Testing 1,2,3: How A/B Testing and Analytics Can Spell Success or Failure

Business.com / Business Intelligence / Last Modified: February 22, 2017

A/B testing is an extremely important part of online marketing, and if you're not doing it, you could be missing big opportunities.

No matter your business or industry, you need to focus on providing a positive customer experience.

When your customers are happy, they are more likely to spread positive word-of-mouth about your brand. With the vast amount of data at your disposal, from public sources, social media, business operations, and the like, you have everything you need to ensure your customer experience is optimized for improved satisfaction.

According to a study from Watermark Consulting, customer experience leaders generated a return on investment (ROI) 35 points higher than the S&P 500 index. Companies that lagged in the customer service area generated an ROI 45 points lower than the S&P 500 index.

Related Article: An Inside Look at the Importance of A/B Testing in Paid Search

A/B Testing

While split testing is one of the more basic methods of optimizing your business for best results, it can help ensure the best ROI by giving you solid data to support any adjustments you make to your website or business. You can split test everything from

You can split test everything from copy to page layout, color scheme, emails and landing pages. Use the data to determine what your audience responds to the best and then make the necessary changes. For the most accurate results, it is best to split test one element at a time.

Using platforms like Optimizely to test your website's homepage and elements is key to improving the bottom line of any business today, but you should also use a platform like GetResponse that goes beyond testing your website's and split test your email marketing campaigns. This way, you’re not spending resources sending emails that aren’t getting opened and clicked, or on a landing page that is not converting well.

Allocating more of your resources to split testing allows you to focus on converting leads to paying customers. According to Econsultancy, for every $92 a business spends on acquiring customers, only one dollar is spent to convert them.

Behavioral Analysis

This approach involves analyzing the actions users take while on your website. This includes taking a look at what they click on and where they click it, the path they take through the pages on your website, and using heat maps to determine the most popular areas of activity on the page.

The behavioral analysis allows you to adjust your website layout, content placement, and position in a way that encourages users to respond positively to your content. Understanding E-commerce buying behavior is key to creating a simple flow for your customers.

Studies show that an audience’s attention span varies greatly as they scroll across your website. Visitors will spend the majority of their time focusing on content visible above the fold, allotting only 20 percent of their time to content below the fold. This means you should place any material that is critical to your business goals above the fold where it is easy for users to see.

Related Article: The Comprehensive Guide to A/B testing for E-commerce

Intent Analysis

If you notice you’re getting too much churn from certain pages, products, or services, it may be time to conduct a more in-depth analysis to make sure these pages align with what your customers are intending to do when they arrive at your page. Based on the intent analysis results, you can implement a number of retention strategies to encourage people to stay on your website or to make certain actions.

If your customers are browsing your website for information about your products and services, they may come back later with an intent to buy. For help with intent analysis, you can use a tool like Lexalytics, which will pull information from all your available data to determine customer intent.

Customer Relationship Management (CRM)

CRM helps in collecting, managing and leveraging an organization’s customer data. You can use it to better align your sales, marketing, and product development teams, as well as manage customer feedback, actions, and transactions. Data at hand will help you improve your customer service experience since everyone on the team can work from a central database and be aware of interactions with the customer.

You have a wide variety of options available on the market today, many of which are cloud-based platforms, giving you the ability to access content and data from anywhere there is an Internet connection. A cloud-based setup is scalable and does not require any local software or expensive server equipment to maintain. When used correctly, CRM can improve productivity by up to 30 percent.

By analyzing data, testing various strategies and executing the best one, your business will be able to optimize operations while optimizing you marketing, sales, and customer support efforts to continue to provide top-notch service to customers. In the end, a better customer experience will pay dividends for years to come, in terms of brand goodwill and positive word-of-mouth.

Related Article: On the Horizon: The Social CRM Market Is Expanding—Are You Onboard?

Login to Business.com

Login with Your Account
Forgot Password?
New to Business.com? Join for Free

Join Business.com

Sign Up with Your Social Account
Create an Account
Sign In

Use of this website constitutes acceptance of the Terms of Use, Community Guidelines, and Privacy Policy.

Reset Your Password

Enter your email address and we'll send you an email with a link to reset your password.

Cancel