A/B testing is definitely a foundation for improving online marketing, especially for optimizing a landing page. All of your ads, websites, emails, and of course your landing page should be tested periodically to ensure your business is getting the best ROI possible.
You need a landing page that can fully satisfy visitors so you can get more visitors and sell. That's why, in this article, we'll show you some tools that you can use to implement an A/B test on a landing page , but not before explaining a little about what A/B tests are.
What is A/B testing?
A/B testing is the act of running a simultaneous experiment between two or more pages to see what works or converts better . Despite the name (A/B testing), the experiment can be run on as many pages as you like.
Once you’ve decided what to test on your landing page (e.g. headline, call to action, photo, adding a video, etc.), you can create new versions (or variants) of your page to participate in the experiment . The tool will randomly send different versions to email recipients or users who enter the website, so that some will be shown option A and others option B, and you can later measure which one has had a higher open rate, clicks, bounce rate, etc.
Performing trial and error tests such as A/B testing on your landing page is an activity that cannot be missed when you are developing digital marketing strategies, as it allows cmo email lists you to optimize your website to ensure that it has its best possible version.
What should you test in an A/B test to optimize your landing pages?
Typically, the aspects of landing pages that are subjected to this type of testing are:
-The title
-The copywriters
-The length of the forms
-The Call to Action
-Buttons
-Images or videos
-Navigation bar
How long should an A/B test run?
A/B tests do not have a minimum or maximum duration , but it should be noted that if testing is carried out for too short a period of time, the results obtained could present a statistical anomaly and not accurately show the changes necessary to improve performance.
On the other hand, if you test for too long a period of time , it could cause a problem when implementing the changes, since we would not be able to do it as quickly as necessary.
How to implement an A/B test on a Landing Page?
Below we show you 3 steps to start implementing an A/B test on your landing page . Let's see:
1. Define your goal
Before starting this type of testing on your landing page, it is necessary to have a clear objective . Some companies have as their main objectives to promote activity on social networks, capture leads , increase downloads of material, define which colors increase conversions, etc.
When the objectives of the test are perfectly defined, it is much easier to know whether there is a result or not.
2. Don't judge your audience
A/B testing is the best tool to adjust your page to what your target audience really likes. Leave aside ideal responses and don't judge your audience .
For example, just because your target audience is women doesn't mean they like pink. Keep an open mind: no matter how much data you have about your potential customers, A/B testing is the only way to guarantee real user preferences.
3. Use your own data
To increase your landing page conversions, you need to start from what you already have . If your landing page is not new, analyze the data collected from the different tools available to start optimizing what you already have.
4. Allow enough time for data collection
It is important to analyze all the data from all the landing page versions you have created at the same time, so you can make comparisons and see what has worked and what hasn't.
5. Choose a single point to test
It is not advisable to make many changes at the same time in the different versions of the landing page you have created, since you will not know why the landing page worked better or worse. It is better to make a different change in each version.
Tools for performing A/B testing
There are a variety of resources available to implement an A/B test on a landing page . Let's look at a few:
Google Analytics :This is a really powerful tool that you can useto analyze all the details of your landing page. Google Analyticsis freeand allows youto understand the behavior of the userswho visit your site, analyze the situation of your website, and see the evolution and results of your A/B tests.
All in all, Google Analytics is a tool worth considering.
HubSpot :The platform par excellence based on inbound marketing offers the possibility ofperforming A/B tests on both emails and landing pages.
Crazy Egg :This is one of the simplest,and allows you to create heat maps on your website that show the behavior of users on your landing page. For example, it allows you to see which options on your landing page are most attractive to users.
Mixpanel :a different and very simple way to get started in the world of web analytics. This is a tool that not only allows you to carry out A/B tests, but alsoincludes online marketing functions to improve the engagement of your users.
KISSmetrics :This is a toolprimarily geared towards e-commerce, it is focused on user actions and can give you valuable information to design well-founded marketing strategies.
