A/B testing, also known as split testing, refers to a randomized experimentation process.
Here two or more versions of a variable (web page, page element, etc.) are shown to different segments of website visitors at the same time.
It helps determine which version leaves the maximum impact and drives business metrics.
In A/B testing, A refers to ‘control’ or the original testing variable. Whereas B refers to ‘variation’ or a new version of the original testing variable.
Why is AB testing needed?
Solve visitor pain points
Reduce Bounce Rate
Achieve Statistically Significant Improvements
Get better ROI from existing traffic
Make Low Risk Modifications
Redesign website to increase future business gains
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What can you A/B Test?
Copy
1. Headlines2. Body: Writing Style and Formatting3. Subject Lines
Design and Layout
1. Provide Clear Information2. Highlight Customer Reviews3. Write Simple Content4. Create a Sense of Urgency
Navigation
1. Match Visitor Expectations2. Make your website’s navigation predictable3. Creating a fluid, easy to navigate website
Forms
While a small comprehensive form may work for some businesses, long forms might do wonders for their lead quality for other businesses.
CTA (Call-To-Action)
A/B testing enables you to test different CTA copies, their placement across the web page, toy with their size and color scheme, and so on.
What are the different types of A/B tests?
Split URL testing
1. Ideal for trying out radical new designs
2. Recommended for running tests with non-UI changes
3. Change up web page workflows
4. Recommended testing method for dynamic content
Multivariate testing (MVT)
1. Helps avoid the need to c conduct several sequential A/B tests2. Analyze and determine the contribution of each page3. Map all the interaction between all independent element variations
Multipage Testing
1. Create consistent experiences for your target audience.2. Helps your target audience see a consistent set of pages3. Enables you to implement the same change on several pages