Top 5 A/B Testing Blunders to Avoid
A/B testing is a process that can help any company optimize their website for maximum profits. However, this technique must be approached with the proper care in order to avoid any mistakes or unreliable results. Poorly performed A/B testing can have negative effects on your company and even result in the loss of sales and clients. Let’s look at five of the biggest A/B testing blunders you need to avoid.
- Don’t perform a test on the wrong subject. When designing your A/B test, the choice of the subject matter is vital. Too often, people can choose to test a subject without even determining whether or not the intended audience actually cares about it. For instance, you might decide to experiment with shipping options for a product you sell, without even conducting a survey in advance to find out what sort of shopping your customers desire.
- Don’t test too many things at once. This is true of any experiment, if you change too many variables then your results are not reliable. For example, let’s imagine you decide to change the whole layout of your landing page, while also redesigning various buttons and elements on the page. These changes may result in an increase in sales, but since you changed so much, you can’t be sure which elements were successful and which were not.
- Don’t test things that will have no effect. Changing your buy button from one shade of red to another isn’t going to increase your sales. Similarly, changing one or two basic words in the introductory text of your landing page won’t have any noticeable effect either. These sorts of changes can be made without using valuable time and resources on A/B testing. You should make use of A/B testing only for elements of your site that you believe will truly have a clear impact on your company.
- Don’t run your A and B tests at different times. In order for the test to be fair and produce reliable results, both the A and B variations must be tested simultaneously since the opinions of your intended audience may change at different times.
- Don’t finish your test too quickly. It is a true A/B testing blunder to decide to end a test prematurely, especially when one variant is clearly outperforming the other and has a much higher conversion rate. These sorts of results can be anomalies, and it’s important to run the test for a proper period of time so that you can gather a sufficient amount of data for your results to be reliable.
When performed properly, A/B testing can offer a huge boost to your company and optimize your digital marketing program for maximum gains. However, if you fall into the trap of committing some of the above blunders, this process can easily bring your conversion rates down. Follow our advice and ensure that you are testing reliably by avoiding these common mistakes.