Neil Patel co-founded Crazy Egg in 2005. It is used to analyze 300,000 websites. Applies heatmaps, scrollmaps, referral cards, and custom entries. They will learn what to fix with a WYSIWYG editor. And they test new ideas with a reliable tool - A / B test.
There is a joke in the marketing world that A / B testing really means "Always test."
This is a good reminder that you can't get stellar results if you don't compare one strategy to another. Examples A / B tests help you see their amazing possibilities.
Over the years, I have run thousands of A / B tests. Each one was designed to help me find the best design and make my marketing campaign really effective.
I hope you do the same. If not, then it's time to start. A / B tests can reveal weaknesses in your marketing strategy. They can also show you what you are doing right and validate your hypotheses. Without analysis, you won't know how effective your marketing assets are.
I'll show you the importance of A / B testing. Then we'll look at a few examples to inspire you to create your own tests.
Содержание | Быстрая навигация
As a reminder: what is an A / B test?
An A / B test is a comparison of two versions of the same web page element in two designs. You show them to equal halves of your audience. Based on conversion rates or other metrics, you can decide which one is the most performing.
But don't stop there. Don't settle for one test. This will give you very limited data. Instead, keep checking back to learn more about your audience and find new ways to convert visitors to leads and buyers.
Remember, always test.
For example, you can start with a call to action on your landing page. You are testing changes in the color of a button or copy of a CTA. Once you've clarified your CTA, you go to the headline. Change the structure, add different verbs and adjectives, or change the style and size of the font.
You may also need to test the same things multiple times. As your audience grows and your business grows, you will find that you need to meet new needs for both your company and your audience. This is an ever-changing process that can ultimately have a huge impact on your profit.
A / B testing is performed until you have enough data to make a reliable decision. It depends, of course, on the number of people who see this or that option. You can run multiple A / B tests at the same time, but stick with one variable for each.
In other words, if you are checking the title on the landing page, you can check the subject line for your latest email marketing campaign. Changing just one variable ensures that you understand what influenced your audience's responses.
How do you know if you need to run A / B tests?
The simple answer to this question is always run A / B tests. If you have a website, business and audience, such checks immediately give you an edge over your competitors.
You will get more accurate results with an established business than with a new one. This is because the existing business has already started generating targeted traffic from interested customers, so the results will be largely in line with the target market.
This does not mean that A / B testing is useless for new businesses. It simply means that you may get less accurate results.
The best time to run A / B tests is when you want to reach your goal. For example, if you are not satisfied with the conversion rate on your home page. A / B test will check some changes in copies, images and other elements.
Three of the best A / B testing examples to inspire you.
Now it's time for the proof. Let's take a look at 3 examples of A / B testing so you can see this process in action. I will describe each test, including the purpose, outcome, and reason for the test's success.
Example 1: WallMonkeys.
If you're not familiar with WallMonkeys, this is a company that sells an incredibly diverse range of wall stickers for home and business.
The company used Crazy Egg to generate reports on user behavior and run A / B tests. As you will see below, the results were pretty incredible.
Goal: WallMonkeys wanted optimize your home page for clicks and conversions. It all started with the original home page, which had a standard-style image with a header overlay.
There was nothing wrong with the original homepage. The image was attractive and not too distracting. The headline and CTA seemed to fit well with the company's goals.
First, WallMonkeys launched Crazy Egg heatmaps to see how users navigate the home page. Heatmaps and scrollmaps allow you to decide where you should direct your attention. If you see a lot of clicks or scrolling, you know that people are drawn to these places on your site.
Result.
After generating reports on user behavior, WallMonkeys decided to conduct an A / B test. The company has placed a stock-style image on a fancier image. It would show visitors what they can do with WallMonkeys products.
Odds conversions for the new design compared to the control were 27 percent higher!
However, WallMonkeys wanted to continue. testing... For the next test, the business replaced its slider with a prominent search bar. The idea was that customers would be more inclined to find products that are of particular interest to them.
Second example A / B testing resulted in a 550 percent increase in conversion rates!
These are incredible results, even for a company as popular as WallMonkeys. And without stopping at the first test, the company had huge profit potential as well as the best user experience for its visitors.
Why does it work?
Before you start A / B testing, you formulate a hypothesis, ideally based on data. For example, WallMonkeys used Heatmaps and Scrollmaps to define areas of visitor activity. They then used this information to make an assumption about an image change that could lead to more conversions.
They were right. The initial 27 percent increase may seem small compared to the second test, but it's still significant. Anyone who doesn't want 27 percent more conversions, raise your hand!
Just because one A / B test brings fruitful rewards doesn't mean you can't do better. The WallMonkeys figured this out, so they ran another test. It turned out to be even more successful than the first one.
Example 2: Electronic Arts.
When Electronic Arts, a successful media company, released a new version of one of their most popular games, they wanted to do it right. The homepage of SimCity 5, a simulation game that allows players to build and manage their cities, is sure to be successful in terms of sales. Electronic Arts wanted to capitalize on its popularity.
