May 30th 2020
Perfecting the Finished Product: Why A/B Testing is a Vital Step for Your Digital Marketing
Today's digital marketplace can be an overwhelming experience, given how condensed it can be. How can people find the right resources? How do they find the right services? Is the resource even user-friendly? Does it work for mobile devices? Do the links and tabs function in an appealing way? The more potential consumers need to sift through and sort out, the less likely they are to purchase a product or be converted.
When it comes to your digital marketing, there should be no question regarding A/B testing your almost finished product. A/B testing should be an expected step during your development process, as it's vital not only to the completion but also to the reception of your site or even just a particular page or store. What good is a finished product if the consumer doesn't find it appealing to see or use?
Providing this type of testing when you're close to the completion means you can work out the kinks, uncover potential dilemmas, seek out improvements, and overall produce the best digital product possible. Given that websites only have 50 milliseconds to grab and keep a visitors attention upon first coming to a web page, first impressions matter! Take the time to optimize your site or content, because it counts.
What is A/B testing and why do I need it?
In short, A/B testing, or Alpha/Beta testing, allows creators to view and compare two versions (the Alpha and Beta) of a web page. In running two versions against each other, developers are able to determine which is more user-friendly, more efficient, and more effective.
It's best done by identifying smaller variables of the site or page and testing between two options to see which variable produces the most optimal results. The small details matter, so taking the time to figure out what will produce the best outcome is worth it. In a congested market, conversions can be lost quickly simply as the result of the appearance or development of a site.
But it's more than appearance- it's also about being user friendly. If 88% of users and shoppers will never return to a site they had a poor experience with, it's critical to work out any potential for a poor experience prior to officially launching a page.
A/B testing also has great potential to increase purchases, conversions, and downloads, since they present an opportunity to review and assess real-time data. Data-driven solutions become an essential component to any digital marketing page or site.
That data can also be used to help decipher what works for you versus what works for your competitors. If 51% of consumers used a smartphone instead of a website to make an online purchase, with 8 in every 10 shoppers being an e-commerce participant, app and purchase page development is more critical than ever. Take the time and money to work out each detail that increases your chances for more conversions and purchases, because it's worth it.