Is a website finished once the design and development is complete, and the site gets launched? Of course not! It doesn’t matter how beautiful your site looks or how well it converts – there are always going to be changes you can make that will improve conversions further and more importantly, make you more money.
Unlike other facets of digital marketing, conversion rate optimization (CRO) capitalizes on the visitors you already have and can result in some very big, and very quick wins. I can’t emphasize enough how beneficial this practice can be.
Meet CRO and A/B Split Testing
But before we go any further, It’s important to clarify the distinction between CRO and A/B testing. Conversion rate optimization is the whole process of making alterations to a site in order to increase conversions. This can include a variety of different testing methods, as well as data analysis and the development activity needed to implement your tests and make changes.
A/B testing, on the other hand, is a specific method of testing used to help optimize your site for conversions.
It’s really a simple premise. To run an A/B test, you set up two different versions of a page that will run consecutively. Once both pages are live, 50% of your visitors are sent to version one, while the other 50% are sent to version two. You then track how the behavior of your visitors differed between the two versions, and use this information to make permanent, positive changes to your website.
For example, you might run an A/B split test to decide between using green or red call-to-action buttons. For the sake of argument, we’ll say that version one uses green call-to-action buttons and version two uses red call-to-action buttons.
If, when the test is complete, you can see that 6% of visitors clicked the call-to-action buttons on version one, but 12% of visitors clicked the call-to-action buttons on version two, you now know that red call-to-action buttons are more lucrative for your site than green buttons.
Of course, you probably won’t stop the test there. You might then repeat the test and pit red buttons against say, orange buttons, and so on. For best results, you’ll always want to have at least one test running on your website. Continue reading 50 A/B Split Tests to Optimize Your Site to Perfection