Tuesday, November 6, 2018

Digital Strategy for your web pages via testing

A/B Test or Personalization Test which is right for my digital business success

While we really plan of digital strategy absolutely to the business priorities & sales target which normally has three channels Paid, Owned & Earned. We need content for each one them to make it really personalized to channel & target audiences

Well not each & everything can be personalized but yes with testing entering digital strategy a lot of things can be personalized & customized

I will throw some scenario & will talk about it why it really made a difference

1. One CTA VS Two CTA (Which one works for my landing page Banner?



       2. Which colors really creates more visibility on my Important CTA?


    3. Moving Navigation vs Static Navigation which one makes visitors reach by long scroll page & navigate easily up & down on page?


   4. My Traffic comes from various paid channels what content to show to visitors & I want to personalize the page content on the basis source?

If you closely look at all these scenarios they all are unanswered question which needs to be verified with strong proof points like what really works & what not

So with that said we now have Testing Plaforms from Industry leading tools like Optimizely & Abobe experience that will really help you understand is your digital strategy / Digital idea working for you or not

Let pick few of the scenario’s from above

      1. One CTA VS Two CTA (Which one works for my landing page)
      This idea can be very useful onpage where you have fight with your marketing team to convince them that between a whitepaper vs  video vs demo vs testimonial vs analyst repot and so on which one really works on the lead space banner & which one doesn’t and so in such case you can try testing as a rescuer to be conclusive

Like we have one  CTA in the original page while two CTA on the variation 

     Original page                                                              Variation page


And Result come's out was like this

Variation page Both newly added CTA & existing CTA got more clicks than the original page

Refer the below  Green highlighted result metrics validating the idea worked which can than be presented to the core team to make a permanent decision to keep what really matters on page

 2. Now lets pick another testing scenario

What color should be my most important CTA ?

Original page                                   Variation Page      


The most important Call to action of your website is the place where your visitor reach out to you when they need business help or resolve business problem but is that CTA really visible or it requires searching hence to make things simple try to give the visibility is deservers

So let’s look at a simple scenario if you can see red highlighted CTA (Talk to expert) which is in blue color on the left image above while an orange CTA on the RHS image

Let’s see how visitors reacted to change in color after running the testing scenario for 38 days

The clicks on the CTA went up by 35% on the orange CTA than Blue one & page engagement rate overall also went up by 1.3% which tells Orange CTA  are far better than Blue one’s (Refer below image for reference)                            

Introducing testing with your digital strategy will really help you understand really works in your websites  and what not on a real time basis which will really help you understand you visitor’s behavior & their content needs


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