AB testing

What is A/B testing? A Practical Guide

As a marketing researcher and a digital strategist, I am obsessed with testing. With a large enough sample size, statistical tests can demonstrate a firm’s value—and even determine which marketing strategy will work best. In this post, I’ll share a practical guide to A/B testing as well as explain how it works and what to look for when running an A/B test.

What is A/B testing?

A/B testing is a powerful technique for evaluating the value of your marketing or sales processes. It involves running different versions of your website or marketing campaign to determine which is better. This can help you identify failures and learn how to fix them before they become major issues, which can save you time and money in the long run. In this guide, I explore A/B testing and walk you through examples of how it can be useful in your work.

 The process involves showing each version to half of your visitors (your A group) and serving the other version to the other half (your B group).  The goal is to determine which version gets the better conversion rate. If done correctly, you can use the data gathered.

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Types of A/B testing

There are basically two types of A/B testing.   

 A/B testing is used widely across companies for improving user experience (UX) and the flow of the site. This is also known as Multivariate testing, such as changing the color of CTAs or texts or backgrounds, etc., which can affect click rate.

How to perform A/B testing?

On the off chance that the previously mentioned benefits persuaded you to begin A/B testing, the following thing you’ll need to know is the manner by which to perform it. The A/B testing measure involves more than just running the test. The following are four stages to assist you with finishing a well-informed and promoted A/B test.

Research & Prioritize

The first step to performing A/B testing is to collect data. Identify your ideal customers. Then split your users into two groups and run A/B tests. You should repeat this process until you have identified the optimal combination of additional features and reduced costs. Once you have identified the right combination, launch your campaign! That’s all there is to it!

A/B testing can assist you in determining which audiences are more beneficial to your company. You can then make more informed marketing decisions based on data collected from real customers rather than assumptions made based on incomplete information.

Develop Variation

Whenever you have laid out your exploration-sponsored objectives, it’s an ideal opportunity to frame your theory. Plan a variety you’d prefer to try out against the first form (otherwise called the control). Contingent upon the number of components you need to transform, you may wind up with more than one variable. This is a somewhat more confounded type of testing known as multivariate testing (MVT). 

In case you’re simply starting, it’s encouraged to zero in on one variable — i.e., one thing you need to change/update.

Run the Test 

The simplest way to run A/B tests is to put two versions of the same website upon a single site. You can test out the features of one version and compare those features with the results from another version hosted by different domains. You can also put two different versions of the same product on different pages of your website and see which version leads to more conversions.

A/B testing can be done with many different factors and can even be done using real customers (as opposed to just a concept or an animation).

Analyze Results 

If you use A/B testing, you must evaluate the outcomes of your tests, either online or offline. You want to figure out if the change you made the sample larger or smaller. You also want to figure out if there were any improvements or losses from the new strategy compared to the old one. Make sure to communicate any insights from your tests to the team.

Advantages of A/B testing 

Here are some benefits that A/B testing can bring to your business:

  • Saving time, money, resources, and emotional energy, as well as helping you discover which changes will be most successful.
  • A/B testing is a tactic used by businesses to determine the optimal solutions for running a particular marketing campaign. 
  • A/B testing is an observational technique in which a test group is assigned one specific strategy while a control group is given a different strategy. 
  • The A/B test is often carried out after the design phase and before the production phase of a product.
  • Most webmasters use A/B testing to optimize their website while also earning revenue from affiliate marketing campaigns and traffic.


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