AB Testing for a Converting Website Design

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Information about AB Testing for a Converting Website Design
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Published on July 13, 2016

Author: Optimoid

Source: authorstream.com

slide 1: A / B T e s t i n g f o r a C o n v e r t i n g W e b s i t e D e s i g n A / B t e s t i ng h a s e m e r ge d a s a n a m a z i ng w e b t e s t i ng t ool . W oul dn ’ t i t b e g r e a t i f y ou c a n d i s c ove r w hi c h p a r t s o f y our w e bs i t e g e t t he m a xi m um c l i c ks a nd w hi c h a r e t he p a r t s t ha t a r e n ot s e r vi ng t he i r p ur pos e a de qua t e l y A / B t e s t i n g o r s i m pl y c a l l i t S pl i t t e s t i ng i s a w e b t e s t i ng t ool w hi c h c a n b e u s e d t o t e s t e a c h a nd e ve r y e l e m e nt o n y our s i t e . Y ou c a n t e s t y our s i t e b y s i m pl y c r e a t i ng t w o v e r s i ons o f a n e l e m e nt o n y our s i t e a nd t he n t e s t i ng t he m s i m ul t a ne ous l y t o f i nd o ut w hi c h v e r s i on g e t s t he m a xi m um c onve r s i on r a t e . B y d oi ng s o y ou c a n i m pr ove t he e l e m e nt s a nd t he i r p e r f or m a nc e s p r ope r l y . F or i ns t a nc e l e t s s a y I w a nt t o d o s om e c ha nge s o n m y w e bs i t e b e c a us e i t i s n ot o f f e r i ng t he c onve r s i on I h a d e x pe c t e d f r om i t . I c a nnot j us t b l i ndl y m a ke t he c ha nge s w i t hout t e s t i ng. O t he r w i s e i t m i ght b a c kf i r e r e s ul t i ng i n d e gr a da t i on o f t he c onve r s i on r a t e s . I n e e d t o h a ve a k now l e dge o f t hos e e l e m e nt s w hi c h a r e n ot s e r vi ng p r ope r l y . I m a y u nknow i ngl y m a ke c ha nge s t o t hos e c om pone nt s w h i c h a r e a l r e a dy a w a r di ng g ood c onve r s i ons . T ha t s w hy I n e e d t o d e pl oy a t e s t i ng m e t hod w hi c h c oul d s how m e w hi c h e l e m e nt s a r e g ood t o g o a nd w hi c h n e e ds i m m e di a t e a t t e nt i on. A / B t e s t i ng i s t he a ns w e r t o t he i s s ue s r a i s e d a bove . I t b r e a k t he w e b p a ge s i nt o t w o v e r s i ons a nd c om pa r e s t he m a ga i ns t e a c h o t he r t o f i nd o ut w hi c h a da pt a t i on/ va r i a t i on g i ve s a b e t t e r c onve r s i on r a t e f o r t he s i t e . O ut o f t he t w o v e r s i ons o ne o f t he v a r i a nt s i s k e pt w i t hout c ha nge s a nd i s c a l l e d a s c ont r ol p a ge . T h e o t he r v e r s i on o f t he p a ge i s t ha t p a ge w he r e w e m a ke t he c ha nge s a nd a l t e r a t i ons t ha t w e a s s um e t o b e b e s t . T h i s a l t e r e d p a ge i s c a l l e d a s v a r i a t i on p a ge . N ow w e n e e d t o d i vi de t he t r a f f i c b e t w e e n b ot h t he p a ge s a nd l e a ve i t s o f or a p a r t i c ul a r t e s t s c he dul e d p e r i od. O n c e t he t e s t i ng p e r i od i s o ve r t he c onve r s i on r a t e o f b ot h t he v a r i a nt s w i l l b e a na l yz e d u s i ng v a r i ous s t a t i s t i c a l t ool s a n d t e c hni que s t o f i nd slide 2: o ut w hi c h o pt i on g a ve b e t t e r c onve r s i on r a t e s . W i n n e r p age : O ut o f t he t w o v a r i a nt s t he p a ge w hi c h c om e s o ut w i t h m a xi m um c onve r s i on i s f i na l l y a dopt e d f or t he c ha nge a n d i s s a i d t o b e t he w i n n e r p age . S om e p e r k s o f A / B t e s t i n g f or y ou r w e b s i t e - 1 . I t h e l ps i n i m pr ovi ng t he p e r f or m a nc e s o f v a r i ous e l e m e nt s o n a w e bs i t e b y t e s t i ng t he i r s i t e u s a bi l i t y . 