This is the 5th and final blog in a series that focuses on 5 Costly Mistakes That Are Preventing Your Store From Scaling. You can catch the rest of the series here:
An American merchant and pioneer in early marketing, John Wanamaker, once remarked, “half the money I spend on advertising is wasted; the trouble is, I don't know which half.”
The good news is that he made that remark about 150 years ago and with today’s technology, we can see very accurately WHICH HALF is wasted and which half isn’t.
I would amend that statement to say, “Most of the money you spend on advertising is wasted; the trouble is, without A/B testing more often, you’ll never change that.”
If you aren’t A/B testing different product page designs, email copy, product upsells, etc., you’re missing out on easy income.
So, let’s take a closer look at this valuable marketing tool, beginning with a quick primer on what it is.
When we use the term, “A/B testing” we’re referring to testing an A version (often called the “control”) against a B version (often called the “variable”), to see which produces the best results.
Here are some specific problems you can solve with A/B testing:
Let’s use a landing page as an example.
There are several ways to A/B test with a page like this (colors, copy, layout, etc.) but your tests should focus on only one variable at a time.
If you’re offering a free ebook, you may want to test the language on the CTA button:
You’ll run the landing page for a specific period of time (long enough to get the clearest results) with half of your audience seeing the A version and half seeing the B version.
You may be thinking, “That’s such a small, insignificant change! There’s no WAY that matters.”
Well….there’s no easy way to say this: You’re wrong. 😬
Here’s why: As your store grows and your traffic increases, small improvements have a HUGE impact.
For example, if you have a $100 average order value and you have 5,000 monthly visitors, a .2% improvement in your website’s conversion rate will mean an extra 10 orders or $1,000 per month.
If, however, your website received 50k visitors per month, you’d be looking at an extra 100 orders, or $10,000 by making a simple – seemingly inconsequential – improvement.
The bottom line is you need a systematic way of A/B testing different marketing efforts.
Here’s what to do.
I recommend testing three areas to begin with:
If you regularly work to improve these 3 areas, you’ll see an immediate rise in revenue.
To do this, I recommend these tools:
We’ve seen clients add an extra $2k, $5k, $10k per month to their sales by making simple, incremental improvements after putting the results of their A/B testing into practice.
Use this quick primer on A/B testing to make sure you’re not leaving easy revenue on the table.
Once you understand the need, you’ll be able to start testing, testing, testing, AND turning your results into results.
Not sure how to get started? Get in touch today and let’s talk about how A/B testing can be the difference between your online store thriving and flatlining.