A/B testing in marketing and business intelligence was invented by James O’Gorman. A/B testing is also known as bucket test and split-run testing. It is a method of comparing two variants or version of an application or web page against each other. The method is to figure out which one performs better. You can enhance your conversion rates and new plans by utilizing information obtains by creating A/B variant. Running an A/B test helps you to collect data about the effect of that change applied to that particular web page or application. It also gives a chance to get information about changes to your website or application that enables data-informed decisions.
How A/B Testing Works
In an A/B test, you take an app screen or a web page and create a second modified version of the same page. This change can be made to the basic design like a change in the headline or button, colors of the page or it can be a complete redesign of the page. After this point, half of your traffic is recorded from the original version of the page known as control and half is determined on the modified version of the page also known as variation.
The visitor reaction to a specifically modified page is collected in an analytics dashboard and is later analyzed by looking at the statistics like CTR and bounce rate. On basis of the results the change in experience can be termed positive, negative or neutral.
Importance of A/B Test
- A/B testing enables you to take data-informed decisions, taking out the guesswork from website optimization. Rather than adding new features to your website or app and then hoping for the best results, you can confirm or refute your speculations before implementing drastic changes to the page. In short it shifts the business conversation to “we know” rather than “we think”.
- It is a methodical way to optimize your website or application to enhance conversion rates. A higher conversion rate signifies enhanced customer retention and profitability and decreased focus on measures used for traffic growth.
- Besides business outcome, testing can help you to change your working environment and create a more data-driven environment.
- A/B testing helps designer or developer and marketer to use a more authentic way to lessen risks, improve results and make progress compelled by data, rather than by personal experience or intuition.
Where A/B testing can be applied
The following list will give you an idea to get started with A/B testing.
A media company might need to expand the number of time readers spend on their site, amplify their articles with social sharing and increase leadership. To achieve these objectives, they might take minor tests on:
- Social media buttons: The placement of social media buttons can allow you to see which location of the button generates the most click-through rates.
- Different images: Try different images to see which image generates the best results.
- Different headlines: Different headings can be tried to your blogs and website content to see which one is most productive.
- Email sign-up models.
- Test emails with or without illustrations.
- Test different ideas for email subject lines to boost your open rates.
- Attempt different calls-to-action within your email copy to increase the amount of traffic you drive back to your website.
An e-commerce company might need to maximize the number of completed checkouts, raise holiday deals and the average order value. To accomplish this task, they may A/B test:
- Homepage promotions
- Try different images on your page to see which picture generates the most clicks.
- Checkout funnel components
- Different call-to-action buttons can be tried, such as “Download Now” or “Learn More”. The results will let you know which is most tempting for the customers.
Inter group with its years of experience and expertise utilizes A/B testing to figure out what works best for your business in terms of marketing. Over the years of experience, we have accumulated a set of best practices and standard operating procedures that can transform your business and induce sustainable growth, while allowing you to discover untapped areas and opportunities.