A/B testing

Why A/B Testing?

Split Testing is one of the most efficient methods of gaining percentages in conversion rate while simultaneously surveying your audience. Unfortunately a great deal of marketers will not make use of this method. Why is that? It’s often assumed that the amount of technical knowledge to be overwhelming, that it is time-consuming and that it is difficult to implement. However when you are targeting surges in your conversion rates, you cannot ignore this great tool that helps providing an optimal website.

What is being tested?

Emails
Subtitles
Images
Content
Call to action buttons
Social media buttons
Logos

A/B testing process

1. We study site-specific data: by making use of a web analysis tool (like Google Analytics) we identify areas that are problematic for the conversion. For example, we can modify pages that receive the greatest amount of rejection.

2. We examine users’ behavior: we use tools denoting users’ habits and we pin-point the reason why they are not following the desired path.

3. We formulate a hypothesis: based on data collected previously we propose an approach to improve conversion from visitor to customer.

4. Testing the theory: we create a variation of the proposed approach (3) and we run an A/B test against the original content.

Interpreting results and formulating conclusions: following the A/B testing we’ll either have had a greater conversion rate which results in implementation of previously created variation; otherwise we return to point three and reformulate the postulate.