Why A/B or Multivariate Testing and Improving Usability Can Increase Conversions on Your Website

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Research shows that most people, when accessing content on the internet, read only about 28% of the text. Graphically, this percentage is distributed across the screen in the shape of an F, as in the image below:

Website Usability Dynamic

The representation indicates the most read areas, marked in red. A very useful tool for those who want to make this measurement is the paid website Crazy Egg, to better position titles or CTA buttons. For free, Google offers on its Analytics page, in the Behavior / Page Analysis section, a great option to measure where your website receives the most clicks, represented in the image below. In it, we have a representation of the display by colors. Next to this mode, on the left, is the option to display information balloons, with the percentages relative to the total clicks received.

Heatmap Analytics

Therefore, it is recommended that, when overseas chinese in australia data for the internet, texts be aligned to the left; have short paragraphs; divide themes and subthemes into topics and be organized in bullet points. Since 40% of people respond better to visual content, it is clear that it is necessary to always observe the best arrangement of the elements.

Information should be conveyed clearly, accurately and concisely. Opinions, assumptions and aphorisms should be avoided. Readers are always looking to learn more about a topic, so always be objective when writing for the internet .

These techniques are related to usability, which studies the different ways to make a website attractive and user-friendly to optimize the reading and viewing experience. Usability is also closely related to another factor that is very important for indexing and ranking a website well: responsive design , which is the construction of a website with the aim of preserving all of its functionalities and content, regardless of the display device.

What is A/B Testing
Knowing a little about how people usually read on the internet, it becomes easier to understand the importance of performing A/B Tests on your page. Let's give a practical example to better understand what they mean:

Dinamicar Pneus wanted to know what the best option would be for its landing page, where customers could contact it to schedule one of the company's services. Fizzing presented two versions:

Option B, at the end of the test, presented superior results, yielding twice as many calls as option A. To measure the conversion rate, we presented pages A and B as search results for the same AdWords campaign, randomly dividing the delivery into 50% for each group of Internet users.

For A/B testing to be effective, solid criteria must be adopted for displaying pages. For example, it is not recommended that they be displayed at different times, since consumer behavior varies according to the time of day at which the product or service is searched for and accessed.

A/B Testing

Email marketing: the origin of A/B testing on the internet
The concept of A/B testing began on the internet with its use to improve email marketing. Faced with the need to increase conversion rates, companies began to study formats that would induce people to click on links, boosting sales and justifying investments in direct mail. Today, tools such as Mail Chimp offer A/B testing as an option for optimizing emails.

It didn't take long for these techniques to be applied to websites and even advertisements. Homepages and banners began to be built using strategies to optimize reading and viewing. With this in mind, Google developed a tool exclusively for performing A/B tests, the Google Website Optimizer. Another option offered by Google to test page performance is the Google Analytics Content Experiments option, available to Google Analytics users.