Here at Alpha Digital we specialise in a little something called CRO, which stands for ‘Conversion Rate Optimisation’. We do this by using proven techniques such as A/B testing, Multivariate Testing and incorporating simple yet effective usability and user experience design. While this may sound a tad confusing, we promise you that it’s not that complicated and can make a massive difference to your website.
A/B Testing also referred to as ‘split testing’, is the method of comparing two separate web page designs containing the same content. For example, your original page may not have any bullet points and be one big block of text. We might compare that to an article with some clearly defined visual breaks such as paragraph spacing and bullet points. Over time, we would measure the engagement with each design and determine which one users prefer.
This means that we remove the need to make assumptions about what users are more likely to respond to (let’s face it, nobody gets assumptions right all the time). A/B Testing also opens doors to designs and techniques which may have otherwise been ignored or overlooked. Basically, in the simplest terms, A/B Testing is a way to ‘try before you buy’ and test how your clients respond to different layouts.
Similarly, Multivariate Testing employs the same tactics as A/B Testing but can compare a greater number of factors. Multivariate Testing is used when testing three or more different designs involving small changes such as images within banners or different call to action buttons, headers and text. This gives us flexibility within the design and allows your users to unknowingly ‘vote’ for their favourite interface by clicking on the elements.
Multivariate Testing is a more extensive process and needs to be heavily controlled by making only one change to each version of a page. That way when a page receives greater engagement or more users achieving the goal, we know exactly which change made the difference.
So why go through all of these trials and tests? These users are already on your website. Why spend money on trying to drive more people to the website if they’re just going to convert at the same rate?
Many people tend to confuse useability and UX (user experience) and while they sound very similar, they are quite different. Knowing which is which can mean the difference between a good website and a great website. Quite simply, useability is all about how user-friendly your website is as well as the efficiency of the interface. User experience is how your clients feel when they interact with your website.
There’s no use in having a stunning website which promotes creativity and interactive design but lacks in useability and is difficult and painful to navigate. Don’t get us wrong though, it goes the other way too. A website which is very simple to navigate yet lacks a pleasing visual appearance can make users feel quite bored and unsatisfied with your website. Finding that perfect balance between usability and user experience is what makes a great website – and we can help you get there.