Electronic Arts relied on A / B testing to properly style its sales page for SimCity 5, HubSpot said.
goal: Sales improvement was at the heart of this A / B testing example. Electronics Arts wanted to maximize the revenue from the game immediately upon release and also through pre-sale.
These days, people can buy and download games right away. The digital revolution has made these plastic compact discs almost obsolete. Especially since companies like Electronic Arts are promoting digital downloads. It is cheaper for the company and more convenient for the consumer.
However, sometimes the smallest things can make a difference in conversions. Electronic Arts wanted to test different versions of its page to determine how it could increase sales exponentially.
Result.
I highlight this particular example of A / B testing because it shows how hypotheses and conventional wisdom can explode before our eyes. For example, most marketers assume that advertising incentives will lead to more sales. It often happens, but not this time.
The preview version of the pre-order page offered a 20 percent discount on future purchases to anyone who bought SimCity 5. The change removed the pre-order incentive.
As it turned out, the variation performed more than 40% better than the control version. SimCity 5 fans weren't interested in the incentive. They just wanted to buy the game. As a result of the A / B test, half of the game's sales were digital.
Why does it work?
A / B test for Electronic Arts revealed important audience information. Many people who play popular games like SimCity don't play any other games. They love this particular franchise. Consequently, the offer for a 20 percent discount did not resonate with them.
If you make assumptions about your target audience, you will end up going wrong. Human behavior is difficult to understand even without reliable data. Therefore, you need to do A / B testing to get information you can rely on. Were you surprised by the result of this A / B test?
Example 3: Humana.
Humana, an insurance company, has created a fairly simple A / B test with tremendous results. The business had a banner with a simple headline and CTA, as well as an image. Through A / B testing, the company realized they needed to change a couple of things to make the banner more effective. This is the second of two A / B testing examples that show that one test is not enough.
goal: According to Design For Founders, Humana wanted to increase the click-through rate on the above banner. It looked good, but the company suspected it could improve CTR by making simple changes.
They were right!
The initial banner had a lot of text. The headline had a number that often leads to better conversions, and a couple of bulleted lines. This is pretty standard, but didn't give Humana the desired results.
The second option significantly reduced the copy. In addition, the CTA has changed from In-Store Purchase Plans to Get Started Now. A couple of other changes, including the image and color scheme, rounded up the differences between the control and the eventual winner.
Result.
Simply clearing the copy and changing the image resulted in a 433 percent increase in CTR! After the CTA text was changed, the company experienced a further 192 percent increase.
This is another example of the incredible results of a fairly simple test. Humana wanted to increase the CTR and did it admirably by shrinking the copy and changing a few aesthetic details.
Why does it work?
Simplicity often reigns supreme when it comes to marketing. When you own a business, you want to share all of its amazing opportunities, benefits, and other qualities, but that's not what consumers want.
They are looking for the path of least resistance. This example of A / B testing proves that people often respond to smaller copy and simpler CTAs.
Start your own A / B testing now.
A / B testing is easy to test on your own website, email campaign, or other marketing purposes. The more effort you put into your checks, the better the results.
Start with the pages on your site that get the most traffic, or that drive more conversions. An old blog post is unlikely to get more views, and you shouldn't waste your energy on it.
Focus on your pages: home, target, sales, product, and similar parts of your site. Identify the critical elements that can drive conversions.
As mentioned above, you can run A / B tests on multiple pages at the same time. You just have to make sure that you only check one element on one page. After this test ends, you can test for something else.
How Crazy Egg A / B Testing Tool Can Help You Boost Your Results.
Crazy Egg offers several benefits of A / B testing that other tools don't. On the one hand, it is very quick and easy to set up. You can run your first A / B test in just a few minutes. Other tools take hours of work.
You don't need any coding skills to run tests like the A / B testing examples above. The software does the hard work for you. Plus, you don't have to worry about checking every five minutes to find out when to turn off the losing option. Crazy Egg's testing algorithm automatically redirects most of the traffic to the winner.
In addition to reporting user behavior, you can use continuous loop validation to help you decide what to test. Then there will be no downtime in your quest for marketing success.
Output.
The above examples of A / B testing give you an idea of the results you can achieve. If you want to increase conversions and increase sales, you need to make data-driven decisions.
If you know that a certain element on your page is contributing a lot to conversions, you can improve it so it continues to work for you.
Based on materials from the site: crazyegg.com.
✔️ Could A / B tests be unnecessary?
If the goal is not thought out and the audience is wrongly chosen, then they will not be informative enough.
✔️ What can be checked with A / B tests?
All elements of sites from their shape and color to text content.
✔️ What is the difficulty of A / B tests?
The statistical significance must be properly considered.
✔️ How to start an A / B test?
With the setting of goals and objectives, and select user groups for the test.
✓ What is website A / B testing?
Website testing is the study of which one of the page design options increases the conversion of the site more.
✓ Why do A / B testing?
A / B testing is carried out in order to increase profits. All major companies run dozens of A / B tests every month.
✓ When to A / B Test Sites?
When traffic reaches more than 100 people a day, you need to start constant A / B testing.
✓ How to start and conduct A / B testing of a site?
To start testing, you need to conduct a UX / Usability review of the site. And customize A / B tests based on expert judgment.
