Starting a new business or idea involves various tasks and in today’s technologically fuelled society ensuring that an accessible, exciting and unique website or app are vital to success. A/B testing is a step you can take to avoid potential mistakes or let you try out a few possibilities if you can’t make a decision!
A/B Testing –> Essentially you have two versions of the element you want to test (e.g. website) and a metric is used to determine success (e.g. most people who purchased, went to next page). FINALLY you can see what variables are working successfully on your marketing tool and what are not.
Compare it to your year 10 science class where you changed 1 or two variables to see what difference it made however you might be more inclined to find the best result in this case!
Who has used A/B Testing??
THE OBAMA CAMPAIGN
In 2008 Obama’s presidential campaign team decided that the success of their website campaign would be the difference of millions of dollars and they were right! Compare the two home-pages and guess which was the winner.
Two simple changes: swapping the “sign up” button to “learn more” and changing the headlining picture to capture more emotion resulted in 40% increase in sign- ups and an estimated additional $60million!
So it is confirmed that A/B testing is being used, even if we don’t know it.
Now you want to start an A/B test.
Where to begin?
What to test?
Here are some of (what I view as) the key areas that you can focus on and alter between your two websites. Find out which one gives you the best results!
- Layout – often hard to make a decision on, homepage format and contents of site
- Call to actions – word placement, font and wording (All very important variables that can make a big difference!
- Images – how big, where they are, how effectively they convey a message
- Detail – do you want your website to me simple, straight to the point or hold a lot of information?
I think A/B Testing is a very straightforward measure of effective market research. I think it is practical and produces thorough information that can lead to drastic changes in consumer response. If i was to start up a website I would definitely experiment with this sort of testing as ultimately you can stop the testing when it suits you and could result in important gains. What do you think?
Want to see who else has used A/B Testing?