Even if you are happy with the number of visitors to your site and the percentage of them that become leads, you should always be working to improve your site.
But how do we determine what to improve upon?
The marketers will suggest that you add more written content and copy. The sales team will insist on adding CTAs leading directly to lead forms or goal pages, while the graphic designer advises that the best practice is to keep a clean design.
What if we let our audience decide?
That’s where A/B testing comes in. A/B testing is a method for comparing at least two versions of a web page to determine which one performs better with respect to a specific goal. During an A/B test, visitors to the website will either see the original page, or a new test version of the page, and performance is measured to determine which version results in a higher rate of people taking a desired action.
Episerver is one such CMS that offers built-in A/B testing functionality. Using Episerver’s A/B testing features, also known as “landing page optimizer,” marketers can easily test and monitor the performance of content.