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Although A/B testing has helped many companies improve sales, increase revenue and generate leads, it is still not an adopted practice in part because many organizations either don’t know about it or don’t know how to do it. 4imprint’s newest Blue Paper®, podcast and infographic, Learn to Read: The ABCs of A/B Testing, include steps businesses can use to get started with A/B testing including goal identification, hypothesis development and test element determination.
Citation preview
The basics
A road you should travel
The benefits
Plus it is …
The barriers
The beginning
Use A/B testing on …
A/B testing can …
Seven steps to get started:
• Reasons for variant preference remains unknown• Can’t assist improving other site aspects
2 versions of an element (A or B) are presented unknowingly to website visitors to determine which version performs better.
• Sales• Subscriptions• New accounts
• No long-term planning• Only immediate feedback
A
Headlines
Headline HEADLINEProduct
descriptions
Websitelayouts
Pricing/promotional
offers
Images
A
B
B
OFFEROffer
Increasesales
Improveconversion
rates
Raiserevenue
Increase leadgeneration
Ecommerceleads increase
20-25%
B2B leadsincrease
30-40%
Affordable Easy tomaintain
Measuressmall changes
Providesresults
Only measuresa single keyperformance
indicator
Focuses onlyon short-term
goals
Fails to capture behavioral
insights
A/B testing …
• No usability specialists required• Low maintenance costs
• Replicable• Requires few resources
• Button size• Font• Punctuation
• Measures actual behavior• No more guesswork
1.
7.
2.
3. 4.
5. 6.
Formulate a question: “Willthe search buttonlocation make adifference withbounce rate?”
Research: Understand
customer behaviorwith analytic tools
Report:Share results
with the teamto assist in
future planning
Set benchmarks: Determinethe amount of time or number
of visitors needed to obtainstatistically significant results
Test: Create anA/B test to checkyour hypothesis
Develop hypothesis:“When the search buttonis on the left, visitors stay
on the site longer”
Analyze:Collect resultsand analyze to
formulate conclusions
Transform your website and become anonline marketing master with A/B testing.
Sources:
1. Soskey, Ginny. “11 Common A/B Testing Myths BUSTED.” Hubspot. N.p., 12 Mar. 2013. Web. 29 Apr. 2014. <http://blog.hubspot.com/blog/tabid/6307/bid/34254/11-Common-A-B-Testing-Myths-BUSTED.aspx>.
2. Chopra, Paras. “Mulitvariant Testing in Action.” Smashing Magazine. N.p., 24 Nov. 2010. Web. 05 May 2014.
3. Nielsen, Jakob. “Putting A/B Testing in Its Place.” Neilsen Norman Group. N.p., n.d. Web. 30 Apr. 2014. <http://www.nngroup.com/articles/putting-ab-testing-in-its-place/>.
4. “The Complete Guide to A/B Testing.” A/B Testing: The Complete Guide N.p., n.d. Web. 15 May 2014. <https://visualwebsiteoptimizer.com/ab-testing/>.
You may reproduce and distribute this infographic in its entirety. You may not create derivative works. (Licensed under the Creative Commons: http://creativecommons.org/licenses/by-nd/3.0/)
www.4imprint.com
Infographic created by www.4imprint.com, based on the AB Testing Blue Paper®. Download Blue Paper at: http://info.4imprint.com/bluepapers/ab-testing/
A/B testing