Why Should You Perform an A/B Test?
One of the easiest and most worthwhile investments into your company’s customer outreach is through A/B testing tools. The test can allow you to measure subtle differences in your website’s appearance or digital marketing which may offer a big payoff to your company’s bottom line. In order to get optimal results, it would be beneficial to first ask yourself what you are seeking from the test. Most often it will be the conversion rate of your site, i.e. how many site visitors become customers. You can test many other variables though, such as what text works best in an email, what the most effective language a notification will use, or what color scheme on your site is the most pleasing to a viewer.
What Can You Measure with the Test?
First, select the version of your website you would like to use as a control, this version (version A) will be identical to your current web page. The test page, B, becomes your ‘dependent variable’ on whatever metric you are interesting in analyzing. After implementing the changes, the site will then randomly direct traffic to one variation of your web page and measure the clicks and time spent on the page. Then the test compares both versions of the page to see which performs better according to your desired criteria. For emails and notifications, you can analyze the response rate of each message. Once you are satisfied with the duration of your test you are free to make changes to your site as needed. Beware of reading too far into the data, however, as it can be easily skewed.
There is a sweet spot when it comes to the amount of data you are testing. Test too little, and you waste valuable time that could be spent measuring more important metrics. Alternatively, including too many variables in your test could lead to bad data that could negatively impact your web page. Let’s say instead of an A/B test, you run an A/B/C/D test which runs four different headers at the top of your web page. This version of the test is useful when the data you are measuring in more based on user preference. Any number of metrics can be measured at once but keep in mind the risk of acquiring bad data as you increase the amount of metrics analyzed at one time.
A/B Testing in Software Development
Fortunately even with the demanding performance software development requires, there are a few A/B testing tools available online to help assist with the test. According to conversion rate experts, the two most commonly used tools are Optimizely and Visual Website Optimizer. These are premium services used by businesses that can be modified to test any metric you are interested in.
Any user experience from your website can be analyzed with a data driven approach. All software development companies utilize A/B testing tools to increase their own website traffic and boost the conversion rate of visitors to customers. Sunflower Lab uses the test to analyze our own traffic and target key customers for app development. Contact us today for consulting on performing your own test.