Website optimisation | 13/07/2020

Three reasons to start a website AB testing programme

Posted by Lawrence Greenlee

You’re probably no stranger to CRO. AB testing tools have been on the market for a long time now, and more and more brands are beginning to adopt AB testing and CRO onto their websites.

CRO (conversion rate optimisation) is a way of improving the number of sales, leads or revenue from your existing website traffic. It’s about gathering insights on that website traffic, and harnessing the potential of your existing website.

There are clear benefits, and more revenue is one of them. However, achieving that healthy conversion rate is not the only benefit of CRO.

Get data-led answers to tricky questions

“Is our pricing model putting users off?”

“What kinds of product images resonate with our audience?”

“Where should we place our call to action?”

Some questions are easier to answer than others. An AB test would allow any of the above questions to have a definite answer, backed up with sufficient data. AB testing allows you to collect insights on side-by-side changes.

Leave the focus groups and the customer surveys to one side. If you have a question about your website with a yes or no answer, AB testing can help answer those questions.

Calculate the ROI of web development

A CRO programme will cost money to run. However, it can also save money.

AB testing tools magically split your audience in half and serve up alternate variations of your webpage, with minimal developer input.

Ideas for website development are often banded around, and often have a requirement of increasing web sales. But do you know for sure that that new functionality is going to have a positive impact?

Perhaps you are considering a page design, a ‘like’ button, or removing some existing functionality. Consider running an AB test before making those changes. You can easily see the potential impact, and let you calculate the ROI of development costs: and you’re much more likely to get buy-in for future web development.


It’s a no-brainer: failure is harder than you think

Learning from failure means building up your knowledge and insight about the user experience on your website. It might seem a bit out-there to suggest that a failed test should be considered success, but anything that gives you data-backed insight is worth the time and energy.


There are a lot of benefits to AB testing: answers, saved-time and insights are just three extras you can expect on top of improving conversion rate, refining the user experience and increasing web sales.  You can check out our website optimisation page to learn more about what we do.

Want to talk to us about AB testing, CRO or user experience? Pop your name and email in the form below – we’ll book in a chat.