By Michelle Baker
A/B testing has become the primary way of finding the magic formula that will drive up conversion rates and improve your bottom line. It’s an exceptional technique of experimenting and reaching the best solution after a series of trials and errors. The benefits far outweigh the effort and time invested. A/B testing can adequately inform and improve the way users interact with your website, services, products, or landing page.
Unfortunately, with its highly praised success rate and popularity comes diversity. There are endless ways in which to perform an A/B test, even though the main principle remains: testing one variable at a time. This “split testing” helps in making subtle changes for only half of your visitors to see and comparing the results to those who cannot view them. It’s objective and can be conducted in numerous manners, which means that it could take months or even years before settling on the best version.
Understanding the nuances of the practice takes time. Headlines, colors, CTAs, form fields, and design, can all have a major impact on the way visitors view your website. However, through the multitude of trials and errors, there are a few changes and texts that have proven to be effective and increase conversion rates.
1. Inspirational Texts vs. Practical Texts
One of the most challenging decisions is the sub-heading that informs your visitors what they are in for. They need to know what they should expect from your services and why they should choose you. There are fierce debates on which method is best. An apparent battle is fought between an inspirational message and a practical reason, which makes it an excellent way of testing. It will allow you to understand your customer base and truly gain a grasp of what your purpose is. It’s all about sending the right message, but it’s equally vital on how that message is delivered.
Dispatch.me made an alteration that proved the success rate. They shifted their value/proposition from the practical-sounding “Deliver exceptional customer experience” to “Work better. Together”. Both options have a certain degree of vagueness. They are not precisely describing they’re offering, but the latter is also inspirational. This bit of A/B testing has driven their conversion up, proving that an exhausting amount of information on the landing page is not always preferred to vague but more inspirational phrasing.
2. Pressure Texts vs. Option Texts
Strong messages may convey a necessity for the customer to use or buy a certain feature. Perhaps they might even subconsciously believe it’s the best choice and be successfully convinced by confident wording. However, it may not work on the entirety of your client base, and it’s not always a good decision for every company. Instead of persuading as intended, it might add pressure that will only drive conversion rates down. Sometimes, wording that makes your services more of a choice than a need could be successful.
Testing pressure versus option texts will effectively show the true quality of your product and drive up conversion rates. For example, a strong message of “Upgrade Now” when it comes to your services might be too much pressure. Instead, a more passive “Pricing Options” with attached benefits could prove more useful.
3. Urgent Texts vs. Relaxed Texts
The digital world is fast-paced, which is perfect for the average person who has gotten used to reaching everything and everyone with the push of a few buttons. However, speed can arrive with a certain degree of intimidation. For example, switching the regular “Sign Up” with “Get Started” is an excellent way to test out responses that will lead to a higher conversion rate. The latter is less intimidating and more relaxed.
In order to make up for the more leisure pace it expresses, it can be attached with a quick description of the series of steps that need to be taken. The visitor wants to know what they are in for before getting started.
4. Generic Texts vs. Personalized Texts
They say that clients want to feel as if a company is addressing them personally, as opposed to being one of the mass. The need for a bond or a relationship close to friendship should be formed. However, it’s not always the case. Not all clients wish for connection and familiarity. Values matter more. If they can relate to a company’s values and morals, they are much more likely to become customers than to one who simply treats them like friends. It’s important to keep that in mind while generating messages.
One of the best texts to test is generic texts that address everyone versus a more familiar approach. To test it, you can include their name, address them with “you”, mention their occupation, or even name their company. This tactic is especially effective for email marketing and useful when combined with customer segmentation.
4. Plain Texts vs. Emoji Texts
This may be a risky test, but it could tremendously useful. There is evidence that switching from plain text to emojis could actually result in an increase in conversion rates. It may be outside of the comfort zone of many, but it all depends on your audience. Think of you who are addressing and what sort of message would work best for them. In email marketing or even rating systems, it has increased the number of responses.
It is possible that adding a visual element could engage your users more. However, tread carefully, as it is important not to overdo it and compromise the test.
A/B testing practices will continue to evolve, but certain pillars will remain stable while the digital world changes and marketing techniques get upgraded. It will continue to be the safest and most efficient way of understanding your customer base and finding the right algorithm to drive your conversion rates up. It might take time, effort, and subtle endless alterations, but it will eventually be worth it for your bottom line.