Whether you are an experienced entrepreneur or a beginner, there is a good chance that you have seen many articles and resources about A/B testing. You may already be conducting A/B tests on your email subject lines or your social media posts.
Although a lot has been said about A/B testing in marketing, many people do not understand it correctly. The result? People make major business decisions based on inaccurate results from incorrect testing.
A/B testing is often oversimplified, especially in content written for store owners. Below you will find everything you need to know to get started with different types of A/B testing for e-commerce, explained in the simplest possible way. A/B testing can be a pivotal factor in choosing the right product direction, increasing conversion rates on landing pages, and much more.
What is A/B Testing?
A/B testing is sometimes referred to as split testing; it is the process of comparing two versions of the same webpage, email, or any other digital asset to determine which one performs better based on user behavior. It is a useful tool for improving the performance of a marketing campaign and gaining a better understanding of what converts your target audience.
This process allows you to answer important business questions, helps you generate more revenue from the traffic you already have, and provides a foundation for a data-driven marketing strategy.
How Does A/B Testing Work?
When using A/B testing in a marketing context, version A of the asset (let’s call it “the control”) is shown to 50% of visitors, and version B (let’s call it “the variant”) is shown to the other 50% of visitors.
The version that leads to the highest conversion rate wins. For example, let’s say version B yielded the highest conversion rate. You would declare it the winner and direct 100% of the visitors to version B.
Then version B becomes the new control, and you must design a new variant.
It is worth noting that the conversion rate of A/B testing can often be an imperfect measure of success.
For instance, if you priced an item at $50 on one page and made it completely free on the other page, it wouldn’t provide any truly valuable insight. As with any tool or strategy you use for your business, it must be strategic.
This is why you should track the value of conversions all the way to the final sale.
How to Set Up A/B Testing
Let’s go through some basic steps to set up an A/B test:
1. Gather data and confirm the accuracy of your analytics implementation.
2. Analyze the data and discover insights.
3. Turn insights into hypotheses.
4. Prioritize ideas based on impact and ease, and maximize the use of available resources.
5. Run the test and follow best statistical practices.
6. Analyze the results and implement or discard based on the outcomes.
7. Repeat the process based on findings and iterate.
Now you have the process, and you have the power! So, get out there and get the best A/B testing program up and running for your store. Before you know it, you’ll be adding that extra value to the money in your bank.
If you want to continue learning about optimization, take advantage of a free course, like Google’s A/B Testing course on the Udacity platform. You can learn more about A/B testing for web and mobile applications to enhance your optimization skills.
Source: https://www.shopify.com/blog/the-complete-guide-to-ab-testing#setup
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