您网站上的所有元素和功能都会影响您的转化率和用户参与度。确定什么有效,什么无效的最佳方法是进行 A/B 或拆分测试。这是将两个选项相互比较以查看哪个选项产生最佳结果的过程。
例如,假设您要测试登录页面。您需要选择页面的一个方面,例如号召性用语。保持页面上的所有其他内容相同,但使用号召性用语的不同变体。测量以查看哪个版本的转换效果更好。
如果您在一次测试中更改一页上的太多元素,您将不知道导致点击次数或转化次数差异的原因。
您可以测试哪些元素和结果示例?(What Are Some Examples of Elements and Results You Can Test?)
您网站上的任何设计、结构或元素都可以进行测试。但是,一些最常见的测试元素是:
- 图形
- 号召性用语
- 头条新闻
- 纽扣
- 页面或帖子内容
- 优惠
- 价格
- 页面标题
- 选择加入表格
结果可以是任何可衡量的。一些例子是:
A/B Split Test Best Practices
制定一个策略,您可以在其中隔离并单独测试网站每个页面上的每个元素。您正在做的是使用同一页面元素的两个不同版本,根据基本指标查看哪个版本的性能更好。
首先,选择您要测试的内容。让我们使用号召性用语的示例。你的下一步是定义你的目标。出于说明目的,让我们使用点击次数作为转化指标。
测试过程会轮换您的网站访问者看到的版本。运行您的测试,直到样本量大到足以在统计上显着。
您还希望运行它足够长的时间,以确保您收集和分析的数据尽可能准确。
专家建议您至少运行一到四个星期的测试( run your test for a minimum of one to four weeks)。
WordPress A/B Plugins
与所有WordPress插件一样,A/B 插件旨在使非开发人员更容易完成一些复杂的任务或功能。
以下(Below)是一些帮助您运行 A/B 拆分测试的插件。
简单的页面测试器(Simple Page Tester)
使用Simple Page Tester,您无需编写任何代码即可运行 A/B 测试。
安装后是一个简单的三步过程,如下所示:
- 选择要测试的页面。
- 单击您可以在编辑屏幕上看到的设置拆分测试按钮。(Setup Split Test)
- 选择(Pick)您是要选择现有页面、复制当前页面并进行更改,还是从头开始。
然后,您将被重定向到拆分测试主页。您可以在此处选择详细信息,例如:
您还可以修改和查看变体。
该插件为所有网站所有者提供了一些重要功能,例如:
- 插件开发人员遵循Google 网站管理员(Google Webmaster)指南,因此您的测试将被视为临时的,不会影响您的SEO。
- 无需担心缓存,因为该插件被开发为与缓存插件并行运行。
- 跟踪测试中每个变体的唯一访问者。
- 与Google Analytics兼容,可帮助您分析结果。
- 使用插件的高级版本,您可以访问内置的转化跟踪以及自动统计计算。
Nelio AB 测试 WordPress 插件(Nelio AB Testing WordPress Plugin)
(Define)使用Nelio AB 测试插件( Nelio AB Testing Plugin)定义、跟踪和管理 A/B 测试。该插件还与WooCommerce兼容,使您能够测试:
执行有价值的 A/B 测试所需的一切都可以在用户友好的集成界面中直接从WordPress仪表板访问。(WordPress)
不必担心您的托管服务提供商,因为Nelio插件与所有WordPress主机兼容。
如果您不是技术人员,则无需担心,因为该插件负责所有HTML和幕后代码。
WordPress 号召性用语插件
号召(Calls)性用语(Action)( CTA )插件可帮助您为WordPress网站创建号召性用语。它还使您能够在此元素上运行 A/B 测试。
由于CTA(CTAs)是您网站上每个页面用于转换优化的基本元素,因此WordPress 号召性用语插件( WordPress Calls to Action plugin)功能强大且有价值。
使用此插件,您可以:
- 跟踪号召性用语的每个变体的转化率。
- (Make)使用可视化编辑器即时进行更改。
- 尝试使用弹出式 CTA 并对其进行测试。
- 克隆(Clone)当前CTA(CTAs)以轻松进行更改。
如果您希望您的WordPress网站增加转化率,则需要进行 A/B 测试。使用WordPress插件使这个过程更容易。
遵循上面的最佳实践部分将帮助您运行有用的测试。并且不要认为运行一项测试就足够了。
您将希望对尽可能多的元素进行测试,并在必要时重复测试,以最好地优化您的网站以获得更高的转化率。
How To Perform Effective Split Tests In WordPress
All the elеments and fυnctionality on yоur website have an impact on your conversion rate and usеr engаgement. The beѕt way to determine what is working and what is not is to do A/B or split testіng. This is the рrocess of сomparing two optіons against each other to see whiсh one уields the best results.
