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As with any marketing strategy, the more information you have about how your customers and potential customers interact with your website will help you make better-informed decisions. Digitally speaking, there are numerous ways to check how your site is doing and where it can be improved.
Google analytics, tracking keyword rankings via SEMrush, even comparing form fills or phone calls year over year will give you a really good overall picture of your efforts. When it’s time to make a change, however, it can be difficult to find the proper solution.
Any updates or upgrades just won’t have the data to help you decide. And when creating a year-long strategy, or even a few months, you want to make sure you’re operating with more than a “gut feeling” of what will deliver optimal results.
Everyone has theories about what will work well on a website and what won’t. In some cases, they’ll just make those changes and hope for the best. Depending on the size of your marketing strategy, you probably don’t want to base it on a hunch. A/B testing eliminates “group think” and “hope/emotion” by using data to inform you further.
Through testing applications such as UsabilityHub, Google Optimize, and others, Webfor is able to test these changes before making them live on your site. Changing a single element on a site can change the entire course of the future for a business – good and bad.
A minor change can also alter the entire course of your company’s future for the worse. Don’t you want to make sure it’s the right change? With A/B testing, you will. These tests can be applied to a lengthy list of website aspects including:
• Different hero options
• Button dimension, colors, wording
• Video vs. still photography
• CTA placements
• Headline changes
• And more
The red button performs better than the blue one. The “Let’s Begin” conversion rate pales in comparison to “Learn More.” The concert hero image sells way more tickets than the baseball image. We understand that you like “Let’s Begin,” baseball,” and the color blue, but your customers disagree.
Who are you going to listen to? When Webfor performs A/B testing, this prevents us from implementing what would be a harmful change to your conversions. You’ll also be able to see what brings in more value, which can only help your bottom line.
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Michael Dinerstein / Recording Connections
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