2 minute read
Evolving Technology
BY ASH YOUNG
Our tech expert with some top ‘testing’ tips to maximise profits
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MAXIMISE YOUR PROFIT WITH THESE TESTING STRATEGIES
Test your way through testing times…
Things are ever evolving in the e-commerce world (and there is of course a pandemic), so testing what works for you and maximising your profits is more important than ever.
What has been working for you for years, may no longer work. Or perhaps it does, but what else can you learn in order to drive your business forward?
What is A/B testing?
A/B testing is a method to determine what works best for your website. It’s a process to compare variations of a page’s design, content or functionality, and conclude which is the most effective for your metric – whether that’s sales, sign-ups, or something else important to your business. However, that may not be the case for your site, so running a test will show you what format increases your conversion rate.
I’d recommend using Unbounce to implement your landing page tests – this product “lets you create and publish your own landing pages, without needing a developer. It's an easier and faster way to get more conversions from your traffic.”
Test your on-site content and landing pages
Conversion rate optimisation can be very powerful. You can run A/B tests for new calls to action, images, page designs, and many more aspects.
Ultimately, the content on your landing page for a product or service is one of the most vital tests to conduct.
Here are just a few landing page elements you can test:
⚫ Layout ⚫ Offering ⚫ Headline and copy ⚫ Call to action ⚫ Form ⚫ Checkout process
Finding the optimal form and checkout process is key. For example, often reducing the number of fields in a form will increase the likelihood of someone filling this out.
Test your promotions
Particularly in the e-commerce world, testing new offers and sales can help to boost your conversion rates. With the pandemic still ongoing, many potential customers are struggling and sometimes a simple discount code can encourage a purchase.
Test different offers to find the optimum one that entices more customers, without harming your profit margin.
Test your paid advertising
Advertising provides the perfect controlled testing environment. On various platforms such as Facebook, Twitter, Instagram, LinkedIn and Google Ads, you can A/B test different versions of your ads to see what resonates best with your audiences and improves conversions. You can test and optimise images, ad headlines and copy, keywords, the landing page, URL, calls to action and audiences.
