A/B Testing, Conversion Optimization, and Landing Pages – Khalid Saleh from Invesp Answers It All
In the technological age of advancements where most businesses rely on digital advertisements, you need to understand all forms of Ads and Ad testing. This would help scale up your business and assist you in optimizing your conversion rate.
One of the best methods in this regard is A/B testing. For those of you who might be wondering what A/B testing is exactly, here’s a definition of it:
“A/B testing (also known as split testing) is the process of comparing two versions of a web page, email, or other marketing assets and measuring the difference in performance. You do this by giving one version to one group of users and the other version to another group of users. Then you can see how each variation performs.” – The Daily Egg.
As can be observed, A/B testing can be an essential stage of establishing your web presence. But to utilize it successfully, you must understand all the little nuances that come with the process.
Luckily for all of us, Khalid Saleh, the CEO of Invesp, helps us navigate this spectrum with some handy tips on conversion optimization and other aspects of A/B testing.
Invesp has been running for 14 years and has run about 15000 A/B tests. The firm has helped businesses increase their conversion rates. And that is why Khalid is a great source to gain this information from. So let’s get right into it.Take control of your ads with real-time campaign reports. Get Your Free Trial Now
Speaking from a place of considerable expertise, Khalid answered the following questions:
1.What are the most common mistakes you see with marketers attempting A/B testing?
According to Khalid, people make several mistakes while A/B testing that can impact their conversion rate. What’s surprising is that often they don’t even realize the impact of the mistake or the fact that it’s a mistake. So, to mitigate these common errors, he has shared a few methods that are listed below.
Mistake One: Expecting Tweaks to Make Big Impacts
According to Khalid, one of the biggest mistakes is that people merely make minor tweaks in their testing process (i.e., color, headline, etc.) and expect it to work wonders. The thing is, minor changes don’t work. The changes you make are supposed to get in the “mindset” of your visitors. For this reason, it is essential for you to put in more effort and to test more radically.
Mistake Two: Using A/B Testing As a Means of Settling Bets
Using AB as a means of settling bets is not the wisest of options. Your A/B testing’s core purpose should be to get to know your visitor better and plan your strategies according to that, not to settle bets with your co-workers.
Mistake Three: Having Weak Statistics
This is pretty self-explanatory – weak statistics can misdirect the testing process. This can be countered by first understanding your traffic before running A/B tests, as a proper analysis makes the whole ordeal considerably more efficient.
2.What are the essential elements to change while A/B testing?
In deciding what would be the essential elements to change while A/B testing, you should be considering the following elements:
Why are people buying from you?
In these terms, it is essential to identify your messaging voice and use it as a variable in your test. With the message, you need to figure out the emotional, functional, and social motivations behind the potential customer’s visit.
What is your value proposition?
You must figure out a unique value proposition, but it is also important to communicate it clearly on your website. According to Khalid, this will definitely help you get faster conversions.
The hierarchy of your “pyramid”
Khalid suggests that you should think of your website in terms of a pyramid.
At the lowest level, there are elements that cause functionality issues. This includes bugs and site performance issues. Basically, anything that has to do with how the site functions. Fixing these issues helps you provide a more efficient platform, but it doesn’t get you those conversions.
At the next level, you have usability issues. Your site should not have any usability problems, so your focus must be here to some extent. However, you should not expect them to have any significant influence on your website. Khalid emphasizes to remember that usability will only make the customer think, “I can buy from this website.”
At the highest level, according to Khalid, there are persuasive related issues. These are what you must focus on when it comes to the testing process, but successfully dealing with these will result in your customer thinking: “I must buy from this website.” Therefore, this part should be where most of your focus is placed.
3.Should your A/B test involve the testing of one element or multiple?
Khalid says that this mainly depends on your conversions per month! Firstly, he states that if your conversions are less than 200 per month, A/B testing may not be the best way to validate things.
However, if your conversions are more than 200 per month – Khalid suggests making drastic changes! There must be a tangible difference between the A and B version, so you should be making drastic changes. This automatically means that multiple elements should be tested.
One concept; multiple elements – that’s the key.Take control of your ads with real-time campaign reports. Get Your Free Trial Now
4.Where have you found your favorite testing ideas and how to get good ideas for A/B testing?
Khalid iterates that in order to get the best ideas, he and his team often go through several exercises. These involve the following:
Spend time with customers and understand their needs
Spending lots of time with customers who purchase from the website in question, and interacting with them as best as possible. Khalid states that it’s important to know the customer’s exact mindset when they decided to visit your website.
These customers must be recent purchasers. Khalid suggests to talk to them and ask “what was going on in your life when you decided to buy that item on that particular day from our website.” This allows you to have a deeper insight into what would work best for your A/B test.
Consult with expert reviews
Experts can be hired to look at the website and analyze all relevant elements, such as usability, messaging, etc. This helps in understanding the existing database so you can infer future strategies based on it.
On-site user research
Make use of the on-site user research to evaluate and rethink your strategy. After a complete evaluation, frame your questioning in that regard and, then direct it to your customer on your website. This would improve the results of your A/B testing approach even more.
The analytics of your website can also significantly power testing ideas in accordance with how your website should be performing.
Khalid says that it is crucial to remember that testing ideas will always be subjective – you should come up with a whole list keeping in mind your venture’s special needs. Then, from that list of ideas, you must prioritize the ones that have the most potential.
5.Any tips on getting more conversion on landing pages?
Khalid thinks this is a very powerful question. He thinks that the good thing about landing pages is that they are very focused; you’re driving traffic from an external source, and that’s quite strong when it comes to conversions.
Khalid also points out that getting conversions on a landing page differs from getting conversions on the full site.
The trick behind getting that perfect conversion on your landing page, according to Khalid, is to focus on the content. You need to consider the content you have on your ads, campaigns, and pre-landing pages. The offer you’re making to your customer through that content should be entirely mirrored on your landing page.
Secondly, you must indubitably focus on the headline and captions of your landing page. Khalid describes this as your “most powerful weapon” as it appeases the emotional side of why people are viewing whatever it is that you are offering. This is crucial, as Khalid states that every product/service has an emotional side and in order to get the perfect conversion, you must get to this side for your customer.
6.How do you bring an experimentation culture to a company?
This is perhaps one of the most important questions asked during the session. It is also an issue that many companies and businesses face. And to answer it, Khalid divides the answer into three steps;
- Get the thumbs up from the leadership – whether it’s the CEO or the VP of Marketing.
- Show results – and show results quickly. This will help you gain the trust you need to introduce experimentation successfully.
- Get a win – and then share that win. All your developers and designers must be in on it; since Khalid says it’s important for everyone to be excited! It’s also important to share ideas, to begin with, so that the whole team acts accordingly. This is essential since, according to Khalid, it takes time to execute successful A/B Testing, and the team should know not to do anything to jeopardize the test.
To summarize Khalid’s entire talk, let’s condense into a few main tips:
- Make drastic changes and take higher risks for the most beneficial results.
- Always consider the customer: the customer’s perception of your site is the most important aspect. So make sure that you don’t neglect or avoid that information. In fact, it should be perceived as your guiding light.
- Keep playing around! The more changes you make, the better results you’ll be able to extract.
That’s it, that’s all Khalid had to teach us in the Inbound session. For more information, you can reach out to him at LinkedIn at “Khalid Saleh.”