In digital marketing, A/B testing is the process of showing two versions of the same web page to different segments of website visitors simultaneously. Comparisons can then be made as to which version improves website conversions. It is essentially an experiment that can be used for statistical analysis and let business owners collect data about the effectiveness of their marketing.
A/B testing can take the guesswork out of website optimization and enable informed decisions that shift business into higher conversion rates. Google permits and even encourages A/B testing and has stated that performing these tests pose no inherent risk to your website's SEO.
How It Works
In an A/B test, you take a web page and modify it to create a second version of the same page. The change can be as simple as a single headline or actionable button. Then, half of your traffic is shown the original version of the page (known as the control), and the other half are shown the modified version of the web page (the variation).
Customer engagement with each page is measured and collected to be analyzed. It can then be determined whether changing the experience of the web page had a positive or negative effect on visitor behavior.
Using A/B Testing for B2B Companies
A/B Testing can be extremely useful for B2B companies, and it can help to improve their sales lead quality and volume from campaign landing pages. By testing one change at a time, a company can pinpoint which affected visitor behavior and which ones did not. These changes could be visual imagery, headlines, call to action, and overall page layouts. Over time, companies can then combine the effect of multiple winning changes from experiments to improve the experience up their webpage over the old one and get more conversions. For more information on how Fourmangos can set up A/B testing for your website, contact us today. Our knowledgeable team can expand on this information and provide you with an actionable layout for testing.