Getting the Best out of Interactive A/B Testing
In terms of marketing and business, interactive A/B testing is the process by which two variations – an original one and a modified one – are compared, in order to see the effectiveness of any changes that are made. Put simply, it allows you to compare, the regular sign-up page on your website with a modified version of said page, in order to show you whether or not the changes you make are going to lead to results. This whole process is designed to take the guesswork out of page optimization, allowing you to make your decisions based on hard data, rather than probabilities. In order to get the best out of this technology, there are some important rules to follow.
Let’s imagine you are working without A/B testing. Say, for example, you sell a product via your website and in order to attempt to boost sales, you decide to change the color of the “Buy” button, in the hope of making it a more prominent feature of the page and encouraging more visitors to click on it. The hypothesis might be sound, but you are effectively making that decision based on guesswork alone.
What A/B testing does is provide you with the possibility to test as many variations as you want. Taking our example of modifying the “Buy” button once again, there are hundreds if not thousands of ways you could potentially change this button in order to hopefully boost your sales. Without A/B testing, you have to make a decision and stick with it, or continuously change your page which can only lead to confusion. With interactive A/B testing, you can test as many variations as you feel necessary and choose the one that works.
We can therefore see that by only performing a single test, businesses are not maximizing their potential gains. A/B tasting gives you the data you need, by allowing you to perform as many tests as you feel necessary, to make the best decision for your business. Of course, we can never be entirely sure that the best decision has made and we could effectively continue testing forever, but there are certain signs to pay attention to when using A/B testing in order to get the best out of this process.
These signs are as follows:
- The page has poor levels of communication, for instance the text is unclear or the images are of poor quality.
- Users complain about the accessibility of the page. This can be determined with surveys or user tests.
- Analytical data shows that less than 1% of visitors make a purchase.
If your site is suffering from problems like these, then it is clearly time to make a change and A/B testing will help you get the best out of your website. Testing only one hypothesis simply isn’t enough and won’t give you the results you need. To maximize your profits and optimize your site effectively, you need to make use of interactive A/B testing.