Rocco Alberto Baldassarre
A/B testing allows you to discover the most excellent combination of elements on your webpage, email, or other promotional resources to drive conversions and produce leads. You can test countless variables including your title or subject line, layouts, calls to action, copy, images, forms, fonts, and colors to settle on which ones best appeal to your potential customers. By doing thus you develop the efficiency of your marketing efforts and augment your marketing return of investment. In order to gain actionable insight, on the other hand, you need to run your A/B tests correctly.
At its center, A/B testing is when you have two versions of an element (A and B) and a metric that identify success. To settle on which version is superior, you subject both versions to experimentation at the same time. Eventually, you measure which version was more successful and select that version for real-world use.
Here are 10 best practices while conducting an A/B Split Test
1. Keep It Simple and eventually get more advanced. Even though some people are really good at A/B testing, there is always some skill involved with testing some of your website’s more complex features. Instead, start your A/B testing with something simple, like moving your Check-out button to the right of the page instead of the left. Then, as you start to understand the A/B testing process, you can start conducting more sophisticated experiments. For example add something simple like testimonials to one of your pages to see if they increased conversions. See if the web page including testimonials performed better in sales than the web page without them.
2. Understand that minor changes can lead to a significant result. Something as simple as changing the text in the bullet points on your web page can boost your conversions. People from time to time believe that immense, comprehensive changes need to transpire in an A/B test. The reality is the details of the page are just as significant. Remember that something simple can still drive big enhancements.
3. Define your metrics. Establish what your success criteria looks like approximately. The metrics you are trying to achieve with the changes, and how will you measure results. For instance, if you’re changing the shopping cart position on your ecommerce website, your metric might be greater than before sales or reduction in shopping cart abandonment numbers. By determining what success looks like in advance, you’ll be able to tell if you achieved it when you get your results.
4. Make sure your test take account of the correct audience. Do your best to use audiences and traffic sources that are a close match for the target audience of the pages being tested. Or else, sending the wrong consumers to the test pages will distort your data. Prior to starting your test, produce a campaign and drive traffic for an adequate phase of time in order to institute a historic baseline.
5. Use good quality tools. Make certain the tools you use to appraise your test are good quality. Google's Experiments tool is incorporated into Google Analytics and it's free of charge. Once you start measuring your results, you'll be grateful that you used a strong A/B testing toolset.
6. Test one variable on a page, but don't limit it to one variable only. In order to distinguish if a feature on a page is functioning efficiently or not, you have to segregate it in your A/B test. Test one thing at a time, but bear in mind that your web pages are also made up of an amount of other facets. You don't have to limit yourself just to testing images, videos, language, bullet points, and headlines, etc. Think also about your color background or text size.
7. Testing A and B during different time intervals add partiality. Because any number of factors can occur over time and manipulate your findings, it is essential to test the control (A) and variation (B) at the same time. For a significant test, split traffic between two versions in the same time frame to counterbalance statistic irregularities.
8. Track and document your results, it’s imperative to track the results of each test and then document them for upcoming reference. By doing so you have a record of what essentials on your site or campaign have been tested and why you chose the final decisions you did. You can also reference your results when enhancing future pages or campaigns so that you don’t have to run alike tests over again.
9. Always do testing. Your first A/B test may have been an enormous accomplishment, helping you determine a new way to make your web page more efficient. On the other hand, there’s always space for more optimization on your website. Attempt conducting an A/B test on another feature of that same page, for instance, you can test for spacing, headlines, color schemes, images, adding features, etc. Then go to another page of your site, and do some testing there. There’s a pretty good chance you can still boost conversion rates and leads.
10. Treatment for A and B must be alike. Constancy is important to your test. The two variations being tested should be randomly and evenly disseminated. For instance, if you are testing a form in multiple locations across your web site, the same variation should be displayed, with variations consistent on pages.
Remember, the results your tests produce are only as good as the experiments you have designed. If they are flawed, your results will be too. Take a closer look at your tests, and apply the above best practices. Doing so will help you design better tests and produce meaningful results that can be used to inform your marketing efforts.