Split testing, also known as A/B testing, is among the most efficient strategies for boosting the effectiveness of your numerous SaaS marketing efforts and, finally, your complete SaaS sales funnel.
A/B testing can be used to monitor the effectiveness of several separate aspects of the SaaS sales funnel, such as email marketing campaigns, advertising campaigns, landing pages, among others.
If you’re unsatisfied with the leads you receive each month, conducting an A/B testing can be beneficial. It allows you to change some elements to determine which gives the best results based on your business goals. Additionally, only a couple of hours of effort could result in significant increases in conversion rates, earnings, and other metrics.
However, there are considerations when performing a split test. For example, you can’t spend the entire time testing different things without losing significant resources. In that case, you need to boost your split testing efforts to get the best possible outcome while minimizing the use of resources.
In this article, we will discuss the most effective ways on how to split test your SaaS sales funnel.
5 Smart Strategies to effectively use split testing for your SaaS sales funnel
Split-testing can help you optimize your brand’s sales funnel. What happens here is, you will examine two or maybe more variants of your advertisement or resource. Assume you would like to run A/B tests on your homepage. Use two options to see which one fares better.
But before that, you should ensure that all sales collateral or the content needed for the test is organized, stored, and accessed properly to streamline the testing process. When these essential resources are difficult to access, A/B tests can be disrupted. Hence, using an upgraded storage solution like a digital asset management system is an excellent idea. It can simplify your sales collateral management efforts, which is essential in achieving successful A/B tests for your SaaS sales funnel.
Now that your sales collateral and other content sources are organized and ready, it’s time to familiarize yourself with the best ways to utilize A/B tests to your advantage.
Here is a run-down of five of the smartest strategies to use split testing for your SaaS sales funnel.
1. Split test one thing at a time
When A/B testing your funnel, you should alter only one aspect between both versions. As such you won’t alter the pictures, buttons, or otherwise when you split test the call to action (CTA).
Your goal is to figure out what is causing the increase in performance (or decrease). An easy A/B test is illustrated below. Take note of the various click buttons.
If you modify various aspects at once, determining the one that is affecting the transition will be difficult (if not inconceivable). You can focus on the differences that are playing a vital role by checking only one issue at a time.
Nevertheless, to decide whether or not anything is having an effect, you must collect data. We’re not speaking about tens of clicks here, but thousands, if not tens of thousands. It could be hard to collect sufficient data if you evaluate each word modification and component individually.
For better results, you can even take the services of a SaaS content marketing agency. In a good agency, the fundamentals remain the same.
You can build awareness regarding the top of the SaaS sales funnel, conduct accurate split tests, convert the right prospects to generate qualified leads, nurture these leads, maintain a healthy sales pipeline, secure free trials and sign up, sell efficiently.
2. Embrace digitization with an A/B testing tool
Around the world, 37 percent of businesses are focused on digital transformation initiatives at present. The way they go about this naturally differs from business to business.
However, many of today’s enterprises are becoming more and more reliant on business analysis to assist them with guiding them through the digital transformation process.
Therefore, you should also consider using digital tools while using split testing on your SaaS sales funnel.
You’ll need to have an A/B toolset to conduct an A/B test on the website and in an electronic mail. You may use software to A/B test email messages, CTA, and landing pages.
Other choices include tools which allow you to A/B test up to 10 digital copies of a single website and make comparisons of their effectiveness utilizing a random selection of users.
Again, you’ll like to make absolutely sure that your tool gives enough time for the test to run long enough to generate a significant sample group. Otherwise, it will be difficult to determine if the different versions differed statistically.
How long is too long?
Depending on the organization as well as how the A/B test is carried out, statistically meaningful results could be obtained in hours, days, or weeks.
The volume of traffic you receive influences how long it would take to get significant results, so if your company hasn’t had a large amount of traffic to its website, running an A/B test will take far longer.
In fact, the best SaaS software has features for email campaigns, analyzing open and click-through rates, tracking unsubscribe rates, and performing A/B testing.
3. Use tests for multiple pages and each step of your funnel
Assume you would like to try a different CTA and wish to understand how this CTA plus button will affect a whole sales funnel.
