invest into stupid marketing actions, don´t invest into stupid optimization software, don´t track 24*7 and this 365, don´t change your whole web offer, don´t invest too much into seasonal actions, don´t apply A/B Testing only for one site like landing pages, don´t try to execute all usable classic or modern actions at once ….

A/B Testing can be very effective for you. It is really easier to exchange an image or to reformat a text than to design a new site or change your product and services. You will see: A/B Testing is a guarantee for business people who want to improve their business regarding traffic, orders etc.

A/B Testing is cheap, fast and productive.

Trust me.

5 Gedanken zu „What Mom Never Told You About A/B Testing“

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