Knowing why your website/business isn’t bringing in the sales you expect can be found out through A/B Testing and can turn your revenue around virtually overnight!
Thanks to A/B testing, gaming giants Electronic Arts (EA) saw a 43% increase in product launch revenue for a version of one of their well-established games. A/B testing proved that the heavy promotion campaign for pre-orders was actually putting customers off!
Sony were struggling with their Electronics page checkout area. After carrying out A/B testing they saw a 20.6% decrease in people abandoning their website at this crucial page.
UK-based Evans Cycles saw a 4.3% increase in revenue by making adjustments to their ‘Add to Basket’ button! This simple adjustment highlighted through A/B testing.
So, what is A/B testing?
As the name hints at, it’s producing two variants of a website page (or other digital marketing). These are set ‘live’ at the same time and visitors to your business’s site are directed to one of the variants when they click through. The variant which channels the most visitors to perform the task that you’re testing for is the webpage that needs implementing into your site so all visitors use it.
Experimentation is an area that will make any company owner feel uncomfortable. Using a combination of User Experience (UX) methodologies and agreeing on what action you want the customer to take on your site (also known as a ‘conversion’), will allow robust A/B testing to take place. You’ve created a ‘safe environment’ for the experiment; time to reap the rewards.