Find Your Perfect Landing Page with A/B Testing
How users feel about a company and the decisions they make about it are heavily influenced by the company’s landing page. The colors, images, design, and ease-of-use all inform the user as who the company probably is, what they want, how professional they are, and how effective they will be at providing the user with what they are looking for. In essence, the landing page determines whether or not this visiting user converts to a customer. This means that your landing page shapes the way customers interact with the company and should be carefully designed to convey the right message and trigger desired responses. A law firm, for instance, wants to convey serious-minded expertise, trustworthiness, and a certain amount of personability. The question is how do they do that? How do they know which colors, shapes, images, and layout will convert visitors into customers, and what elements not to include? The simplest answer is A/B Testing.
What is A/B Testing?
For anyone who has ever been to an optometrist (eye doctor), you have probably heard the phrase “Better one? Better two?” as they flip the settings on the monstrous face device that measures your new corrective prescription. A/B Testing is exactly that, only done carefully on your web page. Let’s say you’re an imaginary e-commerce site called ABCookies, and your graphic designers have put together two potential landing page designs. The first one centers around a large picture of a single chocolate chip cookie (choice A), while the second depicts a plate full of sugar cookies (choice B). For one week everyone who visits ABCookies.com will be redirected to the landing page at ABCookies.com/chocochip, and for a second week, they are redirected to ABCookies.com/sugarplate. At the end of the two weeks, ABCookies will see how many sales were made through the chocolate chip page vs the sugar cookies page and the winner will be the superior landing page.
What Should Be Tested?
A/B Testing works on anything, from background color to the content of your text blurbs, but the answer isn’t always clear. Once you get started with your A/B testing, you will get an idea for what is and is not important. If there is no discernable difference, it means that in terms of click-throughs and sales metrics, neither option was effectively better than the other. When the answer is clear, you are then faced with the decision of what to change and test next. From the example, say that the chocolate chip cookie image won, but what about the content? Now you can A/B test with two pages featuring the same cookie image, but with completely text blurbs. The blurb that gets the most click-throughs wins and you can start testing for something else like button color or font.
The Perfect Landing Page
This method makes it possible to test both very similar and drastically different landing page designs on the same metric. If your existing landing page is nice but your new web-dev want to try something totally new that will change not only the look, but the flow and function of your landing page, it can be A/B tested! If your writer wants to re-work the blurbs, those too can be tested. While testing with the A/B strategy can create Zeno’s paradoxical arrow, this method can create and then shine-polish a truly superb website that your customers love and that tests highly against other designs every time. This kind of design success is nothing to scoff at, and you can always keep testing and polishing. If you’re intere
When a business is trying to decide on a design for their all-important landing page, why take a gamble with just one design? With A/B Testing, you can start by comparing big changes and refine your landing by first finding the best design, then refining it with small tested changes until it gleams like a diamond of pure marketing perfection. For more information about interesting marketing procedures, contact us today!