Website Split Testing
January 5, 2016
The beauty of digital marketing is there’s tons of useful data that help businesses to improve their returns. A fine example is Website Split Testing. By using A/B testing you can really pinpoint the best layout, images and text to maximise bookings and enquiries.
How does it work? Firstly you need to make sure that Google Analytics has been installed on your website and then set up a goal. Google will then allow a percentage of your website visitors to see the test page and the current one, for a set time, and will collect the results of what those customers do while on the test page.
Different goals can be tested such as:
- Newsletter signups
- Design layouts
- Button conversions (which buttons attract more conversions)
Remember that Split Testing is ideal when you have a single goal eg newsletter signups. If too many goals are tested it becomes difficult to analyse the results as it could be the design increasing the sign ups or could be the form layout itself.
Results: You can quickly and easily see the results in Google Analytics, allowing you to tweak elements moving forward to get the best conversation rates.
Pros: Testing maximises the power of your website and gets you more enquires and customers. It’s a free service provided by Google You can use the results on other platforms – for example use the image that people respond to most in your email and social media campaigns.
Cons: You can’t use it for testing multiple elements at the same time – you’ll need to do lots of experiments over a number of months.