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TRANSCRIPT
The basics
A road you should travel
The benefits
Plus it is …
The barriers
The beginning
Use A/B testing on …
A/B testing can …
Seven steps to get started:
• Reasons for variant preference remains unknown• Can’t assist improving other site aspects
2 versions of an element (A or B) are presented unknowingly to website visitors to determine which version performs better.
• Sales• Subscriptions• New accounts
• No long-term planning• Only immediate feedback
A
Headlines
Headline HEADLINEProduct
descriptions
Websitelayouts
Pricing/promotional
offers
Images
A
B
B
OFFEROffer
Increasesales
Improveconversion
rates
Raiserevenue
Increase leadgeneration
Ecommerceleads increase
20-25%
B2B leadsincrease
30-40%
Affordable Easy tomaintain
Measuressmall changes
Providesresults
Only measuresa single keyperformance
indicator
Focuses onlyon short-term
goals
Fails to capture behavioral
insights
A/B testing …
• No usability specialists required• Low maintenance costs
• Replicable• Requires few resources
• Button size• Font• Punctuation
• Measures actual behavior• No more guesswork
1.
7.
2.
3. 4.
5. 6.
Formulate a question: “Willthe search buttonlocation make adifference withbounce rate?”
Research: Understand
customer behaviorwith analytic tools
Report:Share results
with the teamto assist in
future planning
Set benchmarks: Determinethe amount of time or number
of visitors needed to obtainstatistically significant results
Test: Create anA/B test to checkyour hypothesis
Develop hypothesis:“When the search buttonis on the left, visitors stay
on the site longer”
Analyze:Collect resultsand analyze to
formulate conclusions
Transform your website and become anonline marketing master with A/B testing.
Sources:
1. Soskey, Ginny. “11 Common A/B Testing Myths BUSTED.” Hubspot. N.p., 12 Mar. 2013. Web. 29 Apr. 2014. <http://blog.hubspot.com/blog/tabid/6307/bid/34254/11-Common-A-B-Testing-Myths-BUSTED.aspx>.
2. Chopra, Paras. “Mulitvariant Testing in Action.” Smashing Magazine. N.p., 24 Nov. 2010. Web. 05 May 2014.
3. Nielsen, Jakob. “Putting A/B Testing in Its Place.” Neilsen Norman Group. N.p., n.d. Web. 30 Apr. 2014. <http://www.nngroup.com/articles/putting-ab-testing-in-its-place/>.
4. “The Complete Guide to A/B Testing.” A/B Testing: The Complete Guide N.p., n.d. Web. 15 May 2014. <https://visualwebsiteoptimizer.com/ab-testing/>.
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Infographic created by www.4imprint.com, based on the AB Testing Blue Paper®. Download Blue Paper at: http://info.4imprint.com/bluepapers/ab-testing/
A/B testing