The success of your landing page, form, or email marketing campaign is going to be determined by your audience’s interaction with it. While you might have an exceptional understanding of your user base, it might be difficult to determine, at first glance, whether each element of your page is optimized. At the same time, solely adhering to industry “best practice” guidelines may not always be the right solution for your particular users.
Continuous A/B testing allows your intuitive design to be improved and backed by data-driven results. Here are a few things to consider if you’re not already testing:
1. It’s not what you say; it’s how you say it.
Content undoubtedly contributes to the overall strategy of marketing efforts, but oftentimes we find that there can be a multitude of ways to imply the same, exact message. Your current CTA might read, “Buy,” “Order,” or “Purchase Now!” All have the same meaning but are delivered with different tones or have different connotations. Perhaps your audience responds well to a sense of urgency, or maybe, instead, they are turned off by it. Running an A/B test can help determine what type of content leads to better conversion rates.
2. Your business is unique, and your design and marketing efforts should be too.
Researching best practice guidelines in your industry is an excellent way to start planning your design strategy, but know that your business’s website should not rely solely on what worked well for others. Your site and your user base are unique, which is why a generic concept is not going to outperform a personalized one. Trial and error is a practice necessary to achieving your best results.
3. Small changes can make a big difference.
Wording can be the deciding factor in your CTA’s success. Your subject line can determine if your email is going to be read or not. These are small elements that can stand in the way of improved conversion rates. Your product or service should get the attention it deserves and should not be overlooked because of minute details. Experiment with different ways to present your information and allow A/B tests to take the guesswork out of performance.
4. Continuous questioning leads to better understanding.
A/B testing is meant to be a long-term process. The very nature of the method allows you to just test one element at a time, so keep in mind that one test isn’t going to provide you with all the answers you’re looking for. A/B tests can, however, help you discover patterns, and the patterns you discover will help you better understand your audience.
While it can seem overwhelming to endlessly have to optimize your site, the process is going to help you in the long run. Once you have a better understanding of your audience, you can make necessary changes, and keep them consistent in the future.