The term ‘A/B testing’ (which is also known as split testing or bucket testing) is a methodology employed to compare two versions of a webpage or app against each other in order to ascertain which one performs better. A/B testing is ultimately an experiment where two or more variations of a page are displayed to users at random. Then, statistical analysis is used in order to determine which variation performs better for a given conversion goal.
What type of data does A/B testing allow you to gather?
Performing an A/B test that directly makes a comparison between one variation and a current experience allows you to ask focused questions about alterations to your website or app. Once this change has been effected, A/B testing then allows you to collect data about the impact of that change.
Putting together a website or email marketing campaign is the first step in digital marketing. Once you have a website in place, you’ll want to know if it assist with, or hinders, sales. A/B testing allows you to know what words, phrases, images, videos, testimonials as well as other elements which work best. Even the easiest changes can influence conversion rates.
In one test which was conducted, a red CTA button outperformed a green one by 21%. This is based on 2 000 page visits. If such a minor change can get people to click, you’ll want to know what other elements of your page might have an impact on conversions, traffic, and other metrics.
A/B testing takes the presumptions out of website optimisation. It enables data-informed decisions that shift business conversations from “we think” to “we know.” By evaluating the impact that changes have on your metrics, you can ensure that every change on your website produces positive results.
