5 A/B Testing Mistakes To Avoid For Ensuring The Success Of Ad Campaigns
Ad campaigns are important for every online business entity as you can't rely on normal site traffic for maximum conversions in this cut throat competitive world. For ensuring a continuous foot- fall on your business entity, these ad campaigns can definitely be your game changer in terms of conversion rate optimization, site traffic, customer engagement and product sales. With these ad campaigns, you can effortlessly bring more number of people towards your online store for changing your business fortunes. However, if your success has been limited by the improper implementation of Ad campaigns, here are the 5 A/B testing mistakes that needs to be avoided by your online business entity. 1) You are following Trial and Error approach and not focusing on hypothesis and tracking method- You can't make “wild guesses” in the business environment as it could cost you substantive loss of revenue, eCommerce conversion rates, site traffic and much more. Particularly, in case of Ad campaigns, you can't take things lightly and follow a “trial and error” approach as your money has been invested in these Ad campaigns. Instead, you need to implement these ads based on the proper hypothesis and visitor tracking for getting maximum sales revenue.
There are web tracking and heat map tools like Mocking Fish that arrive with a user friendly dashboard design, reliable test results, effective client reporting, affordable price, free lifetime account facility and much more. So, use your head and not just random guesses for the effective implementation of your Ad campaigns. 2) Selection of irrelevant and non specific metrics- “Knowledge about the goal post is very essential before starting the race” and thus you need to be aware about what you are trying to achieve with your ad campaigns before implementing them. Don't set multiple goals for your business but keep your focus on selective metrics like eCommerce conversion rates, bounce rate, product sales, customer clicks, site engagement time and other such factors. Once, you are well aware about what you want to achieve, your Ad campaigns are sure to win “brownie points” for you. 3) Running insignificant tests- Just, as right key can open a lock so only A/B testing performed on right components and elements will pay you rich dividends in terms of conversion rates and product sales. Don't just test anything as it will only be a sheer wastage of your money, time and efforts. For helping you out in this crunch situations, we will advise you to perform split testing in the following areas: - Conversion rate optimization achieved on desktop and mobile devices. - Testing of the Ad headline and copy for maximum conversions and customer attention. - Analysis of the conversion rates based on the various age groups of the targeted customers. - Getting idea about the proper layout, design and structure of your targeting Ads. 4) Not running the test results as per the scheduled time duration- Time is the key element that decides the success or failure of a A/B testing experiment. You need to schedule a feasible time duration for the testing of your Ad campaigns which can be completed in the real time environment so as to avoid the need for abrupt ending of the testing results in the middle. Don't make your testing a hush- hush affair just because you have seen a significant surge in your conversion rates but wait for the completion of the entire test duration in order to analyze the change in your eCommerce conversion rates with passing time and as per the changing moods of the customer. 5) Implementing test results without a proper confidence level- Statistical significance or confidence level is an effective criteria to determine the success rate of an A/B testing experiment. Considering its high priority, always remember that you need to implement your tests only if they have a confidence level of 95% or higher. Don't fall into the trap of implementing testing results if you are far away from this threshold limit of 95% as it will make your split testing results fail. It is in the best interest of your business to consider these A/B testing mistakes and not follow them again for ensuring the effective implementation and success of your ad campaigns. A small mistake can prove much costly for your business aspirations, eCommerce conversion rates, product sales, site traffic and other such metrics. So, beware of them.