\n \n \n A/B testing is no longer a niche optimization technique. Did you know that{' '}\n \n 77% of companies\n {' '}\n run A/B tests on their websites?\n \n
\n \n \n Despite the volume, only 1 in 8 A/B tests results in significant changes for the business.\n In this guide, we’re going to show you how you can make your test more insightful with\n LiveSession.\n \n
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Qualitative data in A/B testing
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\n Qualitative data is not an alternative to quantitative findings. It’s actually quite the\n contrary! These two methods are supposed to complement each other and help you gain a\n deeper understanding of user behavior.\n
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\n While numbers will show you what is happening, qualitative insights will help you find the\n reasons why it’s happening.\n
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\n For instance, you might have a landing page with quite a lot of traffic but unsatisfying\n results. While many people visit it, the conversion rates and bounce rates may not meet\n your expectations. Now, what should you do about it?\n
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\n Instead of trying to take a shot in the dark, you can turn to{' '}\n qualitative data and see how the users interact with your landing page.\n Perhaps a button is not working, or they just can’t find what they’re looking for?\n
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There is a method that is sure to help you out:
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Get more context with session replays
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\n You can easily access this kind of information through session replays.\n This qualitative user research method has a range of od advantages:\n
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\n - \n It’s affordable – Conducting real-time interviews with your users comes\n with costs that can be hard to cover for some. Session replays, on the other hand, are\n much more budget-friendly. All you need to do is add a piece of code on your website and\n you’re ready to start.{' '}\n
\n\n - \n It happens in the background – Session replays don’t need any\n involvement from your side. They’re recording in the background and the material is\n ready for your analysis.{' '}\n
\n\n - \n It fights the social desirability bias – When faced with a researcher,\n the users tend to respond in a way that seems more desirable. In the case of session\n recordings, the users are not aware they’re being watched. Because of this, their\n behavior is more natural and not affected by this phenomenon, known as the social\n desirability bias.\n
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\n Use qualitative research to design A/B tests\n
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\n Qualitative data can suggest you potential solutions to the problem. When you watch how\n the visitors use your website, you start to imagine what can be done to solve the issue.\n Below we’re describing our own case study so you can see exactly how it works!\n
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How LiveSession can help with A/B testing
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\n LiveSession is a session recording and qualitative analytics platform. It can also be\n connected with a range of other tools, including Google Optimize, one of the most popular\n solutions for A/B testing.\n
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\n When you connect your Google Optimize A/B test to LiveSession, you will be able to see\n sessions that illustrate how users interacted with different versions of the test. In\n other words, it’s a fast and easy way to enrich{' '}\n quantitative data with qualitative data.\n
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Below you’ll find a tutorial on how to connect LiveSession and Google Optimize:
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How to connect LiveSession with Google Optimize
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We’ll start with an example so you can easily see how it works.
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\n Let’s say that you want to measure how the button color affects conversion and bounce\n rate.\n
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\n In our example, we’re going to test two different colors: green and{' '}\n red. Originally, the “Purchase Now” button on our site was green:\n
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\n The best way to find out is to conduct an A/B test with different color\n variants. Here’s where Google Optimize comes in:\n
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\n It’s really simple: just go to{' '}\n \n https://optimize.google.com/\n {' '}\n and create your first experiment:\n
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\n Define the name (1), the URL of the website you’ll be testing (2), and click Create (3):\n
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\n Next, go to the Targeting and variants section. Click{' '}\n Add variant (1), define the name of the variant (2), and\n click Done (3):\n
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\n Click Edit to set a variant directly on the website:\n
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\n \n TIP: The easiest way to create a variant is with the official Google Optimize extension.{' '}\n
\n We’re going to use it in this tutorial.{' '}\n \n
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\n Select the button (1). Find the background-color property (2), change it to red (3) and\n click Save (4).\n
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\n In the next section, connect (1) your Google Analytics account and choose\n (2) a property for the Google Optimize Container. Remember that it has to be{' '}\n the same property that you’re using on your website.\n
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Create an objective to measure:
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\n It this example, we’re going to measure Bounces:\n
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\n Go back to the top and click Start:\n
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\n Click View instructions to get information about your\n Container ID:\n
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Copy the selected ID:
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\n Next, go to Google Tag Manager (\n \n https://tagmanager.google.com/\n \n ), chose a container for the same website, and open the Tags section:\n
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\n Click New to add a new tag:\n
