So you found a great idea for your another A/B test. You are so excited to see how your version B wins. But then it turns out that it didn’t bring the result at all. Before getting too disappointed remember that you are not alone!
More and more people nowadays understand the necessity of A/B testing but they are very unexperienced in that. A Google search for “A/B test ideas” will turn up over 85 million results with all kinds of suggestions.
You definitely can start with making your landing page longer, putting your copy in bold, changing the color of your buttons, adding a video, or any number of other things. But there are some ideas that can definitely impact your conversion rate. And your users can help you to find them!
The only way to really know what your users are thinking, and what they want to see on your site, is to ask them directly.
Here are three ideas for generating better A/B tests—with the help of your users:
1) Run a simple user test
For an ecommerce site, ask users to find an item, add it to their cart, and go as far as they can through the checkout process. For a SaaS company, have them learn about your features and figure out how to set up an account or request a trial.
Make note of places where they get lost or stuck, or where they miss details that seem obvious to you. Did they ignore the call to action? Maybe it’s time to try changing the position and size of the button. Did it take them a long time to figure out what you’re selling? Try tweaking your copy. You’ll come up with a list of A/B test ideas that are much more likely to make a difference than testing randomly.
2) Ask people directly
It is time for a survey. There are many tools that allow you to create an exit survey. Ask people why they decided not to purchase today, why they wanted to leave. Find out what your visitors like and what they don’t like on your website.
3) Test quality, selection and pricing
It is not difficult to guess those pages are the first ones that people pay attention to. Be very careful while organizing them.
When it comes to A/B testing, you don’t want to make guesses and hope to stumble onto the next big idea. A/B tests can be a time-consuming process, meaning you’ll never have an opportunity to try every idea out there. So make sure you’re setting yourself up to make an impact with the ones you do run.
Once you find out what your users are thinking, it’ll be much easier to come up with a winning B version. Rather than a wild guess or a gut feeling; it’s a direct response to feedback from your customers. You’ll get to the bottom of the real issues on your site so you can start improving your conversion rates. And then you can bask in the glory.