The Internet is one big experiment for A/B testers. “Hopefully, you are making use of this technique in order to learn more about your prospects and how to better serve them,” says Hugh Benjamin, an Internet marketing professional. Learning how to do this is tricky – you’ve got dozens of marketers out there claiming to have increased their conversion rates by 200 and 300 percent. Some are a bit more modest and claim a 75 percent increase.
A lot of people put a big fat “F” on their A/B tests due to small or non-existent conversion increases. So what are they doing wrong? Why can’t they see these major 300 percent conversion spikes in their tests? Are they reading the results wrong? Maybe they’re out of the loop and need advice from the “gurus.”
Or maybe – which is also more likely – they are just making mistakes that can be easily corrected. The number one reason why A/B tests fail is because of poor testing methods and taking the wrong approach.
This one mistake can cost your campaigns thousands of dollars and no ROI to show for it. Here’s a quick overview of the testing mistakes you need to correct right away.
Not Having a Strategy
Nearly half of marketers (42 percent) agree that analyzing the results of A/B tests is the most difficult aspect of campaigns. Why? Because majority of them don’t have a carefully constructed strategy. If all you’re doing is locating the drop in your funnel and attempting to remedy it, then you’re half-stepping. You need to have a well-thought-out plan that’s based on your target customers’ behavior, emotional triggers and the goal you wish to accomplish.
Simply Following A/B Testing Best Practices
You can find hundreds of articles flaunting best practices of A/B testing. The truth is, there’s no such thing as a generic approach to marketing – at least not if you’re looking for amazing results. Take time to learn about your prospects and how to cater to them.
Not Including Mobile in Your Strategy
It’s great that you have a strategy, but not-so-great that you didn’t include mobile users. If your designs aren’t responsive, then you risk losing mobile users at the door. Please note that mobile users make up majority of Internet searches and social media usage today. Not targeting them is leaving money on the table.
At the end of the day, you need to ensure you’re taking it one battle at a time. Take it day by day and eventually you will win the war.