A/B testing has become a common phenomenon today among online marketers and website owners. Through A/B testing, websites can understand user behavior and can optimize websites according to their personal needs. A number of different elements will be tested in A/B testing. It is an enhanced technique in which two versions will be measured to find out which version remains more successful among users.
A/B Testing Workflow
A typical A/B test will be performed as noted below.
- Engage in discussion and planning about what needs to be tested and the purpose behind the test
- An alternative will be created for the control page
- Run A/B tests
- The winner will be promoted as the next control
- Continue the process again and again
For most businesses around the world, testing and experimentation remains at the heart of deciding whether a business will succeed or fail with ever-evolving trends.
What to test?
The question of what to test depends on your company’s goals. For example, if it’s about registration; A/B testing is primarily based on factors that deter visitors from registering. This could be a longer registration form or a privacy concern. You will get the answer to this question through A/B testing of the appropriate website elements one by one.
Some of the common aspects tested during A/B testing include:
- The size, color, and wording of the call-to-action button
- Product Description
- Form length
- Field type length
- Website layout
- Product pricing
- Promotional offer
- Landing page image
- Picture on product page
- The amount of text that is on a web page
A popular tool for A/B testing on websites
There are a variety of tools to choose from when it comes to A/B Testing. Each tool is customized to match different focuses, feature sets, and price points.
Google Website Optimizer – This is the perfect choice for those who want to start with basic features. This is a free A/B testing tool introduced by Google. However, it lacks advanced features.
Visual Website Optimizer – This A/B testing tool includes powerful features and is also designed for easier use. The advanced features in this tool include a WYSIWYG Editor, clickmaps, visitor segmentation and tagless integration.
Free – This tool consists of a landing page builder along with integrated A/B testing.
Other popular tools for A/B testing include A/Bingo, Vanity, Performable, and enterprise testing tools like SiteSpect, Vertster, and Webtrends Optimize, etc.
Things to keep in mind during A/B testing on Websites
- Understand the maximum duration of the test before completing the test
- The same variation should be shown for repeat visitors
- Ensure consistency in A/B testing across websites
- Do as much A/B testing as possible
Things to avoid during A/B testing on Websites
- Run A/B tests for both versions at the same time
- Don’t jump to conclusions right away
- Only include new visitors during A/B testing, not regular visitors.
William Hill, he is a professional technical writer with more than 5 years experience. He has written various content in the past and now writes on social media, search engine marketing, sales force consulting services and many more other topics.