4 common A/B testing mistakes & ways to correct them
Almost everyone would agree that optimization and testing are quite important for landing onto a successful path. Also, everyone stays under an impression that they know the best techniques to use them. Testing can be tagged as a double-edged sword. If it’s done correctly, the benefits pour in; however, if it’s done wrong, you can easily drive a business to a downfall.
The below-mentioned testing and optimization missteps are the common pitfalls businesses make every day. But, once identified, they become easy to dodge in the pursuit of optimization which would lead you in the correct direction.
Mistake 1 – Optimizing for Maximum Conversion at the Cost of Your Promise
Always remember a clear point- when you optimize exclusively for conversions, it’s quite easy to lose touch with what you actually do.
There is an unsafe charm to the quick win that pulls attention from the true value of your product. It can occur little by little, and when you look up you’d be miles away from your fundamental value. You are setting yourself towards failure if you are thinking solely about maximum conversion at the cost of everything else.
Solution: Analyze Your Must-Have Experience and Construct Your Engine to Deliver
- Instead of tormenting about how one can pull their landing page to be more and more aggressive, it is important to focus on creating a captivating hook or promise that is real to your product and provides real benefits to the consumer. Avoid the urge to optimize on promises and value propositions that aren’t compatible with what your product really delivers.
- The prime necessity is to develop a testing plan that keeps the core experience in the lead. This guarantees optimizations are in line with your product idea and converted customers are there because of the assurance of the must-have experience. Apart from feeling disappointed or tricked, the customers will feel that they attained exactly what they were searching for, which eventually creates real value for your business.
- Moreover, you can use surveys, customer development calls, heat maps or keywords on inbound traffic. These are signals which can direct you to the parts of the product that most echo with your audience. Then use that data to create the promises and hooks which are most likely to initiate positive responses.
Mistake 2 – Putting Conversion in the Path of the Must-Have Experience
Sustainable and organic growth comes from customers who admire the must-have experience of your product. They prefer using it regularly, they pay for it and they offer feedback to make it better.
But the key to the empire is the must-have experience which users fall in love with, and not the ad or white paper details. It means if you are optimizing for conversions via ad traffic but simultaneously making it difficult for users to access the must-have experience; you’re bashing yourself in the foot.
Solution: Get Users to Your Must-Have Experience as Fast as Possible
Focus your conversions on acquiring visitors to the must-have experience with the least possible resistance. This basically means optimizing your user flow to eliminate unnecessary steps as well as complexity in order to exploit a maximum number of visitors who make reach out to the must-have experience. Funnel analysis is a good way which shows you where the big drop-offs are present in your current process. Search for ways to eradicate the big bottlenecks so that you gain the biggest lift through your efforts. Moreover, complement your funnel research with customer development and surveys to get a precise understanding of the user dynamics in your funnel, and utilize the feedback to enhance conversion.
Mistake 3 – Wild Goose Chases and Random Testing
Quite often, tests start with a random, improvised question from an executive who has given a little thought on how the results will be used to enhance the business. These can be present in the form of micro-optimizations or tests which aren’t focused on creating assessable learning. When you follow a “test whatsoever” mentality, you’re missing out on determining what truly is preventing conversions.
While you may catch lightning in a jar through absolute fortune, it is more likely you will conclude with a heap of unconvincing data, leading to meager learning and little true optimization. The effort and the absence of payoff can aggravate the team and kick the momentum out of the program entirely. This results to stagnation in optimization as well as growth.
Solution: Structure Your Testing around Fundamental Hypotheses
You need to start by identifying factors of confusion for the user in either the promise/hook or the funnel itself. User surveys and testing can help you determine where to emphasize your optimizing efforts first.
Once you acquire user feedback, develop your own hypotheses about what corrections will move the needle or offer learning to enhance your business. Using those assumptions, you can create a testing plan that assists you to work through the optimizations which will prove or disprove those stated hypotheses. If your testing is not secured in a plan, you’re accountable to eat up your business’s valuable time as well as resources.
Mistake 4 – Micro-Focused Testing
It is easy to think of testing and instantly go to copy tests or button color tests. After all, these are the types of tests most often mentioned in blog posts about optimization. These tests are easy to run, and you can think of several dozens of variables to implement. The difficulty is you can run micro-optimizations for months and during that process, leave a stack of money on the table with lesser gain.
This thinner testing limits you to optimizing about a local maximum, while a broader perspective linked to testing can help you find the actual maximum waiting just out of sight. Micro-testing offers you the incremental enhancement in your landing page conversion, however, down below, the fundamental economics of your procurement funnel and revenue model are in blazes.
Solution: Test Largely
Take a broader or larger macro view of your testing as well as the optimization strategy. Test and optimize almost everything, covering your business model to your technique of delivering the must-have experience, along with finding the upside that would really push the needle. Once you’ve recognized those broader tests, start to tool down into smaller-scale optimizations about landing pages and their components.
Now that you know the A/B mistakes that you are making, it is time you work on the solutions and begin adopting the change.
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