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A/B Testing is a method of comparing two or more versions of
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can you test?
Test your website layout, content and design.
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Targeting Actions available for A/B testing:
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A/B testing process
The correct way to run an A/B testing is to follow a process. The following is an A/B testing guideline you can use to start running your tests:
- Study your website data: Your analytics tool will help you find the problem areas in your conversion funnel. Look for pages with high drop-off rates or low conversion rates that can be improved.
- Identify conversion goals: Conversion goals are the metrics that you will be using to determine whether or not the variation is more successful than the original version. RMC allows you to define your own conversion goals. Depending on your action, a goal can be anything from purchases to clicking a link and newsletter subscriptions.
- Generate hypothesis: Once you have identified areas of improvement and a goal, you can begin building a hypothesis aimed at increasing conversions.
- Create variations: Use targeting actions to make the desired changes to an element of your website or to build an experience. Once you have created a targeting action, create different variations of it to test against the original. This might be changing the colour of a button, hiding page elements, or displaying a popup with a special offer.
- Select your target audience: Add Targeting Rules to run the test only on visitors that match the specific segment criteria you are specifically targeting, rather than to all visitors to your site.
- Run your testing campaign: Launch your testing campaign and wait for your visitors to participate. Visitors will be randomly appointed to either the control group or a variation of your targeted action. Each visitor interaction is counted and measured to determine how different variations perform.
- Analyse test data: Analyse your A/B test results, and see which variation delivered the highest conversions and whether there is a statistically significant difference.
- Implement winner: If your test result indicates that one of the changes significantly improved conversion, declare the variant as the winner and go ahead with its implementation. If the test remains inconclusive, either allocate more time or go back to step 3 and rework your hypothesis.
What makes RMC A/B Testing different?
Versatile testing capabilities – RMC's versatile testing capabilities allow you to analyse and optimise overall visitors' experience of each personalisation you make to your site. Personalised content, popups, offers, and design, wherever your personalised changes appear, they can be included in a test.
Audience based testing – The ability to test the effects of versions on limited customer customer segments, rather than all visitors to your site, saves you time by eliminating irrelevant data, and allows you to achieve greater precision by showing the action to customers who match the segment that you intended to market to. All other website visitors will continue to see the original version of your site, in return minimising any lost conversions due to the testing.
Control group selector – RMC's control group selector allows you to choose a percentage of your audience who will not see the changes being tested, giving you a point of reference by which to judge your key performance indicators.
Multiple page testing – You have the ability to test an action across multiple pages. This means that an action can be tied to many pages on your site(s), but tested as a single variable.
Data driven optimisation – RMC allows you to see the performance of each version based on the custom conversion metric you have selected. You can see the data on changes you have made in real-time, easily point out the underperforming actions and decide which actions to implement based on test results.