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\n Find Google Optimize on the list:\n
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\n Paste your container ID and connect your Google Analytics settings (or\n create new ones) with the same property you’ve connected with{' '}\n Google Optimizer. Click Save.\n
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\n Go back to Google Optimize and copy the Experiment ID from the{' '}\n Measurement and objective section:\n
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\n In Google Tag Manager, add another Tag with a Custom HTML.\n
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Paste this code:
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\n {`\n`}\n \n
\n Paste the copied experiment ID in the {``} field. This\n is a connector between LiveSession and Google Optimize.\n
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\n Click Save, and then Submit...\n
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\n ...and Publish the changes:\n
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\n In Google Optimize, click Start to start testing!\n
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\n From now on, your website visitors will see the two different versions of the{' '}\n Purchase Now button.\n
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\n Go to LiveSession, and choose the Custom param filter:\n
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\n Set the ab_id with the Experiment ID value. Then, set the{' '}\n ab_variant. In our case, 1 represents the first variant\n with the red button.\n
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\n Save the results as a segment (1). It will appear in the segments section (2). Click at\n the ab_variant filter (3):\n
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\n Change the original version’s ab_variant to 0 (1), apply\n filters (2), and click Save as a segment.\n
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\n Use the created segments to compare two groups of users. With{' '}\n LiveSession, \n you can precisely check how the behavior varies between different versions. You can always\n preview the properties to see which variant the user has interacted with.\n
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\n What’s more, you can also see the results for the segment in{' '}\n Google Analytics. Just create a segment in Google Optimize:\n
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Here’s what it looks like in Google Analytics:
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Case study: how to analyze test results with LiveSession and Google Optimize
\n\n \n To show you how our{' '}\n \n Google Optimize integration\n {' '}\n works in action, we’ve decided to use a real-life example!\n
\n \n We’ve set up a little A/B test on our home page. We’ve created two different versions of\n the hero section on our homepage. Each one of them was shown to half of the website’s\n visitors. The 0 variant had only one column, while the 1 version had two:\n
\n \n \n The what: Google Optimize test results
\n\n Here are our results from Google Optimize:
\n \n \n As you can see, the one-column version performed significantly better than the two-column\n one. The conversion (from visit to signup) was twice as high for the\n original version.\n
\n \n What’s more, the Optimize analysis comes with actionable statistical data. The{' '}\n Probability to be best section shows you how likely it is that the winning\n variant really is the best one. You can also see the range of conversion rates you can\n expect for both cases.\n
\n \n That’s it for the results, but here comes another question – how exactly do people\n interact with these websites? Why is one version better than the other?\n
\n LiveSession can help you find the answers.
\n The why: LiveSession recordings
\n\n \n The recordings of users who took part in the A/B test are saved as a separate segment:\n
\n \n \n It’s easy to say that with session recordings you can see how A/B test participants\n interacted with the website.\n
\n \n It’s harder, however, to imagine what exactly you can see in these recordings. We don’t\n want to leave it to your imagination only. Have a look at some of our findings from the\n described A/B test:\n
\n\n \n - \n Users tend to click on things that are not clickable, such as the\n “play” button on this illustration:\n \n
\n - \n You can see where people tend to stop when they’re browsing the page. For instance, they\n spend more time reading the section about data privacy:\n \n
\n - \n You can track the most common next steps, just like you’re sitting next to the user! In\n most cases, the visitors go to Features and Pricing after seeing the main page:\n \n
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\n \n \n );\n};\n\nconst Wrapped = GuideArticle(Guide);\n\nconst meta = {\n title: 'Guide to A/B testing with LiveSession',\n url: '/tutorials/guide-to-ab-testing-with-livesession/',\n description:\n 'Read our A/B testing guide and learn how to get the most out of your experiments with qualitative analytics and session recordings.',\n author,\n date: new Date(2020, 6, 30),\n group: 'Tutorial',\n tutorials: true,\n customSection: (\n \n \n A landing page is a standalone website dedicated to a specific purpose, such as a particular\n marketing campaign or a product page. Once customers click on your Google or social media\n ads, they “land” on landing pages. This is an excellent opportunity to attract them to your\n products and close the deal. Because of that,\n landing page optimization is crucial for improving the performance of your\n marketing campaigns. Check out our tips and revamp your landing pages with no fuss!\n
\n Take a customer-centric approach
\n \n First of all, every landing page should have a clear purpose. For sure, it has to be\n aesthetic and compliant with your branding, but it’s not all about stunning design. First of\n all, make sure that your landing page is useful and intuitive. Drop videos or pictures that\n may slow-down your website, and use images that will enable speed loading instead.\n
\n\n \n To identify your visitors’ pain points, you can use tools like LiveSession. They enable\n session recording, so you can learn how users interact with your website, both on desktop\n and mobile. It is a valuable opportunity to see visitors’ clicks, mouse movement, scrolling\n and keystrokes. Once you analyze recordings and get to know how your customers behave on\n your website, you can adapt your product to their needs. The system evaluates recordings\n based on the level of user involvement in a given session. That way, you can focus on the\n most valuable sessions and come to fruitful conclusions.\n
