Why Split Testing Is Important For Your Business

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Are you looking at trying to better your website and appeal to your current audience more? Split testing is the perfect option to test areas where you can be improving your website or marketing material to meet the needs of your customers. Here’s what you need to know.

What Is Split Testing

Split testing can also be known as A/B testing. It is where you test two similar materials are tested against one another, to see which one performs better, based on the desired outcome. This is important for any business as it helps make your website more user friendly and provides your users with better content.

A/B testing should be something you are constantly doing for your business, as there are always areas you can improve. Even major companies like Amazon use split testing to continue to be meeting their customers wants and needs. The customer’s journey is ever evolving and as a business, you need to be sure that you are able to evolve with them.

Where Can You Use Split Testing

Website: Split testing or A/B testing is commonly used on websites to try and make for better user experience on the site. You can test areas against one another for things as simple as button changes to see which colour works better or more complex changes like different menu layouts to see which is clicked more.

Marketing/ads: Facebook also offers a section within their business manager when creating a campaign where you are able to do split testing on your ad campaigns. You have the ability to test the same campaign between different audiences to see which group converts better. You could also carry out the same ad with slight variations to the text to see which of the ads works better for your target audience.

Benefits Of Split Testing

Split testing is beneficial for your business and is something you should talk with your developer or marketing team about to better your service or site. Here’s why:

Better user experience:
It’s a well-known fact that when someone is using a website, the simpler it is to use, the more likely it is that the customer will return to the site. Think about your own previous experiences when exploring your favourite store. Why do you use it? Many stores are likely to sell the same product, so why do you buy it from them? These type of questions are critical for your business and could jeopardise sales.

It helps to drive more sales to your website.
Making your site easier for people to use will reflect your sales. If you make your sales funnel to the site too complex, it can become overwhelming for customers. They can become easily distracted while trying to place an order so you want them to be able to get to the checkout as easily as possible. Think about where you are when making a purchase? What device are you using? What’s happening around you?

It’s fundamental to try and retain the customer, provide them with enough information to make an informed decision on their purchase and be clear and concise on where they are headed next. Don’t be scared to test things you think may fail, there’s only one way to know for sure!

How To Better Your Split Testing

It’s important to take into account your audience. Knowing your audience and there demographics make all the difference. Generally speaking, nearly all purchases made is 2019 are done on a mobile device.
In saying this, it’s important to ensure that you are assisting and testing the ways in which the customers are engaging with your site.

Current marketing predictions suggest that many people will be making purchases through voice commands and chatbots. Do you think you can meet the needs of your customers? It’s all about trial and error to pathe the way for your businesses future success.

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