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

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 »

April UK search market share: Bing revival stutters again Tuesday 5th of May, 2015by James Riches Bing’s mini-revival in the UK search market appears to have stalled, with data from StatCounter Global Stats showing a second consecutive monthly loss.

More on this story »

May UK search market share: Small gain for Google Monday 1st of June, 2015by James Riches Google’s dominance of the UK search market continues, as webmasters focus on mobile and the public search for Election and Eurovision results.

More on this story »
Twitter
theEword - 11 hours ago

We're glad everyone enjoyed #LightaFireJo and all of Jo's inspirational stories. Here's our blog about the night > http://t.co/3V6vtUljUh

Twitter
theEword - 2 days ago

If you couldn't make it for #LightaFireJo you're in luck, we've written a blog for you > http://t.co/wJBRlu9ljB http://t.co/dJYhuO3img

Twitter
theEword - 2 days ago

What do retailers need to know about CRO? http://t.co/aqb8n84nN2 http://t.co/jDWYvSXuWB

Twitter
theEword - 2 days ago

Got a spare 1 minute and 6 seconds? Spend it enjoying 11 of the best Vines from July https://t.co/jNm70F1oRy

Twitter
theEword - 2 days ago

Make sure you know how to write great #digital content with our free #guide > http://t.co/XSmX4uRoBS http://t.co/PVDE7J7Ff3

What retailers need to know about conversion rate optimisation Monday 15th of June, 2015by Andy Williams Conversion rate optimisation (CRO) is the process increasing the number of visitors to a website into conversions. See why it's vital for retailers to use it.

More on this story »

What's the best social channel for your retail brand? Wednesday 24th of June, 2015by Dan Moores You already know how vital social media presence is. Here's how you can make the most of three very popular platforms - and not just from a brand-amplification standpoint.

More on this story »

Light a Fire with Jo Leah Friday 31st of July, 2015by Sian English

More on this story »

Who loves theEword

Who loves theEword Who loves theEword