Utilize Conversion Rate Optimization and AB Testing Today!

Are you running a website that isn’t reaching the goals you set for it? Well you’re in luck! Today I’m here to talk to you about some beneficial ways to figure out how your website can be improved to increase conversions with some digital marketing tactics! 

Conversion Rate Optimization

In my last post I talked about conversions, which are events where your website goals are met. Conversion Rate Optimization (CRO) is to think about that goal and figure out what you can do to make that goal easier for people to achieve on your website. An example of a way a business can implement CRO is through different studies such as heat maps. Heat maps are a helpful resource that show what areas of your website users click on the most, and what areas aren’t being interacted with as much. Marketers can then figure out what qualities might make a user interact with high traffic areas of their website and implement those traits into lacking sections.

AB Testing

Another test that businesses can implement in their digital marketing is AB Testing. This test involves taking two versions of a website or email and sending it out to two different groups. The first of these versions is a control variant, this is going to be what you are already sending out. The second version is a treatment variant, where there is a change from the control. Marketers will then send out both variants to two different groups and see which creates the most conversions. AB testing is extremely beneficial because the group that you are testing with is your actual customers! Figuring out which of the two tests creates the most conversions is a way of listening to what your customer base wants.

Let’s design some hypothetical AB tests, one for a website and one for email marketing:

Website AB Test Hypothetical: 

For this website hypothetical let’s say we are running an eCommerce site and we want to run an AB test on the check out page because we’ve noticed a lot of cart abandonment. Our original check out method didn’t allow for saved payments from web browsers to autofill into our check out page, users had to manually enter their card information. We will use our usual check out method as the control variant and implement a second method that allows saved payments to autofill into our check out page. After viewing our web analytics we will be able to see if that change affects cart abandonment. 

Email Marketing AB Test Hypothetical:

We are going to use the same pretend eCommerce site for this email marketing hypothetical. For this AB Test, we want to see whether capitalizing a subject line brings more new users to our website. The control variant for this test is a subject line that reads “Check out our new summer styles!”, as that is how we usually send emails. The treatment variant will be the exact same subject line, but in all capital letters “CHECK OUT OUR NEW SUMMER STYLES!”. We will then send these emails to two small groups from our email list. After using web analytics to figure out which method brought in more new users, we will then send that email to the rest of our email list!.