A/B testing plan
A/B testing plan (occasionally called split testing) is the process of equating two versions of a web page to observe which one performs better. You equate two web pages by presenting the two alternatives (let’s name them A & B) to corresponding visitors at the same time. And analyze which one gives the best conversion rate. Generally, it is a technique for conforming that any modification or changing in the webpage will really improve your conversion rate.
As we all have goals in our life, all the websites on the internet have some goal – a purpose for them to exist.
- E-commerce sites want buyers to buy products from their web pages.
- News and social sites want people to sign up their sites for paid subscriptions.
The goal of every business website is to convert guests from just guests to something else. The rate at which a website is capable to do this job is called “Conversion Rate”. Any modification or change on your website which cause effect on your visitors can be A/B tested.
By means of scientific optimization, it is categorized into three categories
- A/B Split testing – simply testing two variations of web page and observing which variation results in better performance
- Multivariate testing – it is the process of testing several variations at a time. The aim is to find the most beneficial variations for the web site, which work jointly on a page and gives better results.
- Inspection design – process of describing your own research method for a better in-depth inspection of a particular variation.
A/B Testing Process
Consider a website that has a huge rate of paid traffic, but the conversion rate is minor. In this case, you should run an A/B testing. The authentic way to start an A/B testing procedure is to use scientific method. It includes following steps.
Observe your website data
Use any websites analytics tools such as Google Analytics, and find the major problem areas in your conversion channel. For example, you can spot the pages with excessive exit rate. Consider, your homepage have an extraordinary exit rate.
Monitor user reactions
Assemble a Hypothesis
After analyzing visitors behavior tools, assemble a hypothesis focused on increasing conversion. As enlarging the size of CTA button will make it more noteworthy and will result in increasing conversion.
Examine your Hypothesis
Generate a variation between your original home page and the page of large CTA button. “Calculate the test period by considering your monthly visitors, present conversion rate, and the predictable conversion rate. Inspect each and every detail in examining the hypothesis.
Inspect Test Data and Draw Conclusions
Inspect the A/B test result and observe which variation result gives the most reasonable result, if a variation is giving extraordinary good result. Go with its modification in your website. And if the results are giving indecisive results, go to the third step and again assemble a new hypothesis.
Most of us are well known with the term A/B testing, which is used to determine that which constituents on the web page are serving to increase conversion on the website, and which are not. For example, you can test two different headlines on a website landing page, if one performs good then the other, we would know which is more beneficial.
Still, there is more you can do with A/B split testing.
- You can manage A/B split testing to better analyze visitors etiquette and priorities when visiting your site.
- You can manage A/B split testing to resolve common problem you have with your web pages, or we can say that you can use A/B split testing as a diagnostic tools to find what is going wrong on the site and how can it be resolved.
- You can use A/B testing to dramatically test presumptions you may have in your mind about the “best” method to modify or write a page.
Here comes another important point. A/b split testing only gives better result when you test a single field several times using different test data. A one minor test will not reveal major problems. But you can make a uniform habit of testing; collective tests time to time can have a substantial impact on your website. This leads to success of your site.
A good hypothesis
If your hypothesis is reasonable, and measureable, so that it can be utilize in testing
Solving conversion problems
Split testing is done to resolve common conversion problems
Obtain market insights
Split testing will inform you about your customer besides increasing you conversion rate. A well organized authentic hypothesis will let your results giving you information of your customers and their interests.
Differentiate between A/B testing and split URL testing
Variations in A/B testing are vigorously and arbitrary shown to users visiting the same URL. When a visitor click on the URL, one variation of the page is arbitrary selected to show to the user. Each user sees the same information on every upcoming visit to the site to sustain constancy. By default, each variation is shown to equal number of visitors. But you can control the traffic on each variation by using good testing tools. Another functionality-segmentation allows you to run specific variation on visitors arriving from particular sources.
Split URL Testing
Unlike A/B testing, in split URL testing the variations can be undoubtedly mounted on different URLs. Occasionally, split URL testing requires participation of your design or engineering team. When a split test is streaming and a visitor visits the website, it’s dramatically decided by the testing tool whether to keep the user to original site or to redirect to them to variation URL.
When to use Split URL testing
Extensive Design changes
If you are looking to do a major modification in your current website, then split URL testing is the right way to go. Since in such operation the design and the engineering teams have to be definitely involved, and the modification be made are complex in nature.
