The Beginner’s Guide to A/B Testing for Small Businesses

You spend a lot of time and money sending traffic to your landing pages, whether through pay-per-click (PPC) or search engine optimization (SEO). It’s important for you to be able to test how visitors react or engage once they’ve arrived.

A/B testing enables you to peer into the minds of your visitors and learn exactly what it takes to convert them into paying customers!

In this post, we’ll show you how to get started with A/B testing for your small business — even on an incredibly small budget.

What Does A/B Testing Have to Do With Small Business?

To get started, you need to understand the premise of A/B testing, which is: Does this or that perform best in this context?

A/B testing provides you with hard numbers on choices that would otherwise be based on gut feelings or opinions. Numbers can be improved upon. The results of your A/B testing provides you with information that can be leveraged to increase sales.

The biggest caveat is that in order to get solid results, you must look at the right numbers and know which elements on your site that you should test.

Getting Started: Focus on One Element at a Time

A/B testing is not the right tool to test complete redesigns for your website. Instead, you should focus on swapping out one specific element at a time to get the most relevant results. Any more, and you risk too many additional variables impacting the end numbers.

All you want to know is: A or B?

Check your proposed A/B test against these simple examples:

  • Red or green?
  • Left or right?
  • Call Now or Email Now?
  • This image or that image?
  • Here or there?

If your test is much more complicated than the above examples, you need to break it down further for optimum results. Don’t let the word “and” slip into your A/B test questions!

For example, don’t change the text and color of a button in the same A/B test. First test the color, then test the text. If you try to test both at the same time, that’s already four individual versions of the button you must make. The theory multiplies with each tiny change, and it’s simply too many versions to track when you’re just getting started.

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