2 . I t h e l ps t o d e t e r m i ne w h i c h e l e m e nt s a r e w or t hw hi l e t o b e k e pt a nd w hi c h n e e ds a n a m e ndm e nt o r m odi f i c a t i on. 3 . I t h e l ps t o r e c ogni z e t he w a ys w hi c h w i l l g e ne r a t e m a xi m um u s e r e nga ge m e nt o n y our s i t e a nd w i l l f ur t he r r e s ul t i n i m pr ove d w e bs i t e t r a f f i c a nd c onve r s i on r a t e s . 4 . I t d i m i ni s he s t he r i s ks t a ke n b y a B 2B e nvi r onm e nt w he r e e ve n a m i nor c ha nge c a n l e a d t o a n e xt e ns i ve f a i l ur e . A / B t e s t i ng e l i m i na t e s t he g ue s s w or k b y p r ovi di ng a m or e a c c ur a t e a nd p r e c i s e t e s t r e s ul t s . E xam p l e o f s om e e l e m e n t s w h i c h y ou c an t e s t u s i n g A / B t e s t i n g- C al l - t o- ac t i on b u t t on s a n d c al l - t o- ac t i on s t at e m e n t s : Y ou m a y c ha nge t he l a yout s o f t he b ut t ons o r t he a c t i on s t a t e m e nt s f or g e t t i ng m a xi m um c onve r s i ons o n y our s i t e . F or e xa m pl e y ou m a y r e pl a c e t he s t a t e m e nt " C he c k- O ut " w i t h " B uy- N ow " o r c a n s i m pl y c ha nge t he c ur r e nt c ol or o f t he “ C he c k- O ut ” b ut t on. B an n e r : Y o u m a y c ha nge t he b a nne r s t yl e m e s s a ge s o n t he b a nne r o r b a nne r p os i t i on o n t he w e b p a ge f or g e t t i ng m a xi m um c us t om e r a t t e nt i on. U t i l i z e t he A / B t e s t i ng t ool t o r e nde r a m or e i m pa c t f ul b a nne r d e s i gn f o r t he p r om ot i ons a nd o f f e r s o n y our s i t e . C on t ac t i n f or m at i on : Y o u m i ght w a nt t o k e e p t he c ont a c t i nf or m a t i on o n t op o f t he p a ge o r c r e a t e a m e nu l i nk f or i t w h e r e i t i s e a s i l y v i s i bl e t o t he u s e r s f o r g r a bbi ng d e s i r e d c onve r s i ons a nd s a l e s . P oi n t t o r e m e m b e r w h i l e p e r f or m i n g A / B t e s t i n g o r S p l i t t e s t i n g 1 . M a ke u s e o f 3 02 t e m por a r y r e di r e c t s i ns t e a d o f 3 01 pe r m a ne nt r e di r e c t s w h i l e d i r e c t i ng w e b c r a w l e r s t o t he A / B t e s t i ng U R L s . 2 . A l w a ys s how t he s a m e v e r s i on o f t he w e b p a ge s t o u s e r s a nd t he w e b s pi de r s . O t he r w i s e i t w i l l d e gr a de y our s e a r c h e ngi ne r a nki ng b e c a us e i t i s a ga i ns t t he s e a r c h e ngi ne g ui de l i ne s . slide 3: 3 . D o n ot p e r f or m A / B t e s t i ng f or v e r y l ong t i m e . I f y ou c a r r y t he t e s t f or m ont hs a nd k e e p c ont i nui ng t he n y our u s e r s w i l l b e c om e a w a r e o f t he d i f f e r e nt v e r s i ons o f w e b p a ge s t ha t y ou a r e s how i ng f or t he s a m e U R L t hi s w i l l a f f e c t t he t r us t w or t hi ne s s o f y our s i t e a m ong t he p e opl e . 4 . Y ou c a n s pl i t t he t r a f f i c i n a ny r a t i o b ut i t i s r e c om m e nde d t o k e e p t he r a t i o t o 5 0: 50 a s i t w i l l g i ve y ou a n u nbi a s e d r e s ul t . 5 . C he c k e a c h c om pone nt s e pa r a t e l y i n d i f f e r e nt t i m e s l ot s . B y d oi ng s o y ou c a n g e t a n u na m bi guous i de a a b out t he p e r f or m a nc e o f e a c h e l e m e nt i nde pe nde nt l y . T hus t he a bove g ui de l i ne s w i l l g i ve y ou a b r i e f i de a a bout h ow y ou c a n i m pr ove y ou s i t e s p e r f or m a nc e b y u s i ng A / B t e s t i n g o r S p l i t t e s t i n g . P r a c t i c i ng t he a bove m e nt i one d g ui de l i ne s w i l l h e l p y ou t o g e t a c onve r t i ng s i t e f or y our b us i ne s s . Y ou c a n u s e t hi s M oc ki ng F i s h t ool t o t e s t y our w e bs i t e a nd a c hi e ve a n i m pr ove d c onve r s i on b y o pt i m i z i ng t he c us t om e r e nga ge m e nt o n y our s i t e .

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