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

Google settles online abuse case Monday 24th of November, 2014by Martin Lindley Google has reached settlement with a businessman who was the victim of a sustained act of internet trolling. The search engine may have linked to over 3,600 pages of malicious content.

More on this story »

Sony Pictures systems seized by hackers Tuesday 25th of November, 2014by Dan Moores Sony Pictures staff computer screens in US offices were reportedly taken over by the image of a menacing red skeleton and a message from a group that introduced itself as "#GOP".

More on this story »

YouTube video bloggers warned on ‘misleading’ content Wednesday 26th of November, 2014by Andy Williams The ASA has warned video bloggers to clearly label when they are paid to promote products, after a complaint from a journalist and subsequent investigations.

More on this story »
theEword - 8 hours ago

We’ve delivered over 20 free knowledge share events in 2014, we will round off our events calendar with our digital trends event at #Google

Reply Retweet Favourite
theEword - 1 day ago

Read more about what Google and theEword are getting up to in Manchester next week! http://t.co/HjF13a09zo

Reply Retweet Favourite
theEword - 1 day ago

We want you all to benefit from our event with Google! Tweet us your questions and get answers straight from Google themselves #AsktheEword

Reply Retweet Favourite
theEword - 2 days ago

We are passionate about knowledge share and can’t wait to share snippets straight from Google with you on Monday http://t.co/HjF13a09zo

Reply Retweet Favourite
theEword - 2 days ago

We're partnering with Google for an event looking at digital trends for 2015 next week. More info here: http://t.co/etwwXV1fwq

Reply Retweet Favourite

The final Light a Fire of 2014 Friday 21st of November, 2014by Dan Moores For the fifth and final Light a Fire of 2014, Liane Grimshaw joined Dan Nolan in the cosy Library room at the Great John Street Hotel, sharing career anecdotes and wise advice.

More on this story »

Digital trends for 2015 on the agenda at our Google Partner ... Wednesday 26th of November, 2014by Dan Moores The Google North event will discuss the digital trends that will shape 2015, giving valuable insight into the ways in which businesses will be able to maximise the online presence.

More on this story »

theEweekly Wrap: 28 Nov Friday 28th of November, 2014by Dan Moores This week: Twitter will scan for apps, Bing labels mobile-friendly sites, and Jennifer Aniston prank video goes viral.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword