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Why Use A/B Testing To Get Higher Conversion Rate?

· Conversion rate,Growth,Analytics

Let's start by a quick definition of a conversion rate. A conversion rate refers to the number of internet users who view your website and actually reach a specific goal. Goals vary from website to website. For instance, a user might view an item in your website and end up placing an order. Other website request users to subscribe to news letters or signup. This is what you want to happen in order to register a higher conversion rate.

I) There Are 3 types of Experiments:

  • A/B Test :

A/B testing basically is comparing two versions of a webpage and seeing which performs better than the other. Such comparison uses live traffic testing to test different aspects of the webpages such as the buttons users click, newsletter signups, CTAs – basically, the user interface and user experience is put to the test in order to find out which webpage is more appealing.

Today it is possible to have more than two versions compared using A/B testing using tools such as Google Analytics which has the capability of comparing up to 10 versions of a single webpage. A/B testing is preferred since it's effective and easy to use to generate accurate data and increase web conversion rates.

Infographic of an A/B test
  • Multivariate Test :

Multivariate testing is a more complex test compared to the A/B testing. We like to think of it as an update to the basic, yet effective A/B testing. This is because Multivariate testing assesses a larger number of variables and how these variables combine to create a higher conversion rate.

Compared to A/B testing, which tests user experience using different designs, multivariate testing assesses specific aspects of each design and then combines the most successful designs into one webpage, which is known to yield very high conversion rates.

In essence, multivariate testing takes an in-depth look and improves designs from A/B testing. Multivariate testing is highly recommended for websites with significant amounts of daily traffic.

Infographic for Multi-variate testing
  • Multi-page Test :

Multi-page testing (otherwise known as “Funneling”) is more like A/B testing. However, while A/B tests are conducted on a specific page, say the landing page or the “contact us” page, multi-page testing, as the name suggests, assesses the performance of multiple pages in a website. Web visitors are subjected to a variety of websites with different webpages and then the results are compiled and analyzed.

Multi-page testing is preferred sometimes preferred to A/B testing since it’s a method that promises to create a consistent user experience. Moreover, Multi-page testing allows you to implement changes to a one page and then reflect these changes on other webpages, hence, the consistency that is multi-page testing.

Infographic of a Multi-page test

II) Tools for A/B Testing You Can Use

1. Adobe Target

Adobe Target Logo

Adobe Target performs greatly in delivering personalized web experiences. It is easy and quick to create A/B testing which targets specific content in the website - Easy because the software offers guided testing which focuses on framework and workflow. In addition to that, zero coding experience is required, and there are no format difficulties. In other words, making changes is made easy.

In addition to that, Adobe Target can offer instantaneous results with regards to the content and allow you to make changes immediately. This software comes with features such as one-click optimization, multipage/cross-channel testing, and interface optimization among many other features such as graph customization, automated personalization, mobile app optimization not to mention A/B and multivariate testing.

2. Google Analytics

Google Analytics Logo

Arguably the best A/B testing software, Google Analytics, which is backed up by internet bigwig, Google, this software is a must use if you want to improve conversion rates in your website. So great is this tool, that it can help you optimize up to 10 versions of a single webpage. This gives you more options and obviously a better response as to which page is more effective.

Users can compare the performance of different webpages using random users. Google even gives you accurate data and percentages on how each page is performing – you’ll receive emails on how each page is performing. In addition to that, there are no redirects as Google’s Content Experiments API allows you to test changes without redirecting. Simple yet powerful.

3. Unbounce

Unbounce Logo

Unbounce is another ingenious A/B testing online software which allows users to build, publish and conduct thorough tests on landing pages. What’s even better is the fact that you do not require HTML skills.

Unbounce’s user interface is attractive, minimalistic and easy to use – zero clutter. You can tweak images, text, videos, even maps – basically any aspect of your webpage. Unbounce has integrated a range of providers such as Hubspot, Campaign Monitor, Mailchimp, etc., in order to improve your experience.

Teamwork is also promoted by the Unbounce software since you can assign different roles to different team members. You have access to hundreds of template to tweak and create webpages/landing pages that are not only attractive but also effective.

III) Benefits of Increasing Your Conversion Rate through A/B Testing

#1. Eliminate Guesswork

A/B testing is preferred when it comes to eliminating guesswork when making changes on a webpage or a whole website. Through these tests, you can effectively know what goes where and what does fit using accurate data acquired from the tests.

#2. Measure the Impact

Through A/B testing, website owners can be able to measure the impact of changes made on a website. With A/B testing, it’s even better since you do not actually have to post new content to your website and cross your fingers it works.

#3. Easy Changes and Updates

One of the main reasons why A/B testing is preferred is the fact that making changes/updates is relatively easy. Moreover, tools such as the Google Analytics Experiments, Unbounce, and/or Adobe Target have been designed to make the process even easier.


Do you have any questions, suggestions, enquiries or additions? Feel free to talk to me. Otherwise, I hope that you have now a basic idea on what A/B testing is and how effective it is to have it done on your website on a regular basis.