Engagement Goals for A/B Testing
Not all websites or pages have some sort of explicit conversion goals such as product purchase completions, newsletter sign up or a free trial sign-up.
For instance, websites such as a publisher or media sites primarily rely on engaging visitors with great content. Even for e-commerce or B2B websites, there are pages such as support pages or some blog posts that are essentially helpful informational page without any call-to-action.
As a result, the conversion goals for these sites or pages could be simply based on page engagement.
Below we'll discuss how you can use engagement metrics to define successful conversions when running A/B testing for informational pages.
Using Scrolling Percentage To Define Successful Conversion
If visitors are scrolling past a certain percentage of your page, it’s probably a good signal that your content captures their interest.
You can run A/B testing and set up a conversion goal based on how far down people scroll to determine successful conversion.
You can configure this goal to be triggered based on a percentage of the page read such as 25 percent, 50 percent, 75 percent, or more.
Using Time Spent On Page To Define Successful Conversion
Time spent on the page is another meaningful engagement metric to evaluate if your contents capture interest.
For instance, if a blog post might take approximately more than 5 minutes to read, you can define a successful conversion as when a visitor stays on the page for more than 300 seconds.