A/B testing, commonly known as split testing, compares two or more versions of the same website or app to see which converts or performs better. Although the term (A/B testing) implies that the experiment compares two pages, it may really compare any number of pages.
How Does A/B Testing Work?
Choose the element of your page you’d want to test (e.g., CTA button, headline, text, picture, video, etc.) and alter it in one version of the page to conduct an A/B test.
Then, the statistical analysis evaluates which variant worked better for a certain conversion target by showing these versions to two audiences of comparable size. You could even make your whole landing page or email campaign a variable, which would entail developing two entirely separate pages (or email campaigns) and comparing them.
You’ll need to put up something called a “control” to verify that your experiment delivers accurate findings. Control simply refers to the unmodified version of your landing page that is presently in use or considered the best option.
It will be used to compare the outcomes. “Treatments” or “challenger pages” refer to the many variations of the control page that you will create. You’ll select which of the page variants is the “champion” page once you’ve run your A/B test and analyzed the results (a winner page with the best performance).
When it comes to allocating traffic to page variations, it’s critical to make things as random as possible. To preserve the integrity of the test and produce compelling findings, send equivalent quantities of traffic to both variation sites – the most frequent traffic split is 50/50 or 60/40. It’s also important to note that the experiment necessitates running two or more versions at the same time since time is crucial in A/B testing.
Follow these A/B testing recommended practices to keep the trial clean:
- Eliminate seasonality or timing impacts, and run the test for at least 7 days.
- Make sure each page gets at least 100 unique visits.
- Make sure you know why you’re testing (and what your hypothesis is).
What Are the Benefits of A/B Testing?
A/B testing takes the guesswork out of page optimization and gives you the data you need to make well-informed choices about how to improve on-page conversions. The cost of acquiring sponsored traffic is high, however, the cost of enhancing conversions from current traffic via optimization is little and may be accomplished considerably quicker. Even little modifications in A/B testing might result in large revenue increases.
A/B testing also enables you to make small adjustments to the user experience and see how they affect conversions, ensuring that only the changes that increase conversions are applied. You may experiment with optimizing both micro (little stages in the conversion route, such as newsletter subscriptions and user registrations) and macro (large conversions) conversions using accurate A/B testing (revenue goals).
