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A/B Testing

What Is A/B Testing?

It is a way to compare two versions of something to decide which one helps you achieve your goals more efficiently.

Why Use A/B Testing

  • Find and solve pain points in your UX. Use heat maps to analyze the results more effectively;
  • Reduce bounce rate that can be caused both by longer than necessary page loading or not enough catchy and informative first screen;
  • Verify new UI or redesign to ensure successful launch and promotion;
  • Explore opportunities to increase ROI, making sure marketing materials and landings are up to par.

What To Test With A/B Testing

Most common and impact-driven A/B testing examples include focusing on:

  • Call-to-action buttons — a critical element in converting visitors into customers;
  • Email subject lines — crucial factor affecting email open rates;
  • Headings — essential for capturing your visitors’ attention;
  • Design elements — with a significant impact on user engagement;
  • Navigation — define whether clients can easily use your product.

A/B Testing Types

As for the types of A/B split testing, here are the ones you should take into account:

  • Multivariate — involves checking multiple options of several elements at the same time;
  • Split URL – relies on creating two different URLs and directing traffic to each URL to compare their performance;
  • Multipage — focuses on different versions of multiple pages on a website or app.

How To Implement A/B Testing

If you need the shortest guide on how to do A/B testing, follow these steps and figure out the details as you go:

  • Conduct research and formulate a hypothesis;
  • Create two or more variations of the element you want to experiment with;
  • Run the sequence and monitor the results;
  • Analyze the results and implement changes based on the data.

A/B Testing Best Practices

  • Create an optimization roadmap to define your strategy and goals;
  • Limit the number of elements you work on to one or two at a time to prevent confusion and ensure that the results are clear and actionable;
  • Consider the statistical significance of your results before making any changes to your site or app;
  • Use balanced traffic to ensure accurate results;
  • Divide your traffic equally between the control and test groups;
  • Choose a duration that is long enough to produce reliable outcomes;
  • Take into consideration external factors such as holidays or events;
  • Consider your specific needs and budget when selecting a tool that will work best for you.

A/B Testing FAQ

What are some common mistakes in implementing a/b testing?

Selecting an incorrect period can lead to unreliable conclusions. Relying on the wrong tool can also cause problems and come with some cost overheads. External factors such as seasonality, traffic sources, and user behavior should not be overlooked, as they can significantly impact the validity of your project.

What are the best a/b testing tools or software?

Check on Optimizely, VWO, and AB Tasty. Optimizely offers a variety of features including personalization, experimentation, and analytics. VWO is a comprehensive conversion optimization platform that helps with all kinds of tasks. AB Tasty is ideal for small to medium-sized businesses. It offers a user-friendly interface and a wide range of solutions.

What are some a/b testing examples?

Think call-to-action (CTA) buttons, headlines, email subject lines, pricing options, and website layouts. Almost anything to which you can create a variation to check what’s better for the customers can be a subject for such tests.

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