Biz Tips: How to Increase Conversion Rate Using A/B Testing by 200%?
GROWTH:
How to Increase Conversion Rate Using A/B Testing by 200%?
In the tightly fought B2B industry, you need to make sure the people coming to your website try out your product and ultimately become customers. A signup, a demo request or a content download (collectively — Call to Action or CTA) shows intent to try and buy. So how do you make sure your website is optimized for best experience?
The first step to achieve this would be to take the guesswork out of the picture. Think about questions you always ask your design and marketing teams — why the color of the CTA button in blue instead of red OR why does the hero image contain product screenshots and not the face of a happy customer OR why should the position of CTA button be left and not middle or right?
Truth is, the marketing and design teams cannot give you a precise answer. They can only guess and follow best practices from experiences. Only people who can give you these answers are your customers. Hence, you should always ask your customers their opinions. A/B testing helps you do that, subconsciously.
We, at Kommunicate, increased our signups by 200% in a span of a few weeks using A/B testing. Cutting the story short, let me tell you how we did it and best practices to follow while experimenting with A/B testing.
Prerequisite — Select your preferred tool
You can set up A/B testing manually, but that is too much a task for startups and small-medium businesses. There are tons of good plug and play tools out there such as Optimizely, VWO, Google Optimize, Unbounce etc. Pick one which suits the best for your requirements and budget. Let’s head straight to our quest
How to increase conversion rate using A/B testing?
What to A/B test?
Well, I would say literally almost everything. Whatever can trigger your users to make an account, request a demo or buy your products. That could be your hero image or reshuffling your navigation bar — anything.
Let me share what helped us double our daily leads and how to employ best practices while A/B testing:
Hero Image
Your hero image is your first impression on anyone who lands on your website. Just keep experimenting with it time and again. Depending upon your business use case; test a product screenshot vs a value illustration. Or test whether do you need a hero image or just a bold, action-driving headline is enough.
What worked for us: We tested the product screenshot vs a happy human face and we got more conversions with the later.