A/B Test or
Personalization Test which is right for my digital business success
While we really plan of digital strategy absolutely to the
business priorities & sales target which normally has three channels Paid,
Owned & Earned. We need content for each one them to make it really
personalized to channel & target audiences
Well not each & everything can be personalized but yes
with testing entering digital strategy a lot of things can be personalized
& customized
I will throw some scenario & will talk about it why it
really made a difference
2. Which colors really creates more visibility on my Important CTA?
3. Moving
Navigation vs Static Navigation which one makes visitors reach by long scroll
page & navigate easily up & down on page?
1.
4. My Traffic
comes from various paid channels what content to show to visitors & I want
to personalize the page content on the basis source?
If you closely look at all these scenarios they all are
unanswered question which needs to be verified with strong proof points like
what really works & what not
So with that said we now have Testing Plaforms from Industry
leading tools like Optimizely & Abobe experience that will really help you
understand is your digital strategy / Digital idea working for you or not
Let pick few of the scenario’s from above
1. One CTA VS
Two CTA (Which one works for my landing page)
This idea can be very useful onpage where you have fight with your marketing team to convince them that between a whitepaper vs video vs demo vs testimonial vs analyst repot and so on which one really works on the lead space banner & which one doesn’t and so in such case you can try testing as a rescuer to be conclusive
Like we have one CTA in the original page while two CTA on the variation
Original page Variation page
And Result come's out was like this
Variation page Both newly added CTA & existing CTA got more clicks than the original page
Refer the below Green highlighted result metrics validating the idea worked which can than be presented to the core team to make a permanent decision to keep what really matters on page
2. Now lets pick another testing scenario
What color should be my most important CTA ?
Original page Variation Page
The most important Call to action of your website is the place where your visitor reach out to you when they need business help or resolve business problem but is that CTA really visible or it requires searching hence to make things simple try to give the visibility is deservers
So let’s look at a simple scenario if you can see red highlighted CTA (Talk to expert) which is in blue color on the left image above while an orange CTA on the RHS image
Let’s see how visitors reacted to change in color after running the testing scenario for 38 days
The clicks on the CTA went up by 35% on the orange CTA than Blue one & page engagement rate overall also went up by 1.3% which tells Orange CTA are far better than Blue one’s (Refer below image for reference)
Introducing testing with your digital strategy will really help you understand really works in your websites and what not on a real time basis which will really help you understand you visitor’s behavior & their content needs
