Never do an A/B test without good research
There is a simple formula you can use for conversion optimization:
Conversion optimization = research + implementation and testing
But a simple formula doesn’t mean a simple execution. Testing alone doesn’t optimize your website. That might seem as clear as water to you, but just look at the manager at the beginning of this article: for him it really wasn’t that clear.
An important part of conversion optimization is research. Some things can easily be solved with due diligence and some good old thinking. To keep it simple, the following aspects are important for a (conversion) optimized website:
- Is your website functional? Does it behave the way it should? In all browsers and on all devices?
- Is your website accessible? Can people on mobile devices do payments and/or use the contact form?
- How fast is your website? A slow website is a real no-go, no matter how pretty the design is.
- Is your website intuitive? Can people find what they need? Where does the customer journey end? Following the customer journey is the easiest way to optimize your site. Some minor changes can really keep the visitors on your page.
- Is your website convincing? Did you write good copy? Without a clear call to action consumers tend to do nothing at all.
Did you do the all the research? Good! Now you know exactly how to improve your website. Now it’s time to decide if A/B testing has a place in the finetuning of these pages.
A tip from your favorite sidekick: don’t test button colors. Having a color that pops is usually enough.