{"id":31466,"date":"2020-07-06T13:12:14","date_gmt":"2020-07-06T11:12:14","guid":{"