A/B Testing is a fundamental part of a conversion rate optimisation testing plan. A/B Testing essentially is a process of creating two versions of a webpage or app, and comparing each version to determine which design performs better.
How A/B Testing Works?
A/B Testing works by taking a design of a webpage or app screen and modifying the second version to provide a different way of displaying an element of the page or a redesign of the whole page.
Once ready option A goes live to half of your website/app traffic this is known as the control and then option B goes live to the other half of your website/app traffic this is known as the variant.
The engagement of both the control and variant are measured and collected within analytics and this data is analysed to determine which version had a positive or negative effect on the behaviour of the visitor.
Why conduct A/B Testing?
The main purpose of A/B Testing is, to help find an optimal design or layout of a webpage or app screen to help increase conversion rate. A/B Testing enables a business to develop and improve their user journey and experience whilst gaining valuable data and insight into their user behaviour.
The flip side to A/B Testing is that it can also prove that the hypothesis of the suggested change can be proven wrong and that the existing design/layout is converting and another part of the journey needs analysing and testing.
A/B Testing is not a one off process, it can be used to continually improve the user journey or provide a better design for a visitor with the overall goal of increasing conversion rate.
Start A/B testing today!
A/B Testing should be part of an overall CRO strategy, conducting tests should be based on full data analysis with the overall goal of improving user experience and increasing conversion rate.