A/B Website Testing in 2021

You have two versions of a website landing page (A & B) and you want to test each one to determine which is the best and produce the most conversions. A/B testing (also known as split testing) can also tests different elements like logos, colors, call to actions (buy now!), placement, headline, layout of website, images, amount of text on pages, etc.

Think of A/B testing (or split testing) as a methodology that enables marketers to compare a variety of test samples against a baseline control sample (the existing element) to identify and measure which element is most effective in achieving desired outcomes. A/B testing begins with a core baseline (A) and a variation (B) or alternative version. A & B are tested simultaneously to measure which version is more successful.

After you decided what to test, grab a good tool for the project. Google Analytics has a A/B testing feature called Content Experiments (Google Optimize). You can access Content Experiments (Optimize) by logging into your Google Analytics account, opening the profile you want to run an experiment in and click the Standard Reporting tab. In the left menu click Content, then Experiments, then start experimenting.

Other great A/B testing tools include Optimizely, VWO, and Convert Experiences.

Tips: When doing website A/B testing, never ever wait to test the variation until after you’ve tested the control. Always test both versions simultaneously. Don’t let your gut feeling overrule test results. The winners in A/B tests are often surprising or unintuitive. Know how long to run a test before giving up. Giving up too early can cost you because you may have gotten meaningful results had you waited a little longer. Make your A/B test consistent across the whole website. If you are testing a sign-up button that appears in multiple locations, then a visitor should see the same variation everywhere. Do many A/B tests! An A/B test can have only three outcomes: no result, a negative result or a positive result. The key to optimizing conversion rates is to do a ton of A/B tests, so that all positive results add up to a huge boost in traffic and conversions.

Both A/B are extremely valuable for your business. A/B Testing makes one thing crystal clear to marketers – you don’t know what works with your end-user until you test.

Pinterest Image Optimization

File name becomes your image file. Pin from a variety of different sources. Add a link to your image (back to your website). Don’t advertise. Make sure you continue to comment, like, and re-pin. Variety is the name of the game. Create different boards. Always add a “follow” button to your business website!

  • Average image is 300 pixels wide
  • The maximum horizontal width of pictures is 554 pixels
  • Limit the length of your image to 5,000 pixels
  • Videos can be pinned to Pinterest from YouTube and Vimeo. Create a detailed description for your video. This will help users understand what the video is about and can also help them discover your content when searching on Pinterest. Video descriptions about 200 characters long are the most repined. Make sure you use video annotations to get people to pin your video or visit your Pinterest page.

10 Tips for Landing Page Optimization

  1. Make sure the landing page loads FAST, otherwise your Google quality score goes in the tank. Desktop Page should take no more than 6 seconds to load. I would avoid Flash as it adds to load time. Your mobile landing page should load in under 5 seconds. Speed matters for conversions. You can test your website load times at pingdom.
  2. Make it obvious which button to click to complete an action.
  3. Make sure there is white space. This improves the user experience and makes your call to action stand out. Your call to action button (link) should be 20% larger than your logo. Place button at top of page (left). Web readers tend to track through content in a rough F-shaped pattern. So format important images flush left. Display the secondary action below the primary action.
  4. Catchy headline (create a powerful hook) and few exit navigation options. Keep it simple.
  5. Make sure your images are catchy, contextual, and load FAST. Optimize your images! Descriptive image file names, ALT tags, file size, Anchor text.
  6. Privacy policy and sitemap at the bottom.
  7. Check keyword usage. DO NOT spam keywords.
  8. Remove all possible distractions. Your design layout should be very clean, crisp, and clear. Get creative. No stupid redirects. Use a single dominate image or photo.
  9. If you use WordPress and have no experience in optimization, just add a WordPress optimization plug-in.
  10. Concentrate on the upper 300 pixels of the page. Half of your visitors will not scroll “below the fold.”