Why You Should A/B Test Updates to Your Construction Website

Small improvements to your website can make the difference between a potential construction client contacting you or clicking away. By A/B testing your website updates, you’ll see what changes are bringing good results so you can capitalize on them even more.

Get the Results You Want

The goal of any website update is to improve your metrics, whether that means lowering your bounce rate (the rate of visitors who view one page, then leave), encouraging more visitor engagement or increasing leads. Especially if you’ve paid a professional designer, it’s easy to assume any changes are for the better. That’s not always the case, though.

An A/B test shows you which updates are helping and which aren’t. A major change in layout might end up confusing your visitors. If they can’t find the content they want quickly, you’ll get fewer leads. Updates that are good for aesthetics aren’t always good for business. Considering how important eye-catching images are on a construction website, you might think a slick-looking image carousel or hero image of a recent building project could only help. If you find these features increase your bounce rate, though, you’ll know to look for something more engaging for your homepage.

Quantify Your Improvements

Even if you know which recent updates have improved your website metrics, it’s helpful to have some hard data on those improvements. A/B tests let you collect data on both the old and the updated version of each part of your website. If you spot a change that’s getting especially good results, you’ll know where to focus your efforts.

Maybe your new homepage features a downloadable case study on your recent multi-story car park project and you find it’s bringing you a lot more leads. You might want to make that case study even more prominent on your homepage or try out other types of lead magnets. A guide on budgeting a commercial construction project might bring more leads still.

A/B Testing is Essential for a Successful Facebook Ads Campaign

a-b testingFacebook ads might be a relatively cheap way to reach your ideal construction clients, but running a campaign is still an investment of time and money. By A/B testing your ads, you’ll get clear data showing you which ads are worth investing more in and which are best deleted.

Running Ads That Meet Your Goals

A/B testing, or split testing, lets you compare the performance of two different versions of an ad. In order to compare, though, you need to decide exactly what kind of performance you’re looking for. What makes an ad the “best” isn’t always the number of click-throughs it gets. Your most-clicked ad might not actually be meeting your business goals.

If you’re running a brand awareness campaign to let your target audience know you’re the most experienced restaurant construction specialist in the area, your goal might be to get as many shares as possible. For an email list building campaign, however, the ad that brings the most sign-ups is the winner, even if it doesn’t get the most clicks overall.

Collecting Valuable Data

A/B testing works best when only one variable of your two Facebook ads is different. This way you’ll know exactly what caused one to outperform the other. You might find the ad with a picture of a finished building gets more clicks than one showing a project in progress. So if you’re comparing two different photos or a photo versus a video, use the same text. If you compare two texts, use the same images.

To collect data on your ads, you’ll need URLs you can tell apart in your reports. Google Analytics UTM tracking parameters allow for advanced tracking, but a link shortener such as bit.ly or tinyurl.com will work for basic tracking.

Testing both ads equally keeps your data accurate. Run one ad for at least three days, then hide it and run the alternate version at the same amount of time on the same days.