Examples of A/B testing often cover landing page conversion, but a common problem, not covered so often, is how to get visitors to engage more with a key page such as a home page, product category page or resources page. In this post I will give an example of how we used A/B testing to increase engagement for a home page.
Engagement can mean different things for different sites. For some it is the pages per visit; for others it can be social shares, number of comments, or any other page activity.
For our customer, Inside Buzz, engagement meant visitors exploring the site further, beyond their homepage. It was probably this need to have active engagement that their previous homepage design provided so many options for visitors to click whichever option they are interested in.
‘Buying Guide’ or 'Buyer's Guide' content are a common SEO tactic particularly amongst retailer ecommerce sites, but they can be used in other types of site too such as financial services. They're popular since they tick many of the boxes for effective on page SEO. They're naturally rich in keywords, dense in character count and recognisably original, it’s an easy target to hit on your SEO checklist. They also enable you to link to your main target category and popular product pages with relevant anchor text, so boosting their effectiveness.
Potential customers also love Buying Guides, since, done well, they’re a great research resource in the early ‘information gathering’ stages of the purchasing decision process.
If they provide great advice and a good experience in navigating them,…