You’ve studied your audience, created an awesome offer, and designed a beautiful pop-up–but it’s still not the conversion powerhouse you hoped it would be, and you’re not sure how to make it deliver the results you need.
Let me introduce you to the smartest way to optimize your pop-ups for massive growth: A/B testing.
What is A/B testing?
Sometimes called “split testing,” A/B testing is when you compare two versions of the same thing to see which performs better.
In this case, we’ll be comparing pop-ups. More specifically, we’ll be comparing elements of pop-ups.
With Wisepops, you can design two pop-ups (let’s call them A and B) that have just one different element, then simultaneously display them to similar visitors to test which variant is more successful for getting clicks, downloads, or signups.
Elements you can A/B test include your headline, button color, image used, and call to action.
If you can customize it, you can test it.
How to apply A/B testing to your campaign
Let’s say you’re running a newsletter pop-up campaign that’s not meeting your goal level of subscriptions. Your signup button is blue, but you wonder whether the color isn’t catching your visitors’ attention as much as it could.
In A/B testing, you continue to display the original content–the blue button–to half your visitors. This original pop-up is your control. You change the signup button to red for the other half of your visitors, then check which one attracts more signups.
Whichever variant gets more conversions wins the A/B battle!
Take your A/B testing to the next level
The best A/B tests are driven by a clear campaign goal. When you’re testing the effectiveness, ask yourself why you’re creating two versions of your pop-up.
Do you want visitors to sign up for your newsletter? Are you trying to get customers to take advantage of a sale? Do you want people to share your content on social media?
The answers to these questions will guide which pop-up elements you should vary in your A/B tests. Perhaps you want see which headline copy, freebie offer, or call to action text color entices clickthroughs. Maybe you’re experimenting with timed pop-ups, or where the pop-up appears on the screen. All of these elements should relate back to your ultimate goal.
Let’s say you own an event company, and you’re hosting a swanky black tie fundraiser to build accessibility-focused playgrounds in New York City. You’ve created a pop-up campaign on your website to promote this event, and your goal is to get visitors to RSVP. To achieve this goal, you try out an A/B test of your headline copy.
One headline reads “Everyone Deserves A Chance To Play.”
The other headline reads “Good Wine, Better Cause.”
This A/B test doesn’t just help you choose a headline for your pop-up. It also shows what factors drive your audience to act.
The first headline focuses on the generosity of the donors, while the second focuses on their status as members of high society. Whichever copy is more successful is the one that better reflects your audience’s emotions and priorities, and knowing those aspects allows you to better tailor future pop-ups for even higher conversion rates.
How to A/B test in WisePops
First, create a beautiful pop-up that will catch your visitors’ attention. Once the pop-up appears on your dashboard, navigate to the “actions” section and click on the split-screen icon (it’ll say A/B when you hover over it!).
Now your pop-up will be displayed twice under the same campaign.
Once you know which element you want to test, click on one of the pop-ups under the campaign, and modify that part of your design.
Pro tip: Only vary one element at a time. This way, you can be sure which element is affecting your conversion outcomes.
On the dashboard, you can choose how what percent of users see the first variant of your campaign and what percent see the second. You’ll generally want to keep this at 50/50 for precise results.
Make sure to sign up for Wisepops Academy to learn how to get the most out of your A/B testing.
With A/B tests, you can zero in on which elements cause your visitors to convert. Get a grasp on this knowledge, and you’ll have the power to skyrocket your impact and achieve your loftiest goals.