How to Come Up with A/B Testing Ideas Using Quantitative Data

You already know that A/B testing is an absolute must if you’re serious about squeezing the most revenue out of your site. But how do you know what to test? That’s where quantitative data comes into play. The right quantitative data will help you find “holes” in your site where visitors leave, which can give you valuable information about where you may need to start your testing. This video will give you actionable strategies that you can use to find quantitative data that will inform your conversion rate optimization testing.

Video Transcript

Hey what’s up everybody, it’s Brian Dean from Quick Sprout, and in this video I’m going to show you how you can come up with AB testing ideas using quantitative data. So you already know how important split testing is for increasing conversions on your site. But what do you test? What two elements should you test, and let’s say you’re replacing a headline. What should the other headline be?

Well if you look at quantitative data on your site you can get a better idea of what you should be testing, and how to test it. So, your first step is to log into your Google Analytics account, scroll down to behavior, and click on behavior flow. And the behavior flow shows you how people move through your site. So what you want to do is take a look at the starting pages. So these are basically where people tend to end up on your site most often, and then see where they go from there.

So for example if you ran an e-commerce site, and you had a product, or category page, and you wanted people to click through for more information, or to read reviews, you can see how many, what percentage of people land on that page end up taking that action. If you click, and hold down the image, and move across you can see all the way across, and see where people go through your site.

And this gives great information to get for split testing, because if you find that people actually aren’t moving to the pages that you want them through your funnel this would be an area where you can say ” OK, no one’s going to where we need them to go, how can we do that? Should we change the button color, should we put the button above the fold, should we add some call to action, something like that.

But without this quantitative data it’s very difficult to know what you should be split testing in the first place. So this is great information to have. So once you’ve determined how people already interact with your site, and how you might be able to run some tests to get them to go through the funnel that you want, you’re next step is to see where people are actually leaving your site, and maybe run some split tests to keep people on your site longer.

So to do that also under the behavior category, click on site content, and click on exit pages. When you look at exit pages you can pretty much ignore the first two columns exits, and  page views, because these are pretty much proportional to your most popular pages on your site.

So for example, the number one listed exit page will probably be also your most popular landing page, and the same for the second, third, and fourth. So what you want to do is zero in on this area here, the exit percentage. So this is the percentage of people that leave your site from this page. So they visit this page, this is also the page that they leave from. So they don’t necessarily land on this page at first, but they end here somehow, and this is where they leave.

So you want to pay attention to your site average, and see which pages on your site are well above, or below the site average. So for example my site average is 58.89% for this page here, not only are there a lot of exits, but that’s just because this is a popular page on my site. There has an exit rate of 82.69% which is quite high. So this is where I want to visit that page, and say “Why are people leaving? Are there a lot of outbound links? Is the content as compelling as it could be? Do I not have a lot of internal links to keep people on this site so they don’t leave? What’s going on here?” So this is where you’d want to run some split tests to keep people on your site.

And you also want to take a look at pages that are performing really well to see if that would work on other pages on your site. So for example, my home page, maybe there’s something here that keeps people from exiting, and I can apply that to the pages that aren’t performing as well in terms of exit percentage. And instead of simply applying those things to the page, I would run a split test to see if it actually performs better.

Now it’s time to apply this same approach to conversions. To do that click on landing pages from the behavioral area of the Google Analytics side bar. You want to zero in on the columns that have your goal. So the goals that you’ve set up within Google Analytics, and you want to see which pages are converting best, an worst for you.

So for example, this page is converting at less than a half of a percent, so what could I do to improve it? Well in terms of testing, I wouldn’t just want to test random things like randomly a new headline, or a new button color, or something like that. I’d want to go to these high conversion pages like this one, and this one, and see why people are converting at such a high amount on those pages, and then apply, and test those things on low performing pages. Vice versa you might also want to test elements on this page that also a few here, and remove them or change them to bump this up even further.

The next two I’ll recommend for getting ideas for split tests is called “Blog Social Analyzer”  and ” Blog Social Analyzer” analyzes the last 20 posts for any blog in terms of  popularity. So it will tell you what topics, what headlines, what language your target audience already likes, and then you can incorporate that into your sites copy.

To use it, you want to get your sites, or a competitor’s site RSS feed. To do that, just head over to their site, so it will be dot com forward slash feed, and it will look something like this. You want to copy this URL, head back to the “Blog Social Analyzer” and paste in the RSS feed URL. So this is what at Quick Sprout it automatically goes to a feed burner URL. So as long as you put in Quick Sprout dot com, or whatever website dot com, forward slash feed it will take you to the RSS feed, and then click go.

What you want to do is see which blog post had performed best in terms of social media shares. So for example we have this post here “11 SEO changes that will give you big results.” It got over 891 tweets, so if you’re in the SEO niche, or the internet marketing niche, you might want to incorporate this into your landing page copy. For example, you’d say something like.”  What are the big SEO changes that are going to get you big results?” because this is obviously is a headline that resonates with your target audience. You don’t have to copy the headline verbatim, but you can take elements of it, and incorporate that into the landing pages that you’re split testing.

Finally we have Buffer apps. So you’re probably wondering “How can I use Buffer apps to get split testing ideas for my site”? Well Buffer has a great feature called “Buffer Analytics” that allows you to see which social shares tend to get the most traction in terms of clicks, favorites, tweets et cetera. To use it log into Buffer, and click on analytics, and just like with the “Blog Social Analyzer” tool, “Buffer Analytics” allows you to see what social media posts have been performed best, so then you can incorporate those topics, or that language into the things that you’re testing.

So for example we have this post here which is “SEO advice for affiliate marketing” it got 57 clicks, three favorites that might be something I want to incorporate. So maybe I don’t talk about affiliate marketing on my landing pages, and maybe this is something I’d want to test, say ” Attention affiliate marketers” or something like that, or the same thing here, something about link baiting performed well, so maybe I’d want to incorporate that into my landing pages that aren’t performing so well, so then it would resonate with those people.

So that’s all there is to using quantitative data for split testing. As you can see the most important thing is to use Google Analytics to see how people already interact with your site, so you know what to improve, and then you can sue tools like ” Blog Social Analyzer” and ” Buffer App” to see what types of content, and message resonate, and then you can test those messages on those landing pages. So thanks for watching this video, and I’ll see you in the next one.