RSS LinkedIn Google Plus

Call us: 0800 014 9884

A/B testing – a direct route to increased conversions

Tom Glass Creative Director theEwordtheEword’s creative director, Tom Glass, explains the importance of A/B testing

It can be easy to overlook the importance of design in website optimisation. Sadly, many digital companies focus all their attention on SEO and ignore the next stage of optimisation – what happens when a user clicks through to a landing page. A website needs to be optimised for design as well as Google’s spiders.

Good SEO can result in a page one ranking but it cannot reduce a high bounce rate. At theEword, we specialise in creating websites tailored for the user as well as the search engine. As creative director, it is my responsibility to ensure that a website’s design increases conversion rates. A/B testing – creating two different designs and monitoring the conversion rate of each – is an important part of this.

A/B testing isn’t just a case of manufacturing two very different pages and putting them both live, but rather a complicated process which requires patience and restraint – adjusting a colour or moving a button in order to see which page elements and changes have a tangible effect on user experience. Even a small change can subtly increase click-through and conversion rates. For example:

Simple example of theEword AB test
The nuances of A/B testing

A/B testing is website design with a scalpel rather than a hatchet; incremental changes made over a set period of time. It is a procedure which subtly alters a single element in order to achieve a higher conversion rate. A/B testing isn’t for the impatient and a test needs to run for a minimum of two hundred clicks in order to produce substantial results. It is a softly-softly approach to website design.

At theEword we have a number of ways to ensure a website fulfils its potential. We invest time and resources into building and discovering tools in order to optimise the design of a client’s website. Our latest instrument includes a ‘heat-map’; a program which show where on a page users are clicking. This allows us to see which elements of a design are attracting attention and which are not.

A/B testing is not a quick process and, much like SEO, it is not a concrete science. There are no laws and there are no set rules to website design. My experience in the digital industry has taught me that A/B testing requires patience and expertise. It is not enough just to drive people to your site; your designs have to motive them into action while they’re there.

Written by Tom Glass

Yahoo urges Firefox users to switch from Google Wednesday 25th of March, 2015by Dan Moores Firefox users who have manually set Google as their default search engine are now confronted with the following message: "Yahoo is the preferred search engine for Firefox. Switch now."

More on this story »
james_riches_swap

March UK search market: Google halts Bing’s recent rise Wednesday 8th of April, 2015by James Riches Google’s UK search market share rose for the first time in five months during March. Elsewhere, Google announced some key developments and lots of us searched for Jeremy Clarkson news.

More on this story »

Bing implements one small change and one big change Tuesday 14th of April, 2015by Dan Moores Over the past week, Bing has implemented two changes. One appears to be directly influenced by Google, while the other demonstrates independent thinking and creativity.

More on this story »
theEword - 11 hours ago

We don't want just any relationship manager. We want the best. Is that you? http://t.co/vwpSbxqi4W #digitaljobs http://t.co/PGPNBxlWuw

Reply Retweet Favourite
theEword - 1 day ago

Could you see yourself working here? http://t.co/Augy0f2qCy Check out our recent #job openings > http://t.co/AxGLbf8dtA #Digitaljobs

Reply Retweet Favourite
theEword - 2 days ago

What does a #digitalagency looks like from the inside? Follow us on Instagram to find out > http://t.co/9kVMoVVjVT http://t.co/FpP4RDwqec

Reply Retweet Favourite
theEword - 2 days ago

Are you talented in #PPC? We have a #job opportunity just for you > http://t.co/ugNZuIYIR2 http://t.co/9eTQiQ60X6

Reply Retweet Favourite
theEword - 3 days ago

Here's a #digitalmarketing #tip: Stop obsessing over 'channel' > http://t.co/0Fg5u03kEp http://t.co/ELEBGfYFJi

Reply Retweet Favourite

Content and the Customer: the journey Friday 6th of March, 2015by Sian English From acquisition to conversion, content plays a vital role. But have you given much thought to how that role evolves during the customer's journey? Here are the different stages your customers go through with your content.

More on this story »

Light a Fire with Hems de Winter Thursday 19th of March, 2015by Andy Williams Hems de Winter, CEO of de Winter PR, joined Light a Fire for an in-depth chat at BoConcept’s showroom on Great Ancoats Street, discussing his life and career.

More on this story »

Five tips: how to write clear web copy Thursday 2nd of April, 2015by Dan Moores A lot of web copy is unclear and needlessly complicated. It can actually damage your sales because it helps no-one. Here are five ways to make your web copy clear and engaging.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword