We have heard so many times that small changes can have a big impact on your bottom line. Well this is also the case with A/B Tests, because you can test different scenarios online and see which tests perform better.
A/B Testing Explained
A/B Testing involves testing two scenarios against each other in it’s most simplest form. In more advanced forms you could use multi-variate testing for more than two tests. So lets provide some examples to understand the power of A/B testing.
Some examples of where you may want to try out A/B testing is in your email, on your website and landing pages.
a) Email A/B testing could involve sending two emails with two different subject lines to half of your newsletter list. Just to see which subject lines performs better and generates more opens and clicks.
b) Website A/B testing could involve displaying one offer on your home page to some of your visitors and another offer to other visitors. Put another way, half of your visitors would see either offer 1 or offer 2.
The key takeaway from A/B Test Splits is making sure you maintain a controlled test to ensure what you are testing is really the two variables. Testing on different days of the week, or different times of the day can have an impact on your end results. And it may have nothing to do with the variables you are testing in the A/B test. Otherwise you could misread the test results and come to the wrong conclusions since the test was changed because of other factors.
What do you try and test?
You really need to decide what you want to test and try to keep it simple at first. Creating two offers or two emails can seem like doing more work at first. But if you don’t test you may not know what you are missing out on. Which could include higher clicks, more orders, be more work upfront but can also have a big impact even for small changes.
What colors you choose and where you put your call to action buttons makes a difference in getting noticed.
For ideas on where you might get the best improvements look at what others are doing.
Online Resource for learning about A/B results – ABTests.com
ABTests.com is a great place to learn and share what A/B testing has done for others. ABTests is providing an online directory highlighting success stories using A/B Testing.
A recent such case study highlights a Driving School that was able to achieve a 15% improvement on their home page.
To perform the home page testing they used Google’s Web Optimizer which is a free tool that you can use on your own website.
Big Takeaway
Increasing the visual weight of the primary call-to-action improved conversion.
More Resources:
ABCs of A/B Testing from Google
Photo Credit: mil8 on Flickr
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- How to Improve Survey Effectiveness
Tags: a/b testing, ab test, test splits
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