Don’t be scared of AB Testing

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AB testing sounds much more difficult than it actually is. It’s probably because designers, developers and marketers just don’t want to be proven wrong so they just muddy the water. At the base of it all, AB testing is about getting answers about your website from those who actually use it.

Bluefin Strategies quick definition of AB Testing: Testing multiple variations of a web page to see which one drives to more conversions

Potential things to test with AB Testing:

  • Button colors on Calls to Action (CTAs)
  • Content voice or length
  • Page layouts
  • Image types, or no images at all
  • Feature additions

Implementing an AB test is as simple as:

  1. Deciding what to test
  2. Developing variations
  3. Implementing the variations
  4. Beginning the test
  5. Analyzing the test

The strategy behind an AB Test is essential to ensuring its success. There may be times when test variations don’t beat out what is currently active today, but more times than not you will see conversion increases with every test. The BIGGEST thing to remember is that you aren’t redesigning your entire website, just changing bits and pieces. This means you see conversion gains quicker and cheaper than you would by waiting for a site redesign. Talk to a Bluefin Strategy consultant about the benefits of AB Testing and how a small investment can go a long way!

Web Analytics Implementation Gaps & Tips

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Galileo once said, “Measure what is measurable, and make measurable what is not so.” This is the basis for any web analytics implementation strategy. Web analytics does the following;

  • Tracks how visitors come to your website
  • Measures what they do when they are on your site
  • Records if those visitors take your desired action

Seems pretty simple right? Well, it is. But where so many companies fall short is adding the appropriate code to Track, Measure and Record, thus losing valuable insight on how to optimize their marketing plan and website.

A basic web analytics implementation will pretty much give you the bullets above to a certain degree, but you could go so much deeper and answer questions such as:

  • Was the blue or red display ad more successful?
  • Which homepage image drove more visitors to convert?
  • What audience group engages with my website longer and more often?

The questions you need answered will certainly vary, but rest assured that if it happens online web analytics can track it. But it won’t do any of that unless the proper set up is in place to do so! Let Bluefin Strategy take a look under the hood and provide a quick web analytics audit to ensure your data questions have answers.