\n \n And there is more! Thanks to session recordings you can identify bugs or errors, and fix\n them faster{' '}\n \n 😉\n \n
\n Refurbish your CTAs
\n \n There should be one main call-to-action present on every landing page. This way, you can\n inform visitors what kind of action you to expect them to take. A few strong CTAs can be\n confusing and distracting for a potential customer. This is also why it’s a good practice is\n to leave a white space around a button to increase its visibility. A powerful CTA should\n include up to five words and action verbs, such as “join”, “sign-up”, “buy now”, “order”\n etc. If you need to share more details for clarification, you can use additional text below\n the actual CTA button. As a result, visitors can be sure what action they are about to take.\n
\n \n CTA, as well as other crucial elements of a landing page, should be placed above the fold.\n Therefore, the users can notice them without scrolling your website. This little trick can\n help you increase conversion rates! Creating a sense of urgency can also be beneficial.\n Sometimes customers interested in your offer might postpone their decision. In this case,\n you can help them make a choice by highlighting that your special deal is temporary.\n
\n \n If you’d like to learn more about the subject, this{' '}\n \n guide to creating successful CTAs\n {' '}\n is sure to come in handy!\n
\n Come up with a value proposition
\n \n Highlight the unique things or qualities about your company, products or services to\n convince your visitors why they should choose your offer over your competitors. A{' '}\n unique value proposition should inform your customers\n which of their problems your company solves and what actual benefits they can\n get. Additionally, it should emphasize how your offer differs from the others available on\n the market. Use the language of your customers so that they can easily understand what you\n want to say.\n
\n \n There is no single recipe for the perfect value proposition. It can include an appealing\n headline, two or three sentences of specification, bullet points describing the benefits and\n an appealing image.\n
\n \n On the product pages, you should definitely highlight your e-commerce advantages, like{' '}\n \n last mile delivery\n \n , free-shipping or next-day delivery. Of course, you need to expose best qualities of a\n given product. Instead of describing technical specification, come up with a value\n proposition. For example, explain the extraordinary features, like waterproof material. If\n your company act responsibly, supports fair trade, or contributes to charity – don’t forget\n to mention it!\n
\n Build trust
\n \n A landing page is visited by users that are initially interested in your offer. Use that\n opportunity to maximize your chances of closing the deal! Building trust is\n one of the most helpful approaches when it comes to triggering shopping impulses.\n
\n How exactly can you show your potential customer that your company is reliable?
\n \n - \n Add testimonials – A few sentences with an honest, positive opinion can\n work wonders! Ask your previous customers for a recommendation (you can offer them\n something in return for that effort, like a 10% discount for the next shopping), but never\n publish fake comments;{' '}\n
\n - \n Take advantage of social proof – Use the number of customers that already\n bought your products or display the amount of downloads of your assets and show visitors\n that your brand is recognizable on the market;\n
\n - \n Display logos of your partners and prominent customers to show what is\n your business environment and who you cooperate with;\n
\n - \n Add certificates and awards – Depending on your industry and specifics of\n your products; you can share information about your company achievements and certified\n skills.{' '}\n
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\n \n Customer trust is especially significant when it comes to e-commerce websites. Be sure to\n add information about payment methods and third-party providers. Assure\n your customers that your platform is fully secured. Another essential aspect of online\n shopping is safe and fast delivery– don’t forget to inform visitors which\n delivery companies will take care of their order. Product rating expressed through numbers\n or stars can be helpful as well. By providing this information to your customers, you can\n count on a better conversion rate. Make sure these details are easy to read and understand.\n
\n Test, test, test!
\n \n No matter how many guides and tips on landing page optimization you will read, you still\n have to find out what works best for your audience. Landing pages are an\n excellent opportunity for A/B testing. This method is about changing only one element, for\n example the CTA button, title, image or color pallette. This is how you can find out which\n version of your website performs best. You can learn what are your target group preferences\n and use this knowledge for your further improvements and projects.\n
\n \n For example, you can notice how conversion differs depending on how you inform about the\n current discount – in percentage or the exact amount. Run A/B tests to find out which is\n more convincing for your customers and use the winning version your future campaigns.{' '}\n
\n Conclusion
\n \n Here’s an extra tip: landing pages, like other types of websites, can also be entered via\n Google search results. Even though social media campaigns and Google Ads might generate most\n of the traffic, you can still benefit from search engine optimization. Star\n from the basics – use the right keywords and headlines to fit users’ search phrases. You can\n also link to useful blog posts and other subpages.\n
\n \n The clue of{' '}\n \n creating the most effective landing page\n {' '}\n is to understand that it has to be as useful as possible for the visitors.\n Think about its purpose and highlight the most crucial benefits and features of your\n products. Include appealing CTAs, testimonials and contact details. Nevertheless, keep it\n simple. Direct customer’s attention to the one goal of your landing page to maximize its\n performance.{' '}\n
\n \n );\n};\n\nconst Wrapped = BlogArticle(Content);\n\nexport const frontmatter = {\n title: '5 easy ways to increase landing page conversion rate',\n url: '/blog/5-easy-ways-to-increase-landing-page/',\n description:\n 'Landing page optimization is crucial for improving the performance of your marketing campaigns. Check out our tips and revamp your landing pages with no fuss! ',\n author,\n img,\n imgSocial: img,\n date: '2019-10-07',\n category: '',\n imgStyle: { borderBottom: '1px solid rgba(0,0,0,0.125)' },\n group: 'Articles',\n};\n\nexport default () => (\n