A/B testing for beginners

Businesses often have one big question: how can they better understand their website visitors and deliver more relevant and engaging experiences? A/B testing can help businesses gain better insights and improve performance.

 

What is A/B testing?

An A/B test is a randomized experiment using two or more variants of the same web page (A and B). Variant A is the original and variant B contains at least one element that is modified from the original.

It can be used to test variants (A and B) of different elements on the same web page. For example, to find out if a different coloured call-to-action button drives more results. In some experiments, variant B may be a completely different version of a web page.

Why should you conduct A/B testing?

A well-planned A/B testing can have a significant impact on the returns on your marketing spent. It helps you to increase the effectiveness of your website for short and long term results. 

It can help you answer questions such as “What is most likely to make people click? Or buy our product? Or register for our newsletter?” A/B testing is now used to evaluate everything from website design and online offers to headlines and product descriptions.

How to go about it

For example, you want to figure out if moving the call-to-action (CTA) button on your landing page from the bottom to the top of the page increases the clickthrough rate. To A/B test this, you need to create an alternative web page with the CTA button placed on top. The existing design i.e., version A is ‘the controller’ and version B is ‘the challenger’. You can A/B test these two versions of the landing page by showing each version to a predetermined percentage of the website visitors and let the data tell you which performs better.

The insights stemming from split tests can drastically improve the conversion rates of your landing page. 

For example, let’s say you own an ecommerce site that sells shoes, and the conversion rate for your site is 1% with a total of 1000 orders a month. Now suppose the insights from A/B tests enable you to increase the conversion rate to 1.2%.  

MetricsBefore A/B TestingAfter A/B Testing
Conversion rate1%1.2%
Total monthly orders10001200

As you can see from the table above, even a slight increase of 0.2% means 200 extra orders every month. And those orders will add up by the end of the year. Well-planned A/B testing can lead to continuous improvement in the conversion rate and can prove to be very beneficial in the long run.

A/B Testing with Google Optimize

At Wrkt Digital Consultancy we use Google Optimize for A/B testing and increase conversion rates for our clients. Google Optimize integrates seemlessly with other Google tools such as Adwords and Google Analytics, saving you time and increasing efficiencies. 

The first thing you need to do is figure out which element of your website you want to test, depending on the conversion you want to improve. Don’t test multiple variables at a time, otherwise you can’t be sure which one was responsible for changes in performance. In order to properly evaluate the effectiveness of a change, isolate one ‘independent variable’ and measure its performance.  

Not sure where to start? Contact us to get help with your A/B testing strategy and increase your conversion rate and sales. 

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