Using A/B testing to improve conversion rates

When businesses go online with their services and products, they require a lot of testing to make sure that their website or app is running perfectly. Not only this, many businesses make changes to business due to a gut feeling or any kind of impulse. Sometimes, this change is not welcome and it is neither sustainable.

Undoubtedly, the best way to figure out why the customers and clients are struggling to use the website or application and to single out problems, businesses use A/B testing. This testing also increases or improves the conversion rates for the business and singles out problems in the checkout flow of the system.

To optimize conversion rates, businesses need to perform A/B testing effectively. This requires a proper methodology that must be followed. This is also an iterative process that requires businesses to be consistent with it all.


What is A/B testing?

The A/B testing also known as the Split testing is the rather short process of comparing two different versions of the same web page or a mobile application. These versions are then tested to see which out of both of the versions would convert better. For this article, we shall focus on the web page on a website.

There are two major parts to the A/B testing. These are:

  1. Variation: There are several limitations when it comes to the control version of the web page. Any organization or team cannot simply assume that the web pages are 100 percent perfect. For this purpose, another variation of the web page is made to challenge this control.
  2. Control: Normally, the first-ever element which you design is called the Control.

  3. Since you have two versions of the web page, what you will want to do is figure out which of these versions will increase your conversion rate. You have to figure out whether the Control or the Variation will optimize your conversion rate.

    Normally, there are only minor differences between the Control and the Variation.

    To optimize these versions and get the best possible conversion rate, you can follow these steps:

  1. Organize proper testing

    To reach proper results that are beneficial, businesses must stop random testing. It is important to sift through the data and feedback and then mash it all up to form a proper testing scenario.

    To gather data, two ways can be used to find out problems. The first way is to use analytics. Analytics simply means to evaluate and analyze the data such as traffic, ticketing, ticket deflection, etc. After this analysis, this quantitative data can be used to optimize the conversion rates by figuring out what exactly is making the customers lose interest when the traffic goes down.

    The second way is to utilize usability testing. This is the best way to figure out where exactly the users are struggling. A usability test is best for websites on which the A/B testing is going to be performed. Using the usability test, it can be easily determined where the choke points are that are making the users stuck.

  2. Track performance

    To gauge the marketing performance of the marketing team, businesses need to evaluate their website's performance. It is important to know and remember that the performance of the website has a large impact on whether the new marketing strategies will be successful or not.

    This tracking should be done continuously over a fixed timeperiod. It must be in iterations so that the changes can also be tracked properly. Here are 10 website performance indicators that should be tracked consistently to optimize the website.

    1. Uptime
    2. Time to First Byte
    3. Full Page Load Time
    4. Broken Links
    5. User Journey
    6. Database Performance
    7. Geographic Performance
    8. Web Servers’ Hardware
    9. Visitors on the website
    10. Quality

    Most of the business owners and market analysts like to use a 3-month time frame to figure out how much traffic the website is generating on a monthly or a bi-monthly basis. It is important to note that a poor conversion rate is the result of a poor A/B testing plan.

  3. Track beneficial metrics

    Along with measuring the website traffic, it is important to know exactly how much revenue is being generated. Of course, it is imperative to know how much traffic is being generated. But what is the actual point of such traffic if sales are being made or any sort of purchases being done?

  4. Actionable metrics are beneficial metrics that help generate revenue rather than traffic. These metrics can include the number of newsletter subscribers you gained in a particular timeframe or how many sales were made during this time. Doing this will aid in planning out future marketing and discount plans for the customers.

In conclusion

A/B testing can bring about tons of benefits that will eventually help businesses grow and become better. Using A/B testing, businesses can greatly improve their conversion rates and become much better. Building such effective campaigns can involve a lot of problems and it may cause business owners to try out certain things and eventually fail as well. But what is important is to learn what optimization techniques are worth it all and which aren’t.

United States

Philadelphia (H.Q.)

1635 Market Street,
Philadelphia, Pa 19103




1 University Ave,
Toronto,ON M5J 2P1


United Kingdom


8 Devonshire Square,
London, EC2M 4PL.



Forum Support
Help & FAQ
Contact Us
Pricing and plans
Cookies Policy

© 2019 Meettroy. All Rights Reserved