Optimizing the digital experience on your site and making marketing decisions, based on solid data are key catchphrases employed when talking about converting visitors on your site to something more than visitors. You may want your visitors to submit a form on a landing page of a campaign, so that you acquire contacts information. Or, for your campaign it may important that visitors navigate to a specific page to download your pricelist, and so on.
So, how do you know whether your landing page or new call-to-action button design are going to do the job and convert contacts? To shift your marketing strategy efforts from assumption to knowledge, you can run A/B tests to experiment with variations of the original page to measure which variation performs better in terms of making visitors complete the desired goal. Page variations are displayed to visitors at random at traffic distribution that you set for a specific duration. Next, you explore performance results and statistical analysis for the effect of the change, based on which you decide which variation is your winner that optimizes the page to the desired outcome. You can experiment with almost any part of your page – forms, layout, position of page elements, content elements, call to action, images, and so on. Thus, with A/B tests you validate and refine your marketing strategy.
A/B testing is a part of a wider ecosystem of optimizing your website and increasing conversion rates. For example, website analytics may help you identify problems with visitors' experience on your website. The case may be that bounce rates are high, or not enough visitors go your promotion page and leave their contacts. In combination with your business objectives and reasonable metrics, A/B testing is a key method to optimize conversion rates and make data-driven marketing decisions.
The general A/B testing workflow is as follows.
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