A-B tests to enhance conversion rate
Rules to remember when carrying out A/B tests to enhance conversion rate
Rule#1: It doesn’t mean it will work for you if it worked for someone else.
If CRO were a repeatable process that worked the same way for every website every time, there would be no need for testing at all. Marketers would know the way all e-commerce websites perform, and everybody would apply the same rules.
Unluckily, this is not the case (and a world full of sameness would be rather boring anyway), which is why you must perform A/B testes on your own unique copy with your own distinctive audience. Sure, you can borrow ideas from other CRO-ers, but don’t expect the similar outcomes.
For example, let’s say Company A sells shoelaces and Company B sells enterprise computer software. Obviously, the buying cycle looks totally different for these two corporations, even if they have customers in common. Company A may find that replacing its basic call-to-action (CTA) button to green instead of red enhances sales by 75%. But, it is not likely that Company B would get similar results.
Rule #2: Clearly define your success metric.
Never lose sight of your ultimate success metric. CRO is about conversion. It is not about open rates, click-through rates, tweets, shares, or pins. Unless, of course, tweeting and pinning is the “conversion” on your website. In that case, go crazy with it.
The bottom line: have a goal in your mind and enhance your copy around that target. Everything else is a vital performance indicator (KPI)
Rule #3: Test one thing at a time.
This one is pretty self-explanatory but worth mentioning because it’s important. Once performing A/B testing on your website, test one variable at a time to ensure that results are readable at the end. If you alter your headline at the same time you change your navigation, how will you recognize which one of the variables contributed to the majority of conversion?
Pro tip: If you run a headline test, be sure your test headline works with the rest of your digital touch points throughout the sales funnel. Consistency builds credibility.
Rule #4: Always set up a baseline
Increasing conversion rates is your instant target , and if you’re like me , you’re in a hurry . But , before jumping into a high stakes A/B test ( or even a low stakes A/B test ) , it is important to budget time up front to establish a current baseline to gauge against . If you don’t know what your current conversion rate is , how will you know if your future tests are successful ?
Rule #5: Walk before you run
This proverb is true in many aspects of business , and A/B testing is no exception . As client views and expectations evolve , CRO has always been and will always be a moving target . You will make mistakes . You will learn from your mistakes . With practice , you will become an A/B testing master