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What is A/B Testing? How to Start A/B Tests Today? What is A/B Testing? How to Start A/B Tests Today?
News    06/14/2019

What is A/B Testing? How to Start A/B Tests Today?

A/B test gives you a few simple rules that will help you get accurate results every time, which may lead to sharp traffic with an increase in conversion rate.

Why Should You Start Running A/B Tests Today?

Internet marketing is a dynamic sphere - it never stands still. Taking into account the constantly developing industry, you always need to change something and try something new. If you are running an online project, then you are to be result oriented and measure the result bar all the time. You should understand that any page on the site can be improved, even you are fine with its conversion rates.

In order not to guess what will work for you best, you need to know what exactly requires changes. And it is A/ B testing (or split testing) will help you with this task. In this article, we will talk about A/ B testing: what it is, when it is used, what services to use, what errors to avoid.

A/B Testing

The Essence of A/ B Testing

Split tests or A / B tests is not the easiest task for a novice specialist. It is important to know how to determine the “sufficient sample” for research, when and how to conduct testing, by what criteria to evaluate the results.

At this point, you are to determine a lot of things as well as traffic criteria, and limetorrents can be used for this purpose. A/ B testing is a powerful tool in the hands of a marketer that allows you to obtain reliable data on the effectiveness of changes made to the site elements, which may lead to a sharp traffic and conversion rate increase.

One of the main advantages of A/ B testing is that the site’s development strategy is based on objective and not intuitive data. You can test the following items:

  • site color scheme;
  • page titles;
  • ads in contextual advertising;
  • the design and color of the conversion button;
  • snippets;
  • texts on the page;
  • popup windows;
  • online chat rooms;
  • pictures;
  • the location of elements on the page, and much more.

Having the inputs on the most highly performing pages, you will understand how to build other pages so that they perform well.

Essence of A/B Testing

Features of the A/ B Testing

Just like any other marketing instrument, A/ B testing has a number of distinguishing features. Here are just some of them:

  • First of all, it is necessary to choose indicators that will be improved with the help of split testing, measure their current values, and select target ones;
  • When conducting A/ B testing, users are divided into two groups - each of which shows only one version of the site/ page. It is important to control that two-page versions are not shown to one visitor. At the same time, customer impressions tracking is implemented by memorizing the IP address of each user and entering this data into cookies;
  • Page versions division into groups is carried out proportionally, taking into account the source of the traffic - organic search, contextual advertising, social networks;
  • To get the right results, it is important to test two versions of the site in parallel at the same time; otherwise, external factors - such as holidays, weekends, weather conditions - may affect the statistics;
  • Data from company employees are excluded from the sample - this can be configured using Google Analytics filters. In this case, the reports do not include actions taken from the IP addresses of the project team;
  • For business niches that require a long decision to make a purchase, it is recommended to run A/ B tests in two rounds. For example, if the decision is made per month on average, then testing is carried out for two months;
  • The most significant parameter that shows the impact of changes is the number of completed orders. The increase in conversions at intermediate steps, such as the number of clicks on an ad, registrations, additions to the cart, may not affect the growth of orders/ ROI;
  • After obtaining a sufficient number of results, site conversions are compared in both groups and a variant with higher rates is selected.

Also Read: How to Tell If Your Computer Is Hacked

Which Split Testing Tools to Use?

To perform A/ B testing, the marketer needs to use one of the specialized services. The most popular of these is Content Experiments of Google, which is available to users of the Analytics system. Until mid-2012, this tool was called Google Website Optimizer.

With this utility, you can test various page elements, including headers, fonts, conversion buttons and forms, images, etc. Content Experiments is free of charge, which is one of its main advantages of the solution. Run the first A/ B test to boost your business profit!


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