A part of our continuous improvement process and to help us understand how users are interacting with our clients websites we A/B test. We adopted market leading VWO's (Visual Website Optimizer) software to help improve online performance – be that visibility, sales or both and have now been officially certified to provide A/B and multivariate testing solutions.
So what is A/B testing? This compares two versions of a web page to see which one performs better. In essence, it allows us to truly confirm whether a page or variation of a page is performing as we’re removing all external factors. By having, say, 50% of users go to page A and 50% of users go to page B (a variation of page A), we are able to determine which page will outperform the other in, a literal test, “A vs B”. Which one gets the most sales? Which one will be the ultimate champion? The one that gives a better conversion rate, wins!
We have investigated various different A/B tests, too, including personalisation, internationalisation, targeting specific segments and multi-variate testing (more than one variant).
John, our Optimisation Director, says “We’re delighted to have this accolade. We’ve seen some great results using this service – a 200% increase in contact form submissions for Leaderflush Shapland, a 150% increase in sales for 3663 by A/B testing their navigation – too many to mention. It demonstrates both our success using VWO and our proficiency with this tool.”