For effective B2B marketing, it’s safe to say that a level of experimentation is expected. Even the most successful marketeers and organizations can’t get it right every time — and that’s especially true if they don’t have the data to inform their decision in the first instance. So, how can businesses ensure that their conversion-rate optimization (CRO), Search Engine Optimization (SEO) and digital marketing campaigns are achieving the very best results? Well, that’s where A/B testing — otherwise referred to as ‘split testing’ — comes into play. If you’re looking to amplify your results and generate more leads, it’s a must — according to Entrepreneur, testing can increase a business’s conversion-rate by as much as 400%.
What is A/B testing?
Let’s start with a definition. A/B testing is the practice of simultaneously running or displaying two variants of a website page or campaign to two different audience groups to identify the one that achieves the best results. Specifically, marketers will use this approach to measure and optimize for conversions, with an aim to increase customer acquisition and boost revenue. There are a number of elements to test — from discovering the most engaging copy and most attractive design, to testing which navigation choice is more seamless and intuitive, and even establishing the calls-to-action, forms and content that performs best. According to Invesp, 77% of businesses perform A/B tests on their website, and as many as 71% run two or more A/B tests every month.
How does it work?
So, now that you know what it is and what it can be used for, let’s explore how A/B testing works and what you need to be able to do it. First, you’ll need to gain a clear understanding of your current website performance. Consider using heatmaps to identify where your audiences are spending the most time on your site, which will give you an indication of what is working well. Then, you’ll need to make data-fueled decisions about the campaigns, landing pages or elements you’ll be testing — research your customer base, your website visitors and target audience to identify what they will engage with. Remember, different audiences will react to content, web pages and on-site elements in different ways. So, prepare for a multitude of outcomes — and recognize the demand for personalized, relevant experiences. According to Invesp, data-driven marketing and personalization can lead to an ROI of as much as five to eight times campaign spend.
Based on this insight, you’ll need to create two variations of the campaign, page or element you’re testing and run them simultaneously. It’s up to you whether you opt to split test multiple variations of a webpage via different URLs; through multivariate testing, which enables you to pinpoint the exact element that best influences your conversion-rate, or through multi page testing, which enables you to test elements across multiple pages. You will need to continuously gather data while these tests are running, analyze the results, and identify the test that has performed the best. This, of course, is the variant that is most beneficial to your audience, your business, and your website. Don’t dismiss the importance of employing your most popular variant — according to Harvard Business Review, Bing ran an A/B test in 2012 that led the company to make a single ad display change. This resulted in a 12% increase in revenue.
Monitor, measure and adapt to enhance CRO
Now, you’ve conducted research to identify what works best for your audience, you’ve tested variations of campaigns, landing pages and calls-to-action, and you’ve implemented the ones that performed the best. So, what’s next? Well, like most things in the B2B marketing world, A/B testing isn’t a one-off task. Your audience and their preferences may change — and it’s up to you to ensure your website keeps up with these changes. Conduct A/B tests regularly, aiming to continually improve your website conversion-rate and maximize the number of leads you generate through your business website. To capitalize on every on-site opportunity — including those that don’t make an inquiry on the first visit — consider adding website visitor tracking software to your site to automatically transform them into an actionable lead.
Lead Forensics is an innovative lead generation software that eliminates the need for on-site inquiries and instantly increases website conversion. It works by utilizing intelligent reverse IP tracking software and a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed visitor analytics outlining the time spent on your site. This way, they have everything they need to reach out to the right person, with the right information, at the right time. Book your Lead Forensics demonstration today!