Do you know how to easily check which product or content will be best suited for your customers? The answer to this is A/B testing. Thanks to this article, you will learn what A/B tests are, how to carry them out effectively and what mistakes should be avoided. We will also explain multidimensional tests and what they are suitable for.
What is A/B testing? A/B tests consist of creating two variants of a landing page that differ in just one element. In A/B tests you should not test several elements at the same time, as then you will be unable to determine which of them had a greater impact on the effectiveness of the landing page. Creating two versions differing in a single element will help to understand the users’ behaviour more precisely.
This type of test will allow us to determine which specific element on the landing page we should consider changing. The tests show which elements of the page have a Positive effect on the behaviour of the recipients, e. g. we can check if placing a video on the site will have a positive impact on the perception of the website, which in turn will increase the number of user registrations. The A/B tests are based on a single variable – for example, the colour of the header. Multi-variant tests are used to test multiple variables, in which case one change may involve several elements, for example: header colour, button colour and image size.
This data is collected by an appropriate tool and then analysed. Once the results are available, it can be determined whether the improvements implemented have had a positive, negative or neutral impact on user behaviour.
When tracking the customer’s purchase path in an online store, we see that after adding the product to the shopping cart and proceeding to registration, many users leave the subpage without making a purchase. Therefore, you may suspect that the reason is the need to register an account without being able to make a purchase as a guest. Therefore, a modification of the page is introduced in the form of the possibility of purchase without registration.
The control group displays the original version of the subpage, while the experimental new version. Then tests are carried out. The data received indicate that users who could make a purchase without registration more often finalized the order compared to the other users.
These tests will provide you with information about the user’s interaction with your website in order to help you maximize conversion. For the results to be reliable, the test must be Implemented correctly, at the right time and place using the correct variable.
Self-testing involves the risk of misreading data or high Programming costs. On the other hand, developing a testing framework that will be specifically tailored for our store will bring far greater benefits than any sort of external system. Inexpensive web applications will allow us to start testing almost immediately and I recommend such a solution to stores that are on a tight budget.