To change your attorney website or not to change, that is the question. It’s time to take the guesswork out of these important marketing decisions. Using the following five steps, set up an A/B test (a comparison between two versions of a webpage) on your attorney website to produce cold, hard data that determines which version of your webpage results in a greater conversion rate.
- Find your purpose.
The underlying purpose of any A/B test is to promote conversions and most importantly, increase revenue for your law firm. This could involve accruing subscribers for your email list or prompting more people to complete the online contact form in order to promote warm leads. Determine why you would like to pursue an A/B test by asking: what question am I trying to answer, and how will the answer ultimately help to increase my attorney website’s conversion rates and drive greater revenue?
- Set a goal.
Once you have determined your purpose for A/B testing, it should be easy to set a goal for the A/B test. For example, a law practice may want to know which version of their attorney website results in a greater number of email subscribers—warm leads who would then receive email newsletters, blog articles, and promotional materials urging them to consult the firm or refer others. Specifically, the marketing team wants to answer the question: which call to action button produces a higher subscription rate?
- Determine the two options.
In the example above, the next step would be to brainstorm which call to action buttons to test. The law practice could decide to keep the blue call to action button they currently have as option A and test that against a new, red button (option B).
- Set up the back end.
Then comes the back end portion—actually setting up the test online. There are a variety of programs and resources out there to streamline this process, from Google Analytics to WordPress to Kissmetrics. It all depends on where you’re hosting your attorney website, which programs you are most comfortable with, and your marketing budget.
If you are new to A/B testing, Google Analytics Content Experiments may be a good place to start. Sign up for a Google Analytics account if you don’t already have one, and then follow their latest instructions for setting up a Content Experiment.
You will need to decide upon a few test parameters including:
- The length of the A/B test: this should range from a few days to a few weeks—anything shorter or longer could result in a skewed sample size and produce inaccurate results
- The percentage of visitors that will see your test page(s): 25%, 50%, all?
- Analytics to track: the number of clicks on your call to action button, for instance
- Monitor performance and examine results.
Keep an eye on your A/B test’s progress and pore over the results at the end to make informed decisions about your attorney website design. Also, don’t be afraid to redo a test if you feel that the data is inaccurate.
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