The Benefits of A/B Testing for Websites and Digital Campaigns

As a small business owner in New Zealand, it’s important to constantly optimize and improve your online presence in order to stay competitive and attract potential customers. One effective way to do this is through A/B testing, also known as split testing. Some time ago now, I released a blog post titled Trial & Error that was really the precursor to really dive deep into this topic, so that’s exactly what we’re going to do today.

A/B testing allows you to compare two versions of a webpage or digital campaign elements, such as an email or social media ad, to see which performs better. By doing this, you can identify which design elements, copy, or calls-to-action are most effective at converting visitors into customers.

 

Increased conversions

One of the main benefits of A/B testing is the potential to increase conversions on your website or digital campaign. By testing different versions of a page or element, you can determine which design, layout, or messaging is most effective at getting visitors to take a desired action, such as filling out a form or making a purchase.

For example, let’s say you own an e-commerce store, and you want to increase the number of visitors who add items to their cart. You could create two versions of your product page, with one version featuring larger, more prominent “Add to Cart” buttons and the other with smaller buttons. By comparing the performance of these two versions, you can determine which button size is more effective at driving conversions.