6 Ideas For a/b Testing By Targeting 'Who' And 'Where'
A strong A/B testing plan always works in favor of your marketing strategies. You will learn valuable insight about your target customers, as you will know their preferences. Instead of guessing, you will present them what they need and what they want. This is the after effect of a successful A/B testing campaign. So, how would you know, your target customers? Is everyone visiting your website at some point in time is a target customer ? I guess not. So, "Who" are the target customers and "Where" can you find them? In this article, we will discuss 6 such ideas for A/B testing that will help you to include the suitable audience in the test by defining Who would they be, and where can you target them.
First, understand the WHO and WHERE We have been talking about ‘who’ and ‘where’ from the very beginning of this article. So let’s find out definition of these terms in our context here. Targeting is the phenomena that control ‘who' would be the audience of your A/B testing and ‘where' would you run the experiment on your site. This targeting specifies the instruction for your A/B testing tool, to decide who (visitors conditions) will participate in the experiment and where (URLs) will it run on your site. In MockingFish A/B testing tool, there are two types of targeting that allow you to select the audience and location for your experiment- Audience and URL
targeting.
Audience Targeting: Audience targeting will let you decide who will see the experiment after it goes live. An Audience may consist of segregation on the multiple fronts like: -Segregation on browsers used by the users -Segregation on mode of landing on the website (Direct traffic or referral) -Segregation on whether they are logged in or guest users, and much more
URL targeting- URL targeting will help you determine on which page(s) the experiment would run. For example, you can run the experiment on specific pages like: -Checkout page -Particular landing page -Particular category page -Specific article or blog page, and much more So, now let’s get going with the 6 simple ways to achieve precise A/B testing by targeting the experiments on two fronts- Audience (Who) and URL targeting (Where)
THE A/B TESTING IDEAS WHEN YOU ARE TARGETING ‘WHO’ 1. Visitors Coming To Your Website From An Ad Link Visitors who land on the website by clicking on some Ad link have specifically confined expectations, and they are more likely to get converted if they are convinced. You can target the landing page linked to that Ad link and customize it to match the promotion specified on the Ad link. For example, you may make a hypothesis that changing the text on the landing page's CTA button for Mobile traffic would improve the conversions on this page. To do this you simply need to you simple need to specify the condition as Device and then select the device as Mobile. Read here for more information on, How A/B testing can enhance the
performance of your landing page?
2. Users Using Different BrowsersThe segregation of the user population can be effectively done based on the type of browser they use to access your site. For example, in some cases, you might have a content on your page that would not be supported by a specific browser on specific devices. So you know already that users from that specific browser won't be able to see the changes properly. In this case, you can exclude the users from that browser from your experiment and keep displaying them the older version of the page. You may also segregate the browsers used on specific devices in the same targeting using "OR" or "AND" condition if you are using the MockingFish tool.
3. Visitors Landing On Your Website From a Specific WebsiteVisitors coming on your website using a referral from third party website would have different expectations from those who land directly on the site. For example, visitors may come to your website from a link given in your Facebook wall post regarding some offer or discount. They would look for the deal mentioned on the Facebook post, you can target these users by customizing your landing page for the specific offer mentioned in the post. Based on your preference and requirement you can target the customers from the specific website referral using the Referrer URL condition and setting the URL(s) in the parameter. Read here for more information on “How to create the landing pages that convert?�
4. Targeting Pages With Dynamic Values In The UrlThere are certain pages on the website which generates dynamic URLs. A dynamic URL can be an URL consisting unique values. For example, the user account home page for every user will consist of an URL with some unique value.
Let's
say,
for
user
one,
it
might
be
like
www.example.com/account/xyz/123, and for user two it might be like www.example.com/account/abc/2345. Testing of such pages is equally important to make sure the page provides all
the information and allows customer to navigate to the product’s core value without any hindrance. The ‘regular expression URL matching’ in MockingFish can be effectively used to target such pages regardless of the dynamic/unique values in the target URL.
5. Targeting Specific, Multiple Landing Pages At OnceWebsites keep running several promotions at once. For each of the promotions, there are specific landing pages designed to convert the users coming through these promotions. Now, it is very important to test the performance of these landing pages so as to decide which promotion brings better conversion rate on the website. It will be wise to test the CTA, messages, and layout of such landing pages. The ‘simple match’ URL can prove to be useful here as it provides the option to test specific and a number of such landing pages at once. The simple match condition simply ignores the string parameters so that dynamic URLs and gclid parameters in the URLs would not be a problem here.
6. Testing Pages In The Checkout FunnelCheckout funnel is a crucial area for conversion optimization on the eCommerce websites. The checkout funnel includes all the pages that come on the line when a customer adds and product in the cart and proceeds to checkout page. Once on the checkout page, the sole intention of the user is to complete the process and order the product. You might want to test the checkout funnel if there is any factor causing a leak in the checkout funnel. For example, seeing a competing product offer or CTA can take the customer out of the checkout funnel. You might not want to show any such distraction in the funnel and make sure the process goes smoothly without any distraction. You can test in such situations using the substring matching condition that will specify the target URL (s) only for the checkout pages of your site.
Finally, With Audience and URL targeting, you can run successful A/B testing experiments by deciding who will participate and where will the test run. There are many such other options for Audience and URL targeting in the MockingFish App that you can use based on your requirement. Hopefully, the six ideas explained above will help you utilize the tool better for your conversion optimization.