by Smartico


AB Split Test on Landing Page Optimization

What is A/B split testing?

A/B split testing, often referred to simply as A/B testing, is a method of comparing two versions of a webpage, email, app, or other digital content to determine which one performs better in terms of achieving a specific goal or metric. 

The process involves creating two variations of the content: version A (the control) and version B (the variant). These two versions might be identical except for one element that you want to test, such as a headline, button color, or call-to-action.

What are the main steps in an A/B split test typically include

A/B testing is a valuable technique for optimizing digital content and user experiences. It can be used to improve conversion rates, click-through rates, engagement, and other important metrics. 

By systematically testing and refining different elements, you can make data-driven decisions to enhance the performance of your online assets. Here are several steps that you need to take into consideration while implementing an A/B testing strategy;

1) Hypothesis:

Start by identifying what you want to test and formulating a hypothesis about which change might lead to better results. For example, you might hypothesize that changing the color of a “Play Now” button from green to red will increase click-through rates.

2) Setup:

Create two versions (A and B) of the content. Version A is the original (control), and version B includes the single change you want to test.

3) Randomization:

Split your audience or traffic randomly into two groups, with one group exposed to version A and the other to version B. It’s crucial to ensure that the distribution is random to avoid bias.

4) Data Collection:

Track relevant metrics, such as conversion rates, click-through rates, bounce rates, or other key performance indicators (KPIs) for both versions. This data helps you assess which version is more effective in achieving your goal.

5) Statistical Analysis:

Analyze the collected data to determine if the differences between version A and version B are statistically significant. In other words, you want to know if the observed differences are likely to be the result of the changes you made, rather than random chance.

Based on the statistical analysis, you can conclude whether the change in version B had a positive or negative impact on the desired metric. 

If version B outperforms version A, you can implement the change on your website, app, or marketing materials.

How online casinos can benefit from A/B split testing?

Online casinos can benefit significantly from A/B split testing to enhance their websites, increase player engagement, and maximize revenue. 

By consistently A/B testing various aspects of their marketing campaigns, casinos can offer personalized bonuses, VIP programs, or reactivation campaigns in order to make data-driven decisions to improve player experiences, increase player lifetime value, and optimize revenue, and these offers might vary based on different landing pages, call to action button, devices, and the GEO.

While doing so, online casinos should follow responsible gaming guidelines and ensure that their A/B tests comply with relevant regulations and ethical standards. The best way to maintain these standards is to use reliable tools that enable online casinos to measure transparently.

In this context, the platform provides online casinos with the necessary tools and features to create and run tests, collect data, and analyze results. So that, the casino can easily set up and manage A/B tests without the need for complex coding or technical expertise.

What can an online casino analyze and optimize using the A/B test?

However, before conducting A/B testing, defining clear goals for the campaign is fundamental. Whether you want to increase website traffic, improve conversion rates, reduce bounce rates, or optimize banner images, clearly identifying the goals will enable you to focus your efforts and make informed decisions.

In this respect, we have made a checklist of the most important elements that deserve to go through the A/B test.

Mobile Responsiveness:

Ensure your online casino is optimized for mobile users by testing mobile-responsive design, user interface elements, and mobile-specific promotions. Many players access online casinos via mobile devices, so it’s crucial to cater to this audience.

Registration and Onboarding:

Optimize the registration and onboarding process by testing the number of form fields, the placement of CTA buttons, and the messaging. A smoother registration process can lead to higher conversion rates.

Promotions and Bonuses:

A/B tests various promotions, bonus offers, and loyalty programs to identify the most appealing incentives for players. This can lead to higher deposit rates and increased player activity.

Game Selection and Presentation:

Experiment with the arrangement and presentation of casino games, such as slot machines, table games, and live dealer options.Test which game categories or game thumbnails attract more clicks and playtime.

Payment Options and Processes:

A/B test payment methods, checkout processes, and withdrawal options to find the most user-friendly and efficient solutions. A smoother payment experience can reduce drop-offs during transactions.

Player Communication and Support:

Test different methods of player communication and support, such as live chat, email, or in-app messaging. Identify which communication channels and response times are most effective in resolving player inquiries and concerns.

