When taking the time and energy to redevelop or build a website for your orthodontia practice, it’s a good idea to always keep an open mind. When it comes to business, and websites specifically, sometimes what you’re expecting to work doesn’t actually turn out the way you planned.
In order to dive deeper into website optimization for orthodontists, you need to understand that, while a website can look great and function even better, that isn’t the end of the story.
In fact, that’s just the beginning.
The best performing websites in any field use something known as A/B testing, sometimes called split testing, in order to back up their design decisions with solid facts and evidence.
For example, if you can’t decide between two different color schemes for your website, A/B testing can solve the dilemma for you by giving you and your team the data you need to see which page actually performs better.
A/B testing goes further than a survey would because the results are backed by real-life data. Once this data is collected, it’s up to you and your team at your orthodontist practice to decide how in-depth you want to get. But, no matter how deep you dig, the importance of A/B testing stays the same.
It’s the best way to take the guesswork out of website development. (And it’s the fastest way to get the results you want.)
The beauty of A/B testing is that there are ways to do it simultaneously, which means you remove all of the variables that could alter the results if you were to test one page, for example, for a month followed by another month-long page test.
When done correctly, your website’s visitors won’t even know that they’re taking part of an A/B test (which is exactly why the data you get is so solid).
Professionals can help you design two different home pages and then split your traffic so that half will go to one version and half to the other. You can then analyze the data you get from these two separate pages, looking at things like bounce rate, conversion, and click throughs.
This analysis is the best way for your practice’s team to make decisions about your website without being personally involved or leaving it up to “I think” statements. When done regularly, A/B testing can give you a competitive advantage over other orthodontist practices in your area, allowing you to continually innovate what your audience wants and needs.
For best results, it’s smart to not test too many elements at once.
Many businesses actually only choose one element at a time, which means the two test pages often look very (very) similar. If you try to test too many elements simultaneously, you’ll be left with questions that can’t be conclusively answered without more tests.
For orthodontist practice websites in particular, it can be smart to start with testing your call-to-action copy, comparing which words get the most appointments scheduled or consultation calls booked. Yes, it may seem small, but this kind of knowledge is what can make the difference between a great-looking website and a great-converting website.