AB Test Calls to Action
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Show variations of calls to action (and other important text) to different groups of your users; measure which is the most successful and adopt it for all users.  
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Display variations of calls to action (and other important text) to different groups of your users; measure which is the most successful and adopt it for all users.  
=== What Problem This Solves  ===
=== What Problem This Solves  ===
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Users are visiting your website but aren't clicking through to the pages that are important for your business.
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Users are visiting your website but aren't clicking through to the pages that are important for your business.  
=== When to Use This Pattern  ===
=== When to Use This Pattern  ===
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Use this pattern when your organization relies on users visiting a specific business-critical page on your website, e.g. to donate money, buy a service, or view product features.
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Use this pattern when your organization relies on users visiting a specific business-critical page on your website, e.g. to donate money, buy a service, or view product features.  
=== What's The Solution?  ===
=== What's The Solution?  ===
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Design variations for your call to action, e.g. "Sign Up" could have variations of "Sign Up Now", "Find out more" and "Read the details".
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Design variations for your call to action, e.g. "Sign Up" could have variations of "Sign Up Now", "Find out more" and "Read the details".  
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You then need to set-up your website so that different users are shown these different variations. If your content management platform doesn't have an integrated AB Test module, there are a number of third-party services available, such as [http://www.google.com/websiteoptimizer Google Website Optimizer] (Free) and [http://visualwebsiteoptimizer.com/ Visual Website Optimizer] (Free trial available, at time of writing). These services will also accurately measure the results of each variation and give you the statistics necessary to determine when the results are significant (i.e. not just by chance).
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You then need to set-up your website so that different users are shown these different variations. If your content management platform doesn't have an integrated AB Test module, there are a number of third-party services available, such as [http://www.google.com/websiteoptimizer Google Website Optimizer] (Free) and [http://visualwebsiteoptimizer.com/ Visual Website Optimizer] (Free trial available, at time of writing). These services will also accurately measure the results of each variation and give you the statistics necessary to determine when the results are significant (i.e. not just by chance).  
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Once the results are in, modify your website accordingly, and repeat the process if necessary, based on your findings (i.e. try subtle variations of the new winning phrase).
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Once the results are in, modify your website accordingly, and repeat the process if necessary, based on your findings (i.e. try subtle variations of the new winning phrase).  
=== Why Use This Pattern  ===
=== Why Use This Pattern  ===

Revision as of 07:33, 14 January 2011

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