Use a/b test and multivariable testing to improve website conversion rates

Article Description: multivariable Testing: 5 Simple steps to increase the conversion rate.

Objective

Since Google appeared and changed the rules of the game, the user's attention to the Web page has been declining. For any current topic, there are thousands results to focus on, and the opportunity to capture the attention of the visitor is significantly reduced (2002, the BBC report points out about 9 seconds). Imagine yourself browsing the Web: Will you read all the text and pictures and try to get a complete picture of what the page is all about? The most likely answer is: "No." "With the barrage of information around us, we're like spoiled kids who don't devote enough attention to what a webpage is trying to tell us."

When we quickly decide whether to focus on a website, it depends on how many things we can figure out in milliseconds. Providing a good first impression is the responsibility of the designer and the site owner. The chances of convincing a visitor are very small, and most of the design (and probably you) take this as a secondary job because people think that designers are only about aesthetics. However, most sites are not designed to impress visitors, most of which exist for sale. Whether it's for a visitor to subscribe to a blog or download a beta app, the existence of each site is ultimately about selling something.

In this article, we talk about how to use a scientific approach to use a/b test and multivariable testing to create more sales, downloads, registrations (or any other business goal) for the site. Like all science-related things, this article explores and reproduces step-by-step ways to increase your conversion rate (the ratio of customers to visitors). Also, you may be interested in an article published here, the ultimate A/b Test Guide.

1. Defining challenges

How do you get site users to notice what you're offering and then let them take action? I want to answer that software download Gold page in my own personal blog. This page has all the correct elements: Product name, product description, certification, rewards, scoring, and an outstanding download link. However, only 40% of visitors downloaded the free software. Please note that almost all web traffic on this page is targeted, either through Google search or from the relevant reference site. So why are the remaining 60% visitors not going to download the software? Fixing this loophole is my challenge.

keywords: clearly define the goals of your site (or individual pages)

As far as I'm concerned, the required operation is to have the visitor download the software, and the challenge is to increase the download rate from 40% to as high as possible. Some of the most common challenges you can use a/b test are:

Increase the registration rate, reduce the bounce rate, increase the number of newsletter subscriptions.

Increase the number of leads collected from the landing page, and increase the amount of downloads for the white paper or software trial version.

Optimize purchases and promotions, dramatically increasing the conversion rate from visitor to customer.

It is entirely possible that your site must be satisfied with a variety of purposes. For example, the challenge for a blog is to get more subscriptions and increase the audience's participation (depending on the number of comments). In that case, the best strategy is to solve one (clearly defined) challenge at a time.

Quick overview: A/b test. View Details

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