This would be possible via a multi-page split test. Simply insert the new CTA at each relevant phase of your SaaS sales funnel.
Just about all sales funnels have dozens of pages, and each page will allow you to use your CTA. You can create two funnels — the first with the earlier CTA and the second with your new CTA, and afterwards test the overall results of both sales funnels.
Customers will advance through each stage of your SaaS sales funnel. You could even run split tests on multiple phases of the funnel to assess how they perform.
You might, for instance, test one edition of a homepage. Whenever the visitors click on the first url and navigate to the product information page, you could A/B check that content as well.
The customer may then proceed to add the product to the checkout basket. Once more, you could A/B test the cart to see which attributes, techniques, or language are most effective.
A solitary customer engagement helps to find numerous things at once in this particular instance. However, because you are split testing web pages against each other, you still can focus on what works best.
4. Test your changes
If you’re considering a major overhaul, such as modifying your overall marketing vocabulary or the aesthetic value of your label, merely testing a logo transition or a CTA might not be sufficient.
Rather, you can split test your overall strategy to see whether the radical change produces results.
So, if you create a complete website design with a much more contemporary architecture and more assertive copy, you can split test this against your earlier one.
If the test is negative, your brand marketing change may not be successful. In this particular instance, you might attempt to pinpoint the source of the performance drop.
So you could go back to make your CTAs less assertive. Simultaneously, you can test your fresh, more contemporary homepage with less extreme language.
If the test is positive and you begin to see an increase in conversions, you have grounds to believe that the revised website is beneficial, but the harsh language is not.
Do you want to test multiple variables at once? It is feasible, particularly if there is a lot of activity. Take into account that the testing may not be as precise as split testing a single parameter.
To be genuine, if you really want to evaluate a multitude of different variables, you might not have sufficient hours to A/B test each of them.
You can replace a range of parameters via multivariate test results. The key is to try out every possible permutation to assess which works the best as well as which ones don’t.
If a common factor appears in your lowest ranking ones, such as a particular purchase tab or CTA, you can make an educated guess that perhaps the particular aspect is reducing performance.
Similarly, when certain elements appear continuously in your top-performing variants, there’s a decent possibility that they’re enhancing productivity. You can refine your tests by eliminating the worst performing configurations and aspects until you have the best performing subset of factors.
5. Consider your traffic’s sample size
If you choose to be efficient at split testing, you must understand statistically significant results.
Largely, the greater the sample, the more probable it is that the disparity in conversion rates of two variations can be made clear by the site element being tested.
As an example, let’s you’re testing the title of your landing page:
You then conduct a split test only with two distinct visitors:
- One customer visits variant A but does not purchase your product.
- One customer visits version B and purchases your product.
- Is this to say that variant B means a better headline?
No, it does not.
Whenever the sample group is so slight, it’s impossible to determine what motivated the individual who visited the variant.
There are an unlimited number of possibilities:
- Perhaps it was the title.
- Maybe they had been meaning to purchase your item sometime now and it just transpired on that particular day.
- Perhaps they were tired on an internet shopping spree they do not even recollect.
The point is: You have no clue what happened! Hence, the results of the test are meaningless!
Consider running the same split test but sending one million registered users to each version instead:
- 100,000 people buy variant A of your product (10 percent conversion rate).
- On variant B, 200,000 people purchase your product (20 percent conversion rate).
Is it probable that 100,000 more customers can purchase your merchandise on variant B for unrelated reasons to the headline? It’s highly unlikely.
At that juncture, the trial has achieved statistically significant results, allowing you to reach the conclusion that the distinction in conversion rates was induced by the title.
Split testing necessitates dedication.
To assemble sufficient data to reveal significant information, you’ll have to test a significant volume of traffic.
An appropriate split testing initiative, on the other hand, can take several weeks, if not longer to finish. This is particularly true when you aim to test multiple elements.
Nonetheless, the financial return will be worthwhile in the end. Keep in mind the tips discussed above to conduct split testing more effectively to benefit your sales funnel. Soon enough, you ought to be able to boost your conversions by utilizing data.