We wake up in the morning believing that we’re in control of our decisions. We wash our face with cold water, eat an energizing breakfast, put on some clothes and close the door behind us. We get at the office, grab a coffee and open our laptops. Here is where the fun starts. We’re excited to open the email to see how the day is going to surprise us. And there it comes: an email from an NGO asking you to donate for one of their causes.
The 30 seconds scan of the email’s content is crucial. You don’t even realize that you’re about to make a choice. If you end up with hitting the Call To Action button, the email writer has managed to influence your choice. How did he do it? With two simple elements: design and copy.
As marketers, we should accept that what people know about our company is exactly what we are telling them about it. We should also use this knowledge to deliver value to the people who could use our products or services. With the right technology, we can tell people the company’s story and let them choose by themselves if they like us or not. Influence is not about telling people what to do, but showing them who you are.
“$1.1 trillion of all retail sales in 2011 were “web-influenced.” (Source: Forrester Research)
Since the design and copy play such an important role to influence other’s behavior, marketers need to use these two elements at their full potential. Though, this task could become impossible without having the mind of a genius or knowing by heart all of the people exposed to an offer. An alternative to these two solutions is A/B testing.
A/B testing is the perfect method to see which versions of copy or design are influencing behavior. Once exposed to a form or another of content, people will invariably take a decision:
a) consider the marketer’s offer
b) ignore or reject the offer
Therefore, knowing how to use A/B testing to convince people of the value you have to offer to them will decide over successful vs. unsuccessful marketing campaigns.
We have created a list of five usual A/B testing mistakes observed within the conversion rate optimization industry that you should avoid. There are some mandatory conditions required to have accurate results with A/B testing. An example is number 4 of this infographic: testing more than one variable at the same time. On the other hand, this list also contains advice about seasonality, analyzing data,the frequency and the number of tests you want to start using on your website.
Stats to share:
[Tweet “Gmail once tested 50 shades of blue for their Call To Action color and found the highest conversion rate.”]
[Tweet “Only one out of eight tests usually drives to significant changes.”]
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