A/B Split Testing
Marketers, salespeople and professionals agree that the simplest and most effective way to boost conversion rates is the powerful method of optimization known as A/B split testing.
What is A/B Split Testing?
A/B split testing is a scientific method of conducting controlled, randomized experiments with the goal of improving a website metric (form completion, purchases, sign-ups, call-to-action clicks, checkout flow, etc.). Tests are created with a quantifiable goal in mind. Users are exposed to different versions of a website to determine which performs best. A statistical engine collects and measures visitor engagement with each variation. The tester watches how groups respond to each version, looking for a significant difference in behaviour to occur. The results from each variation are compared to determine which version showed the greatest improvement. This information helps marketing and optimization teams determine which version offers the greatest conversion rate and best opportunities for business growth. No matter what kind of company you operate or what you’re selling, A/B testing helps you learn more about your audience and enables you to make changes so that you’re reaching users in the best way possible.
How Does A/B Testing Work?
A/B testing, also referred to as Split Testing, is a powerful tool that any digital marketing platform can use to optimize their content. A data-driven method used to improve your online presence, A/B testing is the most effective way to improve a website quickly and effectively.
What is A/B testing? In the context of digital marketing, A/B testing involves the comparison of two different versions of the same webpage, with the goal of creating the best product for the audience. For example, two websites that are identical in appearance, save for the dropdown menu icon being on the right side of the screen on one homepage, and on the left side of the screen on the homepage of the other.
The genius of A/B testing is that the visitors to both websites are participating in the testing while simultaneously browsing the site. There is no inconvenience to the customer, as all results of the test are collected through data analysis. Upon completion of the analysis, the better-performing version can be adopted.
The benefits of A/B testing are significant. It allows up-to-date, real-time results, from people who are already interested in your business. It also eliminates the need for such decisions to be made by a single individual, or with previous precedents in mind. The world changes quickly, and with A/B testing from CAYK, your website will have no problem keeping up.
Why is A/B Split Testing Important?
Rather than guessing or relying on your gut regarding what will work, A/B split testing provides the means to test competing ideas for a website layout, enabling a decision based on concrete data. Lessons learned from a split test can be incorporated into new tests on other pages of the site. Most marketers run split tests because they suspect an aspect of their marketing isn’t working well, or because they believe they can get better results. Even experienced marketers, designers and copywriters can be wrong when trying to determine what users will respond to. Split testing lets the users decide, preventing a conversion optimization team from going down a dead end.
A/B Testing VS Split Testing
A/B testing and split testing are often used interchangeably when discussing website optimization. In fact, the difference between the two is simply a matter of emphasis. A/B testing refers to the different website variations presented to the audience, and split testing references the fact that there is an equal split of audience traffic between the variations.
On occasion, split testing can involve more than two variations. This could include for example an A/B/C/D test, where four variations of a webpage or website element (such as font, images, or button placement) are tested.
It is generally accepted however that using two variations at a time leads to the clearest and most reliable results, especially in the detail-oriented world of digital marketing. This leads to the use of an umbrella term, A/B split testing, which embraces the use of a maximum of two variations that are split evenly between one’s testing audience.
A/B split testing is an essential tool in the arsenal of web-driven businesses. By facilitating continuous and seamless improvement while minimizing guesswork, A/B split testing with CAYK will allow your website to unlock its full potential.
Benefits of Split Testing:
Reducing uncertainty regarding marketing campaigns by eliminating guesswork.
Learning how customers actually respond rather than how you think they will respond.
Adaptation of design according to customer behavior.
Gaining insights that can drive improvements across the company.
Creating more effective content.
Reduced bounce rates.
Reduced cart abandonment.
Maximizing web traffic and visitor engagement.
Reducing risk by testing changes before making them permanent.
Increasing leads and sales, improving revenue and profits.
Quick and easy method to check the effects of changes.
Ease of analysis.
Possible Pitfalls of Split Testing:
There are a few scenarios to be aware of when split testing.
- Testing too many variations, thus dividing traffic to the extent that it’s difficult to get statistically significant results.
- Testing such small components that you lose sight of the big picture.
- Visual elements (pictures, videos, colours)
- Text (headlines, calls to action, descriptions, ads, emails, social media posts, blog titles)
- Layout (arrangement and size of buttons, menus, and forms)
- Visitor flow (how a website user gets from point A to point B)
- Entire Websites!
What Can You Test?
The more you test the better understanding you’ll have regarding what engages your audience. You can split test everything that your audience sees.
When Should You Use Split Testing?
All the time! Conducting continual A/B testing is ideal. Split test everything that your target audience sees from your business to help you understand what engages your audience the most.
A/B split testing helps website owners build a culture of data-informed decision-making by enabling businesses to take into account audience preferences. Conflicting opinions regarding website design can be settled with a split-testing methodology, benefiting the website owner and visitors by helping create the best site design. A/B split testing is a powerful tool for digital marketers. Testing gives marketers the flexibility and insights they need to continually improve their efforts.
Want to optimize your website features? Interested in A/B split testing for your site? Need help with your marketing campaigns? Call us at (403) 456-0072 or email [email protected]. Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact us today.