Cross-Sell and Up-Sell Opportunities:

Test cross-selling opportunities for other gaming products, such as sports betting or casino games, to diversify player experiences and increase revenue from existing players.

How does TheAffiliatePlatform help the online casinos’ A/B split testing?

Split testing in affiliate marketing usually requires an additional marketing tracking platform. While testing targeting-related variables (such as GEO, device, creative banners, and promotions), the platform should enable the iGaming operator to create separate campaigns on the traffic source level. 

At this point, the features that TheAffiliatePlatform offers meet a substantial amount of what A/B testing criteria the iGaming operators want to apply.

For instance, in virtue of TheAffiliatePlatform you can create different landing pages or email templates by individualizing them according to the affiliate marketer’s needs or wants. Moreover, each marketing material can be associated with a different tracking link to compare the variations in real-time reporting based on the number of clicks, registrations, first-time depositors, and many other dimensions on the platform.

It’s important to keep in mind that A/B testing should be an ongoing process to adapt to changing market conditions and customer preferences.

Landing Page Optimization:

A/B testing can be used to improve the effectiveness of the landing pages using for affiliate marketing. iGaming operators can test different landing page elements, such as headlines, copy, CTA buttons, and images, to determine which combination drives higher conversions or leads to more affiliate sales.

Ad Creatives and Copy: 

When creating ad creatives for affiliate marketing campaigns, A/B testing allows the iGaming Operators to experiment with different banner designs, images, and ad copy. By identifying which ad variations resonate best with their target audiences, and can increase click-through rates and conversions.

Call-to-Action (CTA) Buttons: 

A/B testing can help iGaming operators to refine the call to action within their affiliate marketing content. Casinos can test various CTA button text, colors, and placement to encourage more clicks and conversions. Additionally, they also can test different affiliate offers to see which ones generate the most revenue.

Email Marketing Optimization:

Email marketing might be also part of the iGaming operators’ affiliate strategy to enhance their email campaigns. Online casinos can test the which subject lines, email content, images, and CTA buttons to boost open rates, click-through rates, and conversions.

Traffic Sources and Segmentation:

A/B testing can also be applied to the sources of traffic that are used for affiliate marketing by iGaming operators. They can experiment with different traffic sources, keywords, or audience segments to determine which ones provide the best results. This can help them to allocate marketing resources more effectively, and so that casinos can make sure that their budget is not in vain.

Geographic and Language Variations:

If the online casino operates its brands in multiple regions, A/B tests different variations tailored to specific geographic locations and languages. Localized content can resonate better with players from different regions.

Step-by-Step: How to Set Up an A/B Split Test Using TheAffiliatePlatform?

TheAffiliatePlatform is a well-known performance marketing tool that offers iGaming operators the most demanding creative and measurement features such as creating media materials, planning commissions, receiving comprehensive reports, and so on. 

In this context, iGaming operators can define an alternative destination link for the A/B testing that will redirect the users to the different landing pages. 

At this stage, end-users will be sent to either the first link or to the second with a 50/50 percent distribution. So, the operator can analyze the performance of both landing pages by looking at the distribution of “A” and “B” variants. Let’s look at how TheAffiliatePlatform works to A/B test your affiliate links step by step.

1) Choose the Landing Page

When you log into your administrator account, head over to the ” destination links ” which is located on the left-side menu, and select one of the landing pages you want to contain in the A/B split testing.

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2) Select The Second Landing Page

After selecting the first landing page which will be taken into consideration as the first (A) pattern of your test, you need to place the second destination link (B) right under the first destination link.

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3) Analyze the Results

Now all you need to do is analyze the links and landing pages based on different parameters. In order for you to do it, on the ” Dimensions ” you need to select the ”AFP9” parameter and place it on the ”Groups”. 

So that, you will be able to see which pattern made how much contribution in terms of clicks, registrations, deposit amount, and the effectiveness of the players that registered through the patterns.

In case you want to see more results that are related to the patterns such as which player has registered over which pattern or the results based on the GEO, you can diversify it by adding dimensions near the ”AFP9” parameter.

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