Any online business has read the endless articles, blogs and interviews with leading conversion experts about the need to conduct split tests. There are an infinite number of ideas about which type of split test or multi-variant test an e-commerce should implement.
How many times can the leading blogs and articles suggest to switch the colors or shift text to the other side?! There are only so many options of what to do, but the key is drive business results not spend all the time testing!
Is there a secret recipe to producing solid split testing ideas?
The secret to generating consistently solid split test ideas- rich targeted data about the niche audience.
Why is the targeted data so important? Because once a company has this information, then the testing potential is endless.
A company with this rich data enables them to get a deep understanding of the behaviors, preferences, lifestyle and interests of their audience. With this information, the split testing is a cinch.
Equipped with this information, it still may be difficult for a company to identify opportunities.
There are two fundamental questions about the data that will make all split tests a breeze.
1. What information does the company know about their customers and potential customers?
This open-ended question enables the online brand to understand the pain points and passions of their target audience.
Deep knowledge of consumers means knowing the answers to:
Where do they spend most of their time? What do they do during recreation time? What sites are they visiting or frequent? What newspapers or blogs do they read?
Monitor customer discussions via social media. Identify forums and groups that shed light onto conversations that the customers are interested in. Use survey tools to ask existing customers.
What channels and digital opportunities are being presented by the competition? Perhaps they can offer insight on how to, or not to, market to the target audience.
Ideally, reach out to existing customers with phone interviews or create focus groups to gain deep perspectives on the audience.
2. Looking ahead, where do potential customers want to be?
This question is a great follow up to the first one because it looks at potential customers, sometimes even existing ones, at identifies what aspects of their ideal live a company can respond to.
In this scenario, the split test focuses on answering questions such as:
What are customers looking to learn? Or achieve in the coming months?
What are they saving up to buy? What's on their wishlists for various sites (clothing, electronics, vacation).
The goal with this question is to identify an emotional connection with potential customers. Look at the major brands within a specific target audience and mimic their delivery.
Clearly, deep market research within a target audience shouldn't be the only means of split testing. This method does, however, offer much more granular material for unique A/B testing ideas, which should yield results for landing pages.
To review, here are 3 steps.
1. Gain a deep understanding of the target market and their interests.
2. Find brands that resonate with their specific personality.
3. Bridge the product as a viable solution between their current status and where they aspiring to be.