A website is never finished.
Building a website is kind of like buying a new house. There will always be something you or your Orlando web design company can improve. The projects never end.
A/B testing, which is also called split testing, is a great way to collect data before making a permanent change you think would be beneficial to your website. This method of testing allows you to compare versions of your website by running two or more variations at the same time. The experiment, if run correctly, will show you which variation performs better for a predefined goal.
How it works.
Version A is usually the control in the experiment. Version A will represent the current state of the element in question. For example, if you are testing the conversion rate of a contact form based on the color of the submission button, Version A would be the current color of the button. Version B would represent the proposed change. The button is red on Version A and Green on Version B.
Using some kind of A/B testing tool or plugin you would run the two simultaneously while collecting the data from each based on the number of conversions in a set period of time. Each would be shown to an equal number of website visitors.
Before running the test you should know exactly how long you will conduct the experiment and what you are tracking.
Whatever tool you choose to implement the test should have some kind of analytical dashboard to collect and measure the data. The one with the better conversion rate at the end of the experiment is what you will make permanent on the site.
Change it up! But not too much.
Sometimes the simplest things can improve conversion optimization on a website. Let’s use a contact form as an example. Your form may have a heading that says “Contact Us” above it. Maybe if you changed the wording to something more specific you would get more leads? So, using the same form, you would change the heading to “Contact an Industry Specialist”. Run the two side by side using A/B testing and see which produces better results. You may find that the original version was best. In that case you can either stick with it or try another variation.
It is best to only change small things, one at a time to do this testing. If you try to change an entire page and run two completely different layouts you will have no way to know what part of the change was better for conversions.