Marketing activities such as web design can be difficult to correlate with customer acquisition. Luckily, Split Testing Tools have been developed for this purpose – to measure and increase the number of conversions from website traffic.
Unlike many departments in a business, the activities of marketing are often difficult to link with a measurable ROI. In essence, what every marketing department needs are measurable KPIs (Key Performance Indicators).
What is Split Testing?
Font size, color, design, placement,usability, and layout are just a few of many factors that contribute to consumer engagement on a website. Pinpointing which tactics work towards creating a more or less engaging site can be tricky.
Infographic credit: https://vwo.com/blog/infographic-guide-ab-testing/
Split testing is a way for businesses to compare multiple versions of a website, email, form, or other digital media to see which one draws the most engagement from users.
In essence, it is a glorified “A/B” testing software that show what links, forms, images, videos,etc. draw the most attention and engagement on a website. This way, web designers are able to compare different versions of a website or email to see which gains the most traction with visitors.
A/B Testing Examples
Below are few examples of the various A/B tests you can run.
Submit a form button
Option 1: “Submit”
Option 2: “Send inquiry”
Sign up button on a registration form
Option 1: ” Sign up “
Option 2: ” Get an account “
Buy button on a product
Option 1: ” Buy “
Option 2: ” Add to cart “
Sign up for a newsletter
Option 1: ” Sign up “
Option 2: ” Send me the newsletter “
Checkout form on an e-commerce website
Option 1: 10 fields (complete customers’data)
Option 2: 4 fields (key information only such as name, email, city, country)
Major call to action button colors
Option 1: Blue
Option 2: Red
Color split testing in particular has been on a very long on going debate on how it affects consumers’s psychology. The below infographic by the team at iconicfox does a very good job summarizing color effects on branding and decision making.
Split testing tools give businesses the power to increase their website conversion rate through revising and improving their websites.
3 Split Testing Tools: Increasing Website Conversion
If your business is looking to turn your website into a lead conversion machine, you’ll need to implement split testing tools in your process. It’s the only way to continually revise a website with the assurance that changes are being made based on real visitor data.
Good split testing tools are not cheap, be prepared to anything from $50 per month to few thousands.
If you are looking to begin using a split testing tool, here are the top 3 we recommend:
Note: There are probably few dozens of these tools available in the market, but the question you need to ask yourself is, do i really need to try all of them? Nope, that is why we sort list here only the best 3.
1. AB Tasty
AB Tasty (www.abtasty.com) is an all-inclusive data collection tool. It remains one of the more popular and effective website visitor behavior research tools on the market.
AB Tasty’s tracking information is very extensive. Not only does it track the usual stuff one would expect from a split testing tool (location, age, gender, behavior, etc.), but the tool actually tracks strange metrics such as the weather in the location of web visitors.
This way you can customise your products’ messaging based on the website of your website visitors city of origin. If you sell winter clothes and a visitor from a city with snowy weather has arrived, you can personalise your web copy to match his origin, for example “Hey, time to get some warm clothes with this heavy snow outside “
It also has heat map functionality, whereby a report displays“hot” or “cold” areas on your page where users most frequently click.
AB Tasty is truly for the website analytics wizard. The primary benefit of this specific split testing tool is that it’s data analytics are cutting-edge in the industry. Very few website analytical tools will provide the breadth of services offered by AB Tasty.
Keep in mind –all these benefits come at a heftier price. It’s worth it if you need the extra mile of analytical tools, but if you are looking for a bare-bones, affordable split testing tool to increase website conversion, it may not be the right application for you!
Price: Not available in the website, it requires to get in touch with their sales team.
VWO, or Visual Website Optimizer (www.vwo.com) is another fantastic split testing tool. While the company remains one of the smaller web analytics tools, they are continuing to grow and have been used by many reputable businesses,including: Target, Ebay, and Ubisoft.
VWO is a fantastic tool for web analytics beginners and intermediates who are looking for a reliable and informative split testing tool. The learning curve is not very steep, and the software includes all the functionalities that one would expect to be present in a split testing tool, including heat maps, bounce rates, time-on-page, and many other classic measurement metrics.
Price: 30 days Free Trial, it requires to get in touch with their sales team for full price details.
Convert.com is a fully fledged conversion rate optimization platform with focus on split testing. It is GDPR compliant and with few very well known brands on board such as SONY and Unicef.
Convert.com is a preferred choice for many conversion rate optimization agencies due to its extensive features list and great customer support.
The platform allows you to run various types of tests such as:
A/B Experiments to test an altered version of an existing page
Change more than two elements and see the impact on conversion rates.
Select a winner of existing pages available on your website
Make multiple changes across many linked pages, usually for funnel optimizations.
Price: 15 days Free Trial, thereafter starting from $599 per month
How to get started
Before getting started running any split testing campaigns, it is very important to set some foundation in place. It is easy to get lost in emotional decisions to prove yourself or spread too thinly deriving eventually in wrong conclusions.
Step 1: Set a single clear goal
What is that you want to achieve with your split testing efforts? This could be increasing website conversions, increase email subscribers or simply improve click through rate from specific elements within the website. Whatever this is, make sure it is a single goal or would be difficult to validate data and analyze results.
Step 2: Give it time before you call it a win
Unless your sample tests into hundreds of thousands a day, you would need at least a month to run a decent split testing campaigns. My experience has taught me that consumer behavior tends to be different throughout the month, and especially during public holidays.
Therefore, you do not want to make any decision without having a full picture of how your website visitors behave under various circumstances. I strongly suggest you run maximum of 12 experiments throughout the year so you have plenty of data to make as accurate decision as possible. Focus on quality rather than quantity.
Step 3: Accept the result
Split testing campaigns allow you to use very little emotions in your decision and simply follow what the numbers say. Everyone wants to prove themselves that they were right about changing a call to action, modifying an ad campaign or simply changing a colour that lead to great results.
However, in many cases, you would be proved wrong, it is fine. Accept it and keep brainstorming of other ways that can bring you closer to achieving your goals.
Step 4. Take action
Once the numbers tell a story, take an action. No point in running all these tests without making the changes needed. That is why it is important to set an ever evolving culture in place that nothing remains constant that change is the only way to move forward.
Building a website is one thing – learning how to convert web visitors is a whole other task. There’s no quick work around to building the “perfect” site right away, but through time and trial with split testing tools, you can certainly get closer.
Split testing tools allow businesses to compare analytical data on visitor engagement with multiple versions of their website to see which designs, colors, fonts, layouts, and themes work best.
This helps to increase website customer conversion, improve SEO, and turn an average website into a lead conversion machine.
WVO is best for beginners and intermediates,
AB Tasty is best for advanced conversion rate optimization professionals,
Convert.com is great for conversion rate optimization agencies, intermediates to advanced users