Many marketers who are using the inbound marketing methodology to drive traffic to their websites should also be A/B testing as much as possible. A/B testing is a great way to determine which marketing strategies produce higher results and which parts may need a refresh. After all, as marketers it’s our job to constantly pursue new and improved opportunities for our clients.
At Groove, we like to A/B test as much as possible. Whether it be click through rates or open rates, there is always something that can be A/B tested on your website and emails.
Some of the A/B testing we do includes testing email templates to see which produces a higher engagement rate, email subject lines to determine which types of headings produce higher open rates and shopping cart pages to determine how we can increase a higher checkout rate and drive more revenue.
It can even provide insight to whether or not you need to make any new design or layout updates to your current site.
In a world where we’re all extremely busy, testing can really help justify any changes that may or may not need to be made to your website.
A/B tesing helps drive business decisions based on hard data.
It may seem like a lot, but here’s a list of some of our favorite A/B testing tools that can help you streamline the process.
Optimizely is one of our favorite A/B testing tools. It’s tailored to work with your existing platform and is super easy to setup. All you need to do is insert a single line of HTML code that is generated by Optimizely and you’ll never have to mess with that code again.
One feature we particularly like about the platform is the custom goal tracking. You already have the option to track engagements, clicks, conversions and email sign-ups, but you can also track anything else that matters to your business. For our clients, we like to track revenue in addition to the other features.
My favorite thing about Optimizely is the pricing. For free you have access to a variety of features to help you get started with your A/B testing. Optimizely also offers more targeted optimized features and support at the enterprise level, where pricing can vary based on your website and your needs, if you are looking for additional benefits.
HubSpot’s A/B testing tool isn’t as complex as Optimizely, but it does help you obtain information about the emails you are sending and landing pages you are attempting to drive traffic to. However, you need to be an Enterprise customer in order to have access to this feature.
We use A/B testing in our HubSpot emails to test subject lines and also template layouts. We test the subject lines to determine what triggers users to open an email and test the email template to determine which email generated a higher engagement rate.
Another A/B testing feature we use with HubSpot is when we are creating landing pages.
Testing landing pages with HubSpot is very easy to use. With the landing pages you can A/B test headlines, images and call to actions as well as use analytics to see which landing page drives more conversions, new leads and customers.
The best part is that the functionality of HubSpot landing pages requires very little development or design work, if any at all.
We use these tests for the campaigns we run for our clients. When it’s time to create and plan a new campaign, we can take a look back at the last one and determine which landing pages had the greatest success. Was it the layout, the call-to-action or maybe even different content?
When your business relies heavily on email and website traffic to drive leads and revenue, information like this is extremely valuable. It helps you plan more accurately and helps show our clients why we do things the way we do.
3) Crazy Egg
If you’ve ever used Crazy Egg before, you’re probably thinking to yourself, “Crazy Egg doesn’t have A/B testing capabilities.” You’re right, it doesn’t. However, we use Crazy Egg because of the heat mapping capabilities the platform offers.
The heat map gives us great insight into where users are and are not clicking on a particular page. It’s extremely helpful information. This insight can give us ideas on whether or not we need to adjust certain features on a page.
Crazy Egg’s pricing starts at $9 a month and goes as high as $99 a month. You can also get started with a free 30-day trial to see what it’s all about.
If you frequently A/B test, analyze the results and make decisions based on those results; you should expect to see a rise in revenue, leads, engagement and much more!
Interested in learning more about how A/B testing can help your business? Contact us today! We’d love to learn about you and how we can help improve your website conversion rate.