What is A/b testing?

A/B testing is a method for testing changes to your web page against its current design. It helps determine the changes that will deliver better results. Also referred to as split testing, A/B testing is used to test and authenticate if any changes to the design or other elements can help improve the conversion rate This can be done before the changes are implemented permanently.

The benefit of testing is that it eliminates all the guesswork from the optimization process. You will be able to measure the effect of the changes on metrics like downloads, sign-ups, purchases or anything else. You can also use A/B testing for studying your customer behavior. This is done by testing how your visitors react to various versions of your website’s content.

Benefits of Using A/B Testing

There are many benefits of using A/B testing.

Enhanced content – A/B testing helps build better web content. The process helps you pass through a rational and step by step procedure to help determine the more effective content. It helps you determine and generate the important variables. This helps you build a list of effective improvements in the content.

A/B testing allows you to see clearly which content helps visitors to:

  • Click through to more pages.
  • Spend more time on your pages.
  • Sign up to get more information.
  • Make a purchase.

In the example below, I am giving you a birds eye view of some of my giveaways. The right number is how many people have seen my popup form. The middle number is how many of those people opted in. The left percentage is the number is the average opt-in rate. For the vintage vectors giveaway, the opt-in rate is 95%. I would be stupid to alter that one. The WDB foundation freebie is at 18% which means it is in dire need of improvement. This is a great candidate for a split test.

A/b testing - Leadpages

I clicked the button at the top that says “create an A/b Split test. it asks me to take the existing opt-in form and create a variation.

Screen Shot 2014-10-09 at 10.21.59 PM

This is how the opt-in form looked before. It looks kind of thrown together.

Screen Shot 2014-10-09 at 10.23.29 PM

I took away the old logo for my site, and swapped it out for a progress bar. I also added the new logo. Now, this popup will run, and Leadpages will track the results. Which ever form gets a higher opt-in rate is the one I will use from now on, while I discard the old one. Even a 5% increase in conversions is worth doing a split test. Here is the form after I made changes.

A/B testing - after

Improved Bottom-line – Businesses using A/B testing are more likely to value data over guesswork and opinion. Such companies spend more time and resources on implementation. They are quick in adapting changes and remain ahead of the competition.

Reduced Risks – One of the major advantages of using A/B testing is that it reduces risks related to decisions of marketing strategies and pricing. Because you have already tested customer behavior before making any decision, the chances of success are significantly increased.

When you use A/B testing, you will be able to focus your resources to achieve the best-possible results. It improves your ROI and bottom-line in both the short-term and long-term.

The testing allows you to view the versions of your content that triggers your audience to take the action you want them to take. Use different designs to test which ones cause more of your visitors to sign-up. A/B testing eliminates all the guesswork from your website update tasks. You implement any changes or updates to your website only after testing it for its effectiveness, ensuring higher chances (or even assurance) of success.