06/25/2021

Boost Website Engagement With A/B Testing

Understand how your members use your website

Member engagement is a key measure of an association’s marketing success. One way to track this engagement is through conversions on your website, like email newsletter signups, call-to-action click-throughs, downloads, and article shares. Using your website’s analytics platform, you can monitor each of these conversions to understand whether your site’s content is engaging members.

Reviewing your analytics might reveal that conversion rates aren’t as high as you’d like and need some improvement. A/B testing is a great way to analyze them more closely and figure out how to optimize them so you can maximize member engagement. Here are some A/B testing basics to get you started.

What Is A/B Testing?

A/B testing involves testing changes to your website to see which versions resonate more with your audiences. It compares two variations of content shown to similar audiences at the same time to tell you which one is more effective. By understanding what content works better with your members, you can fine-tune your content to increase site engagement.

Please select this link to read the complete article from ASAE's Center for Association Leadership.