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Conversion and Optimisation

Conversion Rate Optimization using the A/B Test


Published on Nov 9, 2018

Increasingly most businesses are having an online presence however how to leverage this online presence rank higher in Google search is the answer that businesses are looking for. One great option is to take a look at the benefits of conversion rate optimization. This has become a common and extremely effective tool for businesses that are looking for relatively simple and actionable ways to make their online presence more beneficial.

Taking the time to A/B test your marketing channels can illuminate opportunities that your business can take advantage to increase conversions. Using Conversion Rate Optimization (or CRO) on your website to verify a hypothesis, mitigate risk and achieve substantial increases in revenue are achievable advantages for businesses.

Online businesses can now actually take the time to check hypotheses and potential changes before they are fully rolled out. This saves immense amounts of time and money. By avoiding poor design while providing actionable evidence when a change should be made to an element of a page or marketing channel.

Conversion rate optimization is not limited and almost every element of your online presence can be optimised. A wide variety of different elements can be effectively tested. Colour, navigation, imagery, structure, messaging and tone all of this can be checked. Just about anything on a web page can be broken down to find the most effective combinations to help optimize website. Also it can be just as effective when testing the effectiveness of email campaigns or social media posts.

There are many CRO testing products that can be utilized. Visual Website Optimiser, Optimizely and Maxymiser are some of them. To get started, first pick an element on your website that you want to test, and then decide what kind of A/B test you would like to run.

Contrary to general assumptions, you actually have some choices on how to run an A/B test. A regular A/B test will allow you to choose different elements and test a change, with one element per variant. If you’d rather test two pages with a variety of different pieces of content, a multivariate test will let you choose a variety of different elements to change on your page and combine them all together into a single A or B variant to test how a page might perform over the existing or current page.

Another option is to Split URL test, this is reserved for when you’d like to see how a single page will do depending on the path users take to get there. For example, if you have an "About Us" page that you would like to test to see how many people visit, you’d build out two variations paths. This way you could create multiple ways to get to a page with the same content in order to see what variation gets more traffic from referring pages on your website.

Key Takeaways

If you aren't already actively using conversion rate optimization for your online business, now is the time. Relatively simple fixes could make your conversions go higher, and CRO tools allow you to test what works and what doesn't with less risk of hurting your existing online presence. Instead of wondering what works to help increase your website's conversion rate, test your hypotheses so that you know, without any doubt, what works and what doesn't.

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