Whether you’re the owner of a website or a digital marketing agency with dozens of important clients, you’ve probably heard that A/B testing is a great way to target your audience with the right content to get optimal results. It allows you to get direct feedback from visitors and see how they really react to changes rather than theoretically assuming how they will, as is the case with usability testing or focus groups. Still, despite the fact that some companies have increased conversion by 225% with simple tests, the majority of them don’t invest the time or effort into testing, and out of those that do, there are many that don’t fully understand how to leverage the most out of the experiments that they do run.
As an Umbraco user, you are already aware of the ease of use and powerful editing capabilities of the CMS, but might not realize the potential for improving your site that lies within it.
Along the way, we’ll also encounter several challenges and barriers to testing that manifest themselves when companies try to conduct their experiments. Fortunately, there are tools that break these commercial barriers down and streamline the process, and we will demonstrate each one along with touting the pros and cons.
(HINT: downloading and installing uSplit removes the technical obstacles to split testing by making experiments a matter of a quick setup and a few clicks, and, if you happen to need to need help or peace of mind, Endzone Software offers full support to digital agencies that need to tend to anything from a few websites to dozens of critical ones.)
Let’s begin our guide with a brief (but detailed!) look at what A/B testing is and why you should be doing it!