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What is A/B Testing?
A/B Testing compares two or more versions of your website content to see which best lifts your conversions, sales, or other success metrics you identify. Use A/B Testing to compare changes to your page against your original page design to determine which experience produces the best results with your target audience. Performing A/B testing is particularly useful when you have a clear hypothesis of ways to improve your conversion goal with alternative content delivery.
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Why should you use A/B Testing?
Well-planned A/B tests with a clear hypothesis and accurate results can make a considerable difference in the effectiveness of your marketing efforts. Narrowing down the most effective elements of a page layout, promotion or targeted action, and then combining them, can obviously make your marketing efforts much more profitable and successful.
For instance, A/B Testing allows you to make the most out of your existing website traffic. While the cost of acquiring paid traffic can be considerably high, the cost of increasing your conversion funnel with testing and optimisation is minimal. The ROI of A/B Testing can be quite high, as even small changes on a landing page or website can result in significant increases in leads generated, conversions and revenue.
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What can you test?
Test your website layout, content and design.
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Targeting Actions available for A/B testing: - Redirect
- Show or Hide and HTML Element
- Run JavaScript
- Show Lightbox
- Exit Intent
- Promotion Code
- Notification Box
- Show Banner
- Show Widget
- Product Stat Notifier
- Flow
- Set Inner HTML of HTML Element
- Search Box Autofill
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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.
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What makes RMC A/B Testing different?
Versatile testing capabilities
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