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Conversion Rate Optimisation Articles

Welcome to the Conversion Rate Optimisation Articles. Here you will find all sorts of current, useful information that our team source and share. We can help.

Articles about AWA digital - Conversion Rate Optimisation - CRO - Blog | A/B Testing

23 June 2016

5 ways to make sure your split test results improve your bottom line

The following is an excerpt adapted from ‘A/B Testing: How To Get Really Big Sales Uplifts’, our free whitepaper that shows you how to achieve solid results through split testing. Get the full version here for a step-by- step guide to split testing that pays and how to ensure that the reported improvements make a real difference to your bottom line.

Declaring a split test win is a great feeling.

That feeling is even better when you put the test page live on your main site and start to see a real impact on the bottom line for the whole of your e-commerce business.

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7 June 2016

Discover the real conversion levers on your web pages with exclusion split tests

Does the product recommendations engine on your product details page help or hinder conversion? How important are reviews on your product listing pages? What impact do the security badges in your checkout have?

Ecommerce web pages are made up of dozens of individual design elements which, to a greater or lesser extent, play a role in persuading visitors to buy from your website. Discovering the size of the role they play can provide you with powerful insight about how you can improve your site for more sales.

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20 April 2016

The four pillars of successful Conversion Rate Optimisation

Done correctly, Conversion Rate Optimisation (CRO) is one of the most profitable marketing tools any online business can use. Yet often, we find that organisations get distracted by the excitement of seeing a successful split test rather than the fundamentals that go in to creating the split test in the first place.

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10 March 2016

How to stop technical glitches ruining your split tests

Split testing is a vital part of any web optimisation programme because it’s proof that you’re making improvements that will bring in higher revenues.

But split tests can also be the weak link in the chain. If there’s a technical fault with the split test, you won’t be able to bank the profits.

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24 September 2015

8 takeaways from the 2015 State of Online Testing report

WhichTestWon’s third annual ‘State of Online Testing’ report was released last week and it makes for some interesting reading. Clearly, the testing industry has now come of age, and across the globe, more and more online businesses are seeing the value of split testing. But it’s not all good news. Some responses appear to suggest a worrying gap between how split tests should be run and how they are actually run.

Below we’ve highlighted our 8 key takeaways and provided a dozen bonus facts and figures.

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18 September 2015

What is the best way to approach split testing?

In a recent webinar we were asked

“When will you do bold testing and when do you just do tweaking?
Or do you always go for bold testing?”

It’s a great question, and, as so often happens, the short answer is ‘it depends’.

So we gathered the thoughts of our optimisers and other CRO professionals. Here’s what they had to say…

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16 October 2014

How to split test without developers

Isn't it exciting when your design team show you some new concepts for your website? The artwork looks great – really fresh and modern – and you can’t wait to get it live.

But how can you be sure it will keep the sales rolling in – or even increasing?

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15 August 2014

What are the best KPIs to measure a split test?

A/B split testing is the secret sauce that helps give successful e-commerce companies a healthy year on year growth. It’s fundamental to Conversion Rate Optimisation (CRO) too.

That’s why the metric often used to judge the success of a split test is conversions ie: how many visitors were turned into customers.

But there’s a catch. Conversion rate isn't necessarily one of the best KPIs to measure a split test. Sometimes conversion rate falsely leads you to think you have a winning strategy when you don’t. Or it doesn’t help you spot sales-increasing winners. And that means it can be costing you money.

A better KPI to measure a split test

If you want to increase your overall turnover, there’s a much better metric to use. It focuses on one issue only – what’s really going on to your bottom line.

It’s a little-used yet highly valuable metric, called Revenue Per Visitor or RPV.

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2 May 2014

Split Testing: Is it really just about A/B testing button colours?

Have you even found yourself looking at an e-commerce website and thinking “Eugh, I’m not buying from this website – the button is green!”?

No, me neither. Yet when I say the words ‘A/B testing’, nine times out of 10 people think it’s all about testing different button colours. Heck, I even use button colours as an example when trying to explain my job to my not-so-tech-savvy family!

The fact of the matter is that A/B testing can be used to test different button colours on your website, and testing different button colours can make a difference to the effectiveness of your website. Whilst researching for this article, I found examples of different button colour increasing click through rate by 21%, 36% and even as much as 88%. But these case studies are full of conflicting advice. For every one that says red wins, there’s an example that says that green wins, or yellow, or blue. Confused? So are we!

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