WHAT IT IS:
You’re likely familiar with using A/B/n testing for email to produce better open and click-through rates. But what about testing content and design decisions on your website?
What if using different headline copy could increase conversion rates on a landing page? Or, might a CTA button get a better click-through rate with different colors or animations? Does a signup form work better on the right or left side of the page? Maybe you’re trying to decide how to edit a video— different opening clips may result in demonstrably different completion rates. Different page layouts may impact how far down the page the user scrolls. There are all kinds of things you could be testing on a website.
You can’t embrace user-centered design without having ways to test the impact that design choices have on user behavior. When it comes to digital strategy, folks are often way too comfortable with their assumptions because they’re unwilling or unable to test them.
Creative instincts and preferences should merely be hypotheses, not immutable decisions. Every part of a digital strategy should be an iterative processes. Meaning, you can’t just “set it and forget it.” The whole point of reporting performance metrics is to identify insights that help to optimize the impact your digital strategy.
Testing email and ad campaigns is really only half the battle if you can’t run A/B/n tests on the design and content of your website and landing pages.