Warning: mysqli_num_fields() expects parameter 1 to be mysqli_result, boolean given in /home/vegeis5/public_html/cloudtechgadget.com/wp-includes/wp-db.php on line 3091
License: Creative Commons image source
Having a new web design implemented for your business can be a nerve wracking process even if it should be a great way to boost your success in theory. Of course the idea is that a new website will make your business look more modern and professional and that it will bring more traffic to your site and keep it there longer; but in reality it doesn’t always go that way and sometimes a redesign can have the opposite effect. If your redesign should be poorly received then it can confuse visitors, lose regular traffic and decrease your conversion rate.
As such then it’s very important to make sure that your web design is carried out in a systematic and careful way that ensures you maximise your chances of success. Here then we will look at how you can do just that using a business technique that can guide iterations.
What is A/B Testing?
Essentially the idea of A/B testing, or split testing as it’s also known, is to allow you to test an idea without having to fully commit to it. For instance then, if you were to create a new web design then rather than release it completely you could instead test the water to see if the market was receptive before you committed to the new look.
The question of course is how you go about doing this. For big businesses that would mean focus groups and market research, but unfortunately for many smaller start-ups or entrepreneurs these resources just aren’t available.
Where split testing differs then is that you use a portion of your existing market to test your changes. This way for example you could use a PHP script to direct only a small portion of your traffic to your new look website. This might mean for instance that you send people from a certain area there, or that you only send people there during a certain time.
This way then you will be showing only a small portion of your visitors the new site, and that will allow you to test the reaction and compare it to the performance of your original set up. You could look at your click through rate for instance then, and if it were to double for your site redesign then you’d know to stick with it; while conversely you’d know to dump it if you suddenly lost clicks.
This gives you the great advantage of being able to look at the statistics for your old and new sites side by side, and at the same time it also enables you to test the changes without losing your entire audience. If your site is hideous enough to turn people away, then at least you’ll only damage your reputation with a small portion of your traffic.
Getting the Most From the Process
To get the most from this you should focus on small iterative changes. In other words you shouldn’t attempt sweeping redesigns because you will be committed to those once you’ve gone to the trouble of creating them and because it will be harder to pin-point which areas have been effective or not. Rather, try making little tweaks to your colour scheme, your ad placement, or your font, and then use a split test to find the perfect choice for each.
Justin Thorin is a web developer by profession. He used to work for a popular web designing company well-known for their creative web design in Toronto. He also enjoys reading books and loves to blog on random topics.