A/B Testing for Low Traffic Websites
Small organisations or organisations in early stages of customer acquisition face challenges related to low conversions on websites or in apps. Large sample size requirements discourage testing of good a/b testing hypothesis. There is still no reason why companies can’t use A/B testing activities to optimize their conversion funnels. The way to go about that is by keeping in mind following best practices –
Trust Micro – Conversions
Order or Revenue or Form submissions usually form conversion goals in most of A/B tests. But we should try and add immediate clickthroughs or next in line page loads as secondary conversion metrics. Optimizing Micro-conversions will add to the top – line overall as more people funnel through the product buying journey.
Every click through is not a customer converted , every engagement is not a micro-conversion. We need to focus on those engagements which help the customer achieve the next step in the ordering process.
Experience Testing + Campaign.
Instead running a A/B test by splitting audiences let’s run the variation as an experience test for small duration exposing 100% audience to the variation. So instead of A/B Test running at a 50-50 split we would run experience B at a 100% variation.
But, it is important to make sure that same campaign(or the lack of it) or any other hidden variables does not impact incoming traffic. Incoming traffic should remain consistent across two time periods.
Quick Learn and Destroy
Keep the average test duration to 2-3 weeks with a constant eye on massive increases or decreases in micro – conversions. Achievement of consistent trend should be enough to accept or reject the hypothesis of the test.
Tools – Optimize the use of Optimize and Heat mapping tools ?
Maximize the free variants of tools such as google optimize. e.g Tool gives the capacity to run 3 experiments at any given time , we should make sure at-least three ideas are running at any given point in time.
Deploy heat-map(A heatmap is a user behavior report that displays visitor activity on a particular web page using a color key.) tools such as hotjar, session cam, click tale on your website.
Focus on “In your face items than subtle variations”
We ought to be focusing on items which directly catch the customer eye than making certain variations to text – copy etc.
Make use of heat mapping tools to identify which is the area within the page that the visitor would spend the maximum time. A general rule is to focus on items which are above the fold.
That is all, hope these tips help, feel free to comment or write to us at firstname.lastname@example.org
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