4 top tips for A/B testing


When we create a killer landing page or write super engaging copy, it’s tempting to think nothing can top it. But basing decisions solely on our gut feeling can be detrimental to long-term results.

A/B testing your pages is the only way to see what truly works. When you invest time in testing, you will be rewarded with even better results.

Here are our top 4 tips for A/B testing.

Tip #1 Get real people involved

Deciding what to test on your website or landing page can be difficult. To make this process a little easier, do some research and get an outsider’s thoughts.

User testing will give you unbiased feedback from people who aren’t marketers or part of your organisation.

Ask a number of people to make a donation or sign up for your next event to help you identify which specific pain points they felt confused.

Tip #2 Choose the right variable

You can test any element on a landing page, from a feature image to the text on a call-to-action button. But make sure the variable you chose is worth spending the time on.

Ask yourself the following questions:

  • Is the variable on a page that is fundamental to conversion?
  • Does the page receive enough traffic to reach an actionable result?
  • Does the variable have a big enough influence on users’ actions?

By considering these questions you can ensure that your test will give you effective and actionable insights.

Tip #3 Don’t just focus on conversions

When deciding what to test, it’s tempting to choose an element associated with the final conversion, like the colour of the ‘donate’ button.


Image via www.quora.com

Take a step back and look at the whole conversion funnel to identify other revenue-driving metrics (such as leads or video plays) that are important in engaging high intent visitors.

Testing elements earlier on in the conversion funnel can help improve results in the long-run. Increasing the number of visitors making it to the interest or consideration stage will help to increase the number reaching the conversion stage.

Tip #4 It’s a continuous process

A/B testing should be a continuous process, once you have reached a result in one area of the landing page, it’s time to plan your next test.

Google actually encourages testing. They want to direct their users to appealing websites. And ongoing testing is a great way to improve your site.

Testing will without a doubt help you to improve your conversion rates and ultimately help you reach your organisation’s goals.


Image via optimizely.com

These are just a few tips to bear in mind when testing your content. If you have any other tips you’d like to share please comment below or tweet us @JGCauses.


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