BYTE #4: A BIT ON A/B TESTING

Have you ever been confused about something as simple as, whether you have to keep the color of your submit button as green or red and which one would stand out better? A/B testing is the way forward. You can basically portray two personalities of your website and see which gets better response. Reminds us of ‘Prestige’ right. Well, not that complicated though...

A/B testing is used for testing various metrics of two different versions of a landing page, display ads, E-mail marketing or apps. It is used to consider how small differences in a marketing campaign might influence customer behavior.

STEPS TO DO A/B TESTING:

Step #1: Set a conversion goal

While setting up a goal, think of all the metrics that need to be taken into consideration and how you define success. It can be the number of click-through rates or downloads or signups etc. You then start the testing with two variable - version A and version B (If more than two is varied you won’t know which one is actually making the difference)

Step #2: Create variations

Use the existing version as the control and set up a second for the test but making the variations according to your business metrics. The variations can be anything - the color of the button, titles/ subtitles, product description, offers, color scheme, forms, to name a few.

Step #3: Start testing

For testing, split the traffic equally between the two version. The two groups of traffic need to be identical (If the data is available, consider age ranges, geographical location and other factors that might contribute). A time period for the test and the minimum number of responses needed to make it meaningful should be planned; Ending it too soon could mean inconclusive results and dragging it longer than required could lead to select a poor results.

Essential metrics to track:

• Visitors

• Conversions

• Conversion rate

TAKE AWAY

You can use the tool, Optimizely (https://www.optimizely.com/) to perform A/B testing.

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Check out, Sindujabalamurugan.net

After pursuing a 5-year career as a wedding photographer, Sinduja started her own venture and promotes herself through an extremely simple portfolio website. When your social media marketings is strong, a simple site like this more than compensates for lack of SEO. Know where your strengths are.

BYTE #5

How to choose your target customers based on salary levels