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How can you use A/B testing to improve your conference website's conversion rate?

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You want to attract more attendees to your conference, but how do you know if your website is effective at converting visitors into registrants? One way to find out is to use A/B testing, a method of comparing two versions of a web page to see which one performs better. In this article, you will learn how to use A/B testing to improve your conference website's conversion rate, and what elements to test for optimal results.

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Lisa Bondarenko, Ph.D

Conference Production Specialist | Doctor of Philosophy I NetworkX Americas I NetworkX Paris I AutoTech 2025 Detroit

1 What is A/B testing?

A/B testing, also known as split testing, is a technique of randomly showing two different versions of a web page to a portion of your website visitors, and measuring how they respond to each version. The response can be any action that you want them to take, such as clicking a button, filling a form, or making a purchase. The version that generates more responses is the winner, and you can use it to optimize your website for the rest of your visitors.

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Lisa Bondarenko, Ph.D

Conference Production Specialist | Doctor of Philosophy I NetworkX Americas I NetworkX Paris I AutoTech 2025 Detroit
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A/B testing, also known as split testing, is a method used to compare two versions of a webpage, email, advertisement, or other marketing asset to determine which one performs better. In an A/B test, two variants, A and B, are created, with one element (such as a headline, image, or call-to-action) being changed between them while everything else remains the same. The variants are then randomly presented to users, and their responses (such as clicks, conversions, or engagement) are measured and analyzed to determine which variant performs better. A/B testing allows marketers to make data-driven decisions by testing hypotheses and optimizing marketing materials based on actual user behavior.

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2 Why use A/B testing for your conference website?

A/B testing can help you improve your conference website's conversion rate, which is the percentage of visitors who register for your conference. By testing different elements of your website, such as the headline, the copy, the images, the layout, the colors, or the call-to-action, you can find out what appeals more to your target audience, and what motivates them to sign up for your conference. A/B testing can also help you avoid making assumptions based on your personal preferences or opinions, and instead rely on data and evidence to make informed decisions.

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Lisa Bondarenko, Ph.D

Conference Production Specialist | Doctor of Philosophy I NetworkX Americas I NetworkX Paris I AutoTech 2025 Detroit
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Using A/B testing for your conference website enables optimization of elements like headlines, call-to-action buttons, and layout to maximize engagement and conversions. It provides data-driven insights, allowing informed decisions based on actual user behavior. Through continuous testing and improvement, you can enhance the user experience, personalize content, and allocate resources more efficiently, ultimately driving better results for your conference.

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3 How to set up an A/B test for your conference website?

To set up an A/B test for your conference website, you must first define your goal and choose the element to test. For example, you might want to increase registrations, and use the headline of your landing page to compare versions that emphasize either the benefits or urgency of registering. After creating two variations, you can split your website traffic between them and run the test for at least two weeks. Finally, use the same tool to analyze the data and determine which version performed better. Additionally, tools like Google Analytics or Hotjar can provide more insights into how visitors interacted with your web page.

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Lisa Bondarenko, Ph.D

Conference Production Specialist | Doctor of Philosophy I NetworkX Americas I NetworkX Paris I AutoTech 2025 Detroit
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To set up an A/B test for your conference website, define goals, choose a testing platform like Google Optimize or Optimizely, identify elements to test (e.g., headlines, call-to-action buttons), create variations, set up the test parameters, implement tracking, launch the test, monitor results, analyze data for statistical significance, implement the winning variant, and iterate for continuous improvement.

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4 What to test on your conference website?

Testing various elements of your conference website is essential for capturing the attention and interest of visitors. Your headline should stand out and highlight different aspects of your conference, such as the theme, speakers, location, date, price, or benefits. The copy should use different tones, styles, lengths, or formats to explain why visitors should register. Images should convey the mood and value of your conference by showing different scenes, angles, colors, or sizes. Videos, animations, or sliders can also be tested. The layout should guide visitors through content and call-to-action with different columns, sections, margins, or alignments. Colors should match your conference brand, theme, or audience. Contrasts, gradients, or shadows can also be tested. The call-to-action should be clear and compelling with different words, shapes, sizes, or positions. Forms, fields, or pop-ups can also be tested.

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5 How to optimize your A/B testing process?

A/B testing can be a powerful tool to improve your conference website's conversion rate, but it can also be a time-consuming and complex process. To optimize your A/B testing process, it's important to start with a hypothesis, test one variable at a time, test significant and relevant changes, test with sufficient and representative samples, and test for long enough and avoid peeking. For example, you should have a clear idea of what you want to test before starting an A/B test, and only test the headline if you want to measure the effect of that particular element. Additionally, you should ensure that the changes are meaningful and relevant to your goal and audience. Furthermore, it's essential to have enough visitors from various sources to get reliable results. Finally, you should allow enough time for the test to run without checking the results too often in order to avoid making hasty decisions based on incomplete or fluctuating data.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use A/B testing to improve your conference website's conversion rate?

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1 What is A/B testing?

2 Why use A/B testing for your conference website?

3 How to set up an A/B test for your conference website?

4 What to test on your conference website?

5 How to optimize your A/B testing process?

6 Here’s what else to consider

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How can you use A/B testing to improve your conference website's conversion rate?

1

2

3

4

5

6

1 What is A/B testing?

2 Why use A/B testing for your conference website?

3 How to set up an A/B test for your conference website?

4 What to test on your conference website?

5 How to optimize your A/B testing process?

6 Here’s what else to consider

Conference Organization

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