A/B testing tip #1, General advice

A/B testing as well as the more advanced “Multivariate testing” can be invaluable assets in your online optimization. I recently had the opportunity to listen to Søren Engelbrecht from Scandinavian Airlines (SAS) when he described how this had changed their view on good and bad on the web. With more than 35% of their business online, they should know. Small things like the difference between red and green buttons, or the change from one image to another, can greatly influence your overall conversion rates.

So, are there any guidelines, things you should always consider when designing your landing pages? Well, there are some very general advice, some of them listed below. However, the common view seems to be – go testing and continue testing. Something that is true for one page/target group may not be true for another.

1. Common guidelines – http://www.cmswire.com/cms/web-content/10-best-practices-for-website-landing-pages-003971.php
2. Work on ONE area at a time, one product, category or campaign
3. Start testing, optimize and then keep testing!

One way of doing it is of course: http://www.episerver.com/en/Products/Marketing-Arena/EPiServer-CMO/ the USP is that you instantly can publish the winner in EPiServer. Or, use  www.google.com/websiteoptimizer with the Multivariate possibilities. And yes there´s other products out there too!

Advertisement