Genius Insights for A/B Testing in Landing Pages
I know you have read multiple articles on A/B testing. This article will enlighten you on the importance of segmentation and also doing A/B testing.
Why you might be doing A/B testing wrong
Very many marketers waste a lot of time and resources in conducting haphazard A/B tests which give them statistically incorrect results that won’t help them take appropriate action to improve the conversion rate of their pages.
The following are some of the ways you might be going wrong:
1. Testing for testing’s sake
You should not conduct an A/B test just because you feel that it’s what is trending and all other marketers are doing it.
You should first know what you want to test, why you want to test and also the strategy that you want to go with. You should understand that split testing does not mean you get more conversions only strategic split testing results into increased conversion rate.
2. Testing minutiae
Testing minutiae is when you keep testing very tiny variations in your landing pages. This kind of testing will not give you results or if it does it will be a really small shift.
If you want to have a successful test you must focus on strategic points which are in line with a crucial moment in a business’s existence.
3. Conducting non-data driven tests
Successful results come from the compilation of numbers, charts, graphs, statistics and metrics. You should first look at the data you have collected, form a hypothesis and finally test the hypothesis you had formed.
When your test is numbers-driven you are more likely to get conversion success that if it’s not.
What is segmentation?
This refers to the grouping of prospective buyers into groups that have common needs and who will have a common response to a marketing idea. This helps companies to get the opinion of different categories of consumers on a certain product or service.
Your consumers are likely to come from different countries, speak different languages, use different search terms to access your site, click on different places on your website and just have so many different preferences.
This makes it illogical to test them the same. If you give them the same test you will get skewed results that will not help you make relevant changes to your marketing website.
There are a number of segments that you can use to group our website visitors. These include:
• Operating system
Choosing the right segment for a certain test is not as easy as you think. It requires you to be intentional, thoughtful and patience.
Segmentation adds a new level of accuracy to the results you get from our split tests. This will help you get a clear picture of where your visitor is coming from, what his/her intentions are and how to test his/her behavior.
For the A/B test to be successful you must analyze the results per segment and not the general audience as a whole.
Your goal should be to meet your customer’s needs by understanding them and delivering them as required. When you conduct a generic test you will also get generic results.
Always consider your audience’s differences and use these differences to create a test that will yield the best results that will help improve your conversion rate.
In conclusion testing that has not been thought out can do more harm than good. You should ensure that strategizes your testing approach.
I hope that this article was helpful to you.