A/B Testing: Technology That’s Changing the Rules of Business


A/B Testing: Inside the Technology That’s Changing the Rules of Business

Things have certainly changed over the last 10 years! I have an honest question for you. Is your company trying to increase sales leads through content and social media marketing and neglecting the conversion optimisation process completely?

I remember spending weeks developing content and backlinks trying to boost traffic and sales. Sure, analytics told me I had traffic and leads but it didn’t tell me what was working to get those sales and leads.

How many SMB’s have added content, images, a blog, and used simple contact page on the top right of the page for generating leads, then say job done?

I personally used to think the only way to get more sales was with more traffic. It can be a bleak outlook when you consider the below data.

The average conversion rate the rate at which visitors convert into customers across the web is only 2%. That means it′s likely that 98% of visitors to your website won′t end up converting into customers. Siroker, D. and Koomen, P. (2013). A/B Testing: The Most Powerful Way to Turn Clicks into Customers

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But, what if you could double your online sales without the need for more traffic?

When I asked my self this question, I began to search for answers. I used to stare at the my screens wondering how could I know for sure that changing a title or a call to action was increasing my sales. And then, I came across A/B Testing.

In the old days, only companies with big pockets could get the answer to how you could get more sales through current traffic.

Why? Because it required costly engineering and IT resources, and only deep pockets could get this data.

Today, technologies have leveled the playing the field. And A/B Testing is available and affordable to all companies. A/B Testing is

Inspiring a new generation of companies to make thoughtful, data–driven decisions MARISSA MAYER, CEO of Yahoo!

My goal is to share some of my experience with you and help point you in the right direction to tackle this utterly complex subject.

Spending on market analytics is expected to increase 60% by 2015 (CMO) Council; Advancing Analytics: How Insight Fuels the Marketing Engine

So why ARE companies willing to increase their marketing spend on A/B Testing? What benefits does a/b testing hold for the average business?

It’s a simple idea.

Basically, the idea it is to show different versions of your webpage to live traffic.

You can make changes to your current design (variant) and then send 50% of your traffic to that new design while also sending the other 50% of your traffic to the original design (control).

This way, you can validate which version actually increases sales before you make final changes to your website’s code.

It can improve the user experience and effectiveness of your marketing efforts and it’s not unheard of to produce results that double or triple your conversion rates.

Amazon, Netflix, Google and even Barack Obama wouldn’t be were they are today without the power of this technology.

A/B Testing is fundamental to increasing sales and improving customer service support by providing the right message, at the right time to the right people.

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Robert is the Chief Marketing Officer at Exodus Digital Marketing. He has achieved a 1st Class Honours B.A in Marketing from Vangaurd University, California, and 1st Class Honours M.B.S in Management Consultancy from UCD Smurfit Business School, Dublin, Ireland.
 
He has worked for companies like IBM and BT Telecommunications. He consults and trains small businesses in all things digital marketing. Learn more about us here

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