For example, let’s say you want to test out a landing page. You need to choose one aspect of the page, such as the call-to-action. Keep everything else on the page the same but use different variations of the call-to-action. Measure to see which version converts better.
If you change too many elements on one page for one test, you won’t know which was responsible for the difference in clicks or conversions.
What Are Some Examples of Elements and Results You Can Test?
Any design, structure, or element on your website can be tested. However, some of the most common elements to test are:
- Graphics
- Calls-to-Action
- Headlines
- Buttons
- Page or post content
- Offers
- Prices
- Page title
- Opt-in forms
A result can be anything measurable. Some examples are:
- Clicks
- Conversions
- Views
- Sales
A/B Split Test Best Practices
Devise a strategy where you can isolate and separately test each element on each page of your website. What you are doing is using two different versions of the same page element to see which one performs better based on essential metrics.
First, choose what you are testing. Let’s use the example of your call-to-action. Your next step is to define your goal. For illustrative purposes, let’s use the number of clicks as the conversion metric.
The testing process rotates which version your website visitor sees. Run your test until the sample size is large enough to be statistically significant.
You also want to run it long enough to ensure the data you are collecting and analyzing is as accurate as possible.
Experts recommend that you run your test for a minimum of one to four weeks.
WordPress A/B Plugins
As with all WordPress plugins, A/B plugins are designed to make somewhat complicated tasks or functions easier for non-developers.
Below are a few plugins to help you run A/B split tests.
Simple Page Tester
With Simple Page Tester, you can run A/B tests without having to write any code.
It is a simple three-step process once installed as follows:
- Select the page you want to test.
- Click the Setup Split Test button that you can see on the editing screen.
- Pick whether you want to choose an existing page, duplicate a current page and make changes, or start from scratch.
You will then be redirected to the split test main page. Here is where you select the details such as:
- What percentage of traffic to send to each variation.
- The test name.
You can also modify and view the variations.
The plugin takes care of some important features for all website owners such as:
- The plugin developers followed Google Webmaster guidelines so that your tests will be seen as temporary and not affect your SEO.
- There is no need to worry about caching because the plugin was developed to run side-by-side with caching plugins.
- Tracking unique visitors to each variation in your test.
- Being compatible with Google Analytics to help you analyze your results.
- With the premium version of the plugin, you get access to built-in conversion tracking as well as automatic statistical calculations.
Nelio AB Testing WordPress Plugin
Define, track, and manage A/B testing with the Nelio AB Testing Plugin. This plugin is also compatible with WooCommerce enabling you to test:
- Featured images.
- Alternative names.
- Product descriptions.
Everything you need to perform valuable A/B testing can be accessed directly from your WordPress dashboard in a user-friendly and integrated interface.
Don’t worry about your hosting provider because the Nelio plugin is compatible with all WordPress hosts.
There is no need to be concerned if you are non-technical because the plugin takes care of all HTML and behind the scenes code.
WordPress Calls to Action Plugin
The Calls to Action (CTA) plugin helps you create calls to action for your WordPress site. It also enables you to run A/B tests on this element.
Since CTAs are essential elements of each page on your site for conversion optimization, the WordPress Calls to Action plugin is powerful and valuable.
With this plugin, you can:
- Track conversions rates on each variation of your call-to-action.
- Make changes on the fly with the visual editor.
- Try using popup CTAs and test them.
- Clone current CTAs to easily make variations.
If you want your WordPress site to increase conversions, you need to do A/B testing. Using WordPress plugins makes this process easier.
Following the best practice section above will help you run useful tests. And do not think running one test is enough.
You will want to run tests on as many elements as possible, and repeat them when necessary, to best optimize your site for higher conversion rates.