Hi, I'm Brice McBeth founder of Reap Marketing. Send me a message or schedule a meeting with me below.
Many marketers and business owners are full of great ideas, but we frequently see a problem with clients that many of those ideas actually work against the performance of their website.
Statistically, 60-65% percent of all A/B tests that are run actually produce a failed result, meaning that the new idea actually performed worse than the original idea that is already on the website. If you find yourself spending a lot of time, effort and money on implementing new features functionality or implementing new marketing programs without A/B testing, then at best you are doing all of that for the sake of treading water.
A good A/B testing tool and methodology gives you the vehicle for substantiating which of your ideas are winners and which of your ideas are losers, allowing you to keep the ideas that improve the performance of the website, and easily identify and roll back the underperforming ideas.” Brice McBeth, founder of Reap Marketing
The one exception to the rule is when you have a known solution to a known problem, usually in the form as a best practice.
“We have something we call Just Do It, which are best practice elements that we recommend just implementing rather than testing. These are typically ideas that have been proven repeatedly across a variety of different business fields, and we know that in general they typically increase the conversion rate across a wide field of business types.” Ryne Landers, Director of Analytics
Take for example the site speed issues that we often run into with our clients. Improving site speeds so the page loads faster has been known to exponentially increase conversion rates, so that would be an example of a Just Do It item rather than a test.
When you work with Reap Marketing, we’ll go through formal steps to determine items that are appropriate for testing versus items that fall under “Just Do It.” After brainstorming these ideas, we’ll map them out into an actionable plan and priorities that produce the best results for your website. While 60-65% of all A/B tests fail, we are firm believers that a failed test is a successful test, guaranteed.