Founder & CEO, Keynote Speaker, Entrepreneur, Recipient of Comparably’s Best CEO ’17
November 21st, 2016
Remember, Conversion Rate Optimization (CRO) is data-driven.
But before you can start interpretting data, your website needs to be fully-equipped to start gathering it. The initial steps outlined in this article are crucial to preparing your marketing for success and getting the best results from your A/B tests.
These are the metrics that are most likely to be affected by your A/B tests. If a test doesn’t impact conversion rates very much, you can refer back to these metrics to see if the test had any impact at all.
Decide What to Test (Form a Hypothesis)
You should always be testing and refining your website. It’s never-ending because online user behavior is always evolving and your website will always need to keep up.
For each test you will form a hypothesis:
If I change X, I estimate I will get Y result.
As mentioned earlier, to ensure you have a clear understanding of the A/B test you are about to run, ask yourself the following:
What am I testing? (Headline, CTA, page layout, colors, etc.)
Who am I testing? (Organic traffic, leads, customers, etc.)
Where am I testing? (The specific page)
There are virtually unlimited options for things to test, but here are some of the most prominent to start with:
Test headlines, subject lines, and titles.Try different variations using intriguing adjectives, specificity, urgency, numbers, and making a bold statement.
You CTA is critical to conversions because it asks the user to take the final step. The last thing you want is for a prospect to venture through your conversion funnel and walk away because of a weak CTA.
Here are some ways to tweak your CTA for better conversions:
CTA location (above/below the fold, center vs right, etc.)
Once you’ve formed your hypothesis, it’s time to put it to the test. Before doing so, create a wireframe or outline to make sure your test is viable.
Create a Wireframe or Outline
You don’t have to create a wireframe if you’re only making a small tweak, such as a headline variation, but, any alterations that affect the layout of the page should be visually outlined before you implement so you can do a final evaluation.
Before implementing a test, answer the following questions:
Where are visitors coming from?
Is there a clear path to conversion?
Is the CTA easy to find and attention-grabbing?
Does the design match the message of the content?
How does the new element look on the mobile layout of the page?
Once you’re confident that the new change will improve the page, proceed to implement your test.
Implement Your Test
Run your A/B test using CRO software or the A/B testing feature in HubSpot. Don’t stop your A/B test until you’ve reached statistical significance and met the required sample size.