If visitors are not converting on your website, then obviously, there is something wrong that is stopping them.
You can go ahead and ask your design team to create new designs but the question remains: how do you know that the new designs will convert more visitors compared to the original design?
That is where AB testing comes in handy.
AB testing (sometimes referred to as split testing) is the process of testing multiple variations or designs of webpage against the original page with the goal of determining which page generates more conversions.
The original design of a page is usually referred to as the control. The new variations of the page are usually referred to as the “variations”, “challengers” or “recipes.”
The process of testing which page generates more conversions is typically referred to as a “test” or an “experiment.”
1st Example: The homepage on an e-commerce website receives 100,000 visitors a month.
To determine if there is a way to increase conversions, the design team creates a new design for the page.
AB testing software is then used to split the homepage visitors between the control and the new challenger. So, 50,000 visitors are directed to the control and 50,000 visitors are directed to the challenger. The AB testing software will track the number of conversions each design generates to determine which design is the winner.
2nd Example: A blog main page receives 3,000 visitors a month.
The primary conversion goal for the page is to get a visitor to subscribe to the email list of the blog. The designer creates a new design for the blog homepage which highlights the subscription box.
Testing software is used to send 1,500 visitors to the original page design (control) and the testing software sends 1,500 visitors to the new design (challenger). Testing software tracks the number of subscribers each design generates.
In 2015, a survey by E-consultancy showed that 58% of respondents are conducting AB testing:
But how successful is AB testing in helping companies increase their conversion rates varies.
A 2013 survey by Invesp, shows that most SMBs conducting AB testing report that 37% of their split tests produce significant results. A smaller set of enterprise report that their 47% of their AB tests generate significant results.