Tests involving changes
Consider for example you want to test the contact form present on the landing page. And the hypothesis is considered to reduce form fields from 8 to 5 will upgrade conversion. Though simply reducing the form fields by editing the frontend will not be enough. Users compliance will give validations errors because from fields are associated with the backend tables. In this case, split testing URLs will help you test several form designs on different URLs.
When you want to test pricing on an eCommerce page. Using an A/b testing editor, the shown price of the good can be changed. But this will also create issues during the checkout session. So you can test this scheme also by using the Split testing URLs. Split testing URLs are the best method to test when backend conversion is required.
Testing existing pages
Consider you are running an eCommerce store and you got three landing pages plot for previous holiday seasons. Now this year you wish to utilize the best landing page converting landing page of the three. You can’t rely on the past conversions because the user behavior change by time to time, and the plan you used last year might not work properly today. In such cases, it’s best to use the split URL test on the three landing pages. Once a winner comes out, you can make that landing page live for the holiday, and enjoy conversions.
An organized A/B split testing process for exceptional conversion rate
An organized start to upgrade your conversion rates needs to be sustained activity of improvement. It is a series of Measurement, Prioritization, and Testing. Each of this activity has an aim and motivation.
Observe your website production
To uniformly upgrade your conversion rates, you have to start by measuring your website performance. Be aware of what is happening, and why it’ happening.
Define your business goals.
In this step you will clarify, why does your website exits? Describe your goals simple, beneficial, reasonable. Mostly organizations frequently fail in this process by describing their goals complex and illogical.
Why is it happening: talk to your visitors
Observe your visitors objectives. Set up entry survey fields to find why they are using your site, and exit felids to find is their purpose is fulfilled.
Prioritize you’re testing occasion
Once you have discovered your goals, the next pace is to find what to test. However, you can test anything you want but everyone needs something to start with. You can use Google Analytic tool to gain lots of data, but somehow it construct comprehension to begin from split testing options.
Manage an authentic hypothesis for testing
You should assemble a hypothesis to see whether a change in the web site is showing positive or negative result. Repeat this process many times and then go for the most reasonable result. Implement it on the web site.
About A/B testing
To build a successful and strong A/B testing plan, there are several things every marketer should know
As customer surveillance strength are decreasing and online competition is enlarging. CRO (conversion rate optimization) is must-have ability for marketers. Even if a customer “conversion” on your website s not purchase but something else, still apply the rules of CRO.
Here are some A/B testing rules you should follow before making a strong build testing plan.
Neglect each thing you assume you know about your visitors
It is attractive to decide about your audience situate on things like age, gender, location etc. but combat the temptation when possible!
Don’t compare your website with others
Just because it was beneficial for someone else does not mean it will be beneficial for you. For example, if CRO could be repeatable process that functions the same way for websites every time, then there would be no requirement for testing at all.
Initiate a Baseline
Your main goal is to increase the conversion rate. But before going into an excessive A/B tests, it is important to note a current baseline. Because if you don’t know what is your current conversion rate, how will you clarify if your tests are beneficial for you or not.
Test things one be one
When executing A/B testing on your website, always test each variable at a time, so that results will become more efficient and readable at the end. If you replace your headline at the same time you change your navigation, how will you know which variable gives the best conversion rate. And you will be required to change the navigation of site for the mobile visitors. This is a good chance to direct users to the most valuable content of the page.
Define your success metric clearly
Never forget vision of your final success metric. CRO is regarding conversions. It is not regarding open rates, pins, shares, or pins. Until, obviously tweeting, and pins are conversions on your websites.
Don’t test miniscule
Do not test miniscule elements that even have minor chance of driving an outstanding change in website. Assemble common hypothesis, and focus on high collision tests.
Walk before you run
This saying is true in many aspects of business; A/B testing is not a special case. CRO will always be a moving target. You will make blunders and mistakes, you will learn from them. By time, you will become an A/B testing expert.
Most victorious landing page A/B tests are not lucky one indeed, they are obviously because of a great well-organized testing strategy. It may take several tests to get the result you’re looking for, but with the right and well-organized strategy you will get there someday.
A/B testing is a skill surely based on the statistical procedures and analysis. They say you don’t have to be statistician to understand the concepts involved in the A/B testing.