Recently, Sony made a simple tweak to its banners that upped online purchases by 20%.
When the Guardian used the same technique to optimize its landing pages, the newspaper saw a 46% boost in subscriptions.
And nope, neither change involved adding pictures of Scarlett Johansson.
The key was A/B testing, a web optimization strategy where you test multiple versions of your creative to identify which one produces the best results.
Get ahead of the pack (and 83% of Fortune 500 companies) by incorporating A/B testing into your site.
Here’s what to test:
- Varied banners that drive customers to a landing page, form, or another call to action where you can track traffic.
- Gated content (content hidden behind a form) vs. non-gated content (no form). Are users willing to sign up or provide more info to access materials on your site?
- Image types. Are photos of people more successful than product shots?
- Headlines and copy. Test the length of headlines and copy on your paid campaigns to see which ones get the most clicks.