Do you want more Click Through Rate (CTR)? Who doesn’t? Then you must know about A/B testing. A/B testing helps you to make decisions like which image to include in the website, which email subject lines to use, CTA buttons, etc. These are some of the small factors which affect the website a lot. Here is an introduction to A/B testing and how it is going to help you in creating better plans and generating more sales in the future.
What is A/B testing?
In business terms, A/B testing refers to a randomized experiment where there are two variants of a product, viz., A and B. It includes the application of statistical hypothesis testing. A/B testing compares two versions of a single variable found on the subject's response to variant A against variant B. Then it decides which among the two variants is more effective. It is also known as bucket tests or split-run tests.
For example :- You design two templates for your social media posts. You can post content with the first template at different times of the day throughout the week. Then, next week, you can post content with the another template but on the same time and day. In both the cases, record the the engagement rate of the posts. After the experiment, you will be able to see if both the templates are doing same or not. If not, use the template with the most engagement. The same concept can be used for the websites.
How does it work?
A/B testing works on the viewer’s experience. You can directly ask people which one of two versions they like. However, that could be so old fashion. So, you can use some services which will use one version for the first 1000 impression and the other version for the next 1000 impression. Then you can easily compare the CTR of both the versions. Then use the best one for your website.
Please don’t confuse in “versions”. The word “version” includes all the elements of a website like the CTA button, thank you page, landing page, sign up form, etc. You don’t have to create two web pages for testing, you can test each of them individually just by updating the page.
Advantages of A/B Testing
Easy Analysis: After testing both the version, you can easily analyze the data and then implement accordingly. The data will be easily readable for you.
Improved Website: After analyzing which version works best for your website, you can improve the content of your website. More people will love your website’s content.
Bounce Rate: As more people will like your content, the bounce rate of the website will eventually be reduced. However, you will have to implement the changes to the website according to the data.
Conversion Rate: Obviously, if you will have better content, your ranking will be good and you will have more conversion rate.
These were only a handful of advantages of A/B testing. When you will test it on your website, you will observe many more changes to your website.
Limitation of A/B Testing
Nothing is perfect. Here are some limitations of A/B testing.
Limited Testing: You cannot test everything in just one attempt. You have to test each factor separately. For instance, you have to check one sign up form and then another one, and then you can go for testing the next element like thank you page, buttons, etc.
Quantity Not Quality: There is no surety that the majority of users are quality users. For example, you have tested two sign up form and form number 2 has more sign-ups than form number 1. But you don’t know that those people who have signed up from form number 2 will buy your product more than those of form number 1. So, the quality of the users still can’t be analyzed by A/B testing.
Slow: The process is very slow as you have to test each element of the website separately. Therefore, you have to give so much time analyzing the data. Moreover, it will also be expensive if you are taking an expert’s consultation in case you are paying him/her according to the time.
Best Tools for A/B Testing
Some tools which you can use to analyze the data of your A/B test are:
These are some of the top tools which will help you in A/B testing. However, there are some services like Zoho, Notifyvisitors, Kentico, etc. which will ease your work for A/B testing a website.
A/B testing should be done only if you have a good amount of visitors. You should perform A/B testing if you have a traffic of more than 1000 visitors. The more the people you test it on, the more accurate results you get. There are tools and services which will automatically change the element to test another one.