Writing Your Hypothesis: Why You Should be Doing AB Testing on Your Website

By April 11, 2013Blog

Even if it is well-designed and fully-optimized, you should be thinking of ways to update your business’ website to ensure your continued success . But thanks to the practically limitless number of variables on any website, it can be easier said than done to know what changes to make. How can you say for certain if adding more content to a page will boost conversions vs. adding a new landing page? It’s time to measure the effectiveness of those variables through AB testing.


What is AB Testing?

In AB testing, your role shifts from business owner to scientist as you set out to test a series of hypotheses regarding different elements on your website. First set a conversion goal, then hypothesize what change might help you reach that goal. The “A” in AB testing is your control page that isn’t touched, while the “B” page is altered to test your theory — whether that’s adding content, adding more headers, adjusting keyword density, adding in more secondary keywords, optimizing for location, moving the placement of a “Contact” or “Buy Now!” button, or any other number of changes. Then the two versions of the page are compared with an AB testing tool that measures conversions and tracks which variant best achieves the set goal.

The constantly changing intricacies of website design and SEO demand AB testing so that your business can move beyond merely guessing what elements are working and actually know what changes will produce results. Here are three reasons why you should crack open your lab book and start using AB testing on your website today!

Benefits of Using AB Testing on Your Website

1. Take Out the Guesswork by Measuring Real Results

You wouldn’t risk revenue in other aspects of your business by taking a leap on an unproven hunch. Likewise, you shouldn’t rest your website’s success — and thus the success of your business — on an untested website change. When you conduct AB testing, you test your strategies out and get quantitative data. There’s no more “I think,” but instead “I know!”

2. Avoid Mistakes That Can Cost You Customers (and Money)

SEO and online marketing are evolving at all times, which not only makes it hard to keep up, but also might make you antsy when it comes to making changes on your website. You might impatiently declare “Let’s change it now! We have to keep up with the latest in SEO!” But if you don’t take the time to complete AB testing, your theories are still just theories, and you risk making your website less effective. With AB testing, you can test a theory about your website design or content on a smaller scale, making your mistakes and adjustments before engaging in a larger rollout.

Copy of Facebook Marketing (1)3. No More Wasting Time on Strategies That Don’t Work

It doesn’t make sense to spend time on an unproven online marketing strategy. Since AB testing moves your ideas from the theoretical to the empirical, it’s more reliable — and thus more worthy of your time investment — than a blind strategy. You can trust the numbers you gained through AB testing.

Want Help With AB Testing Your Website? We Can Help.

AB testing can help improve your website’s performance — you’ll need a solid understanding of online marketing strategy to create sound hypotheses to test. If you’re not quite ready or simply too busy to shrug on your lab coat and start performing AB testing on your website, you can trust Turn The Page to help. We have the online marketing expertise needed to effectively conduct AB testing. We’ll work closely with you to identify your goals, examine your current results, craft smart hypotheses, and fully conduct AB testing, including compiling results and revealing the definitive winning strategy. You can stay current with SEO but avoid taking unfounded risks with AB testing from Turn The Page!

For more on our AB testing services, call (816) 527-8371 or (844) 889-5001 or contact us today.

Author Brittany VanMaele

When Brittany VanMaele found TTP’s website in August 2013, it was love at first sight. She knew she needed to join the Freaky ranks of the Page Turners. Lucky for her, they agreed. She came on as a content writer in September 2013 and was promoted to Director of the Digital Content Department (encompassing blogging, SEO writing, website content, & social media) in February 2015. With a BA in English and an MFA in Fiction Writing, Brittany’s journeys from Mizzou to Missoula, MT and back to Missouri prepared her for the fun, fast-paced online marketing agency that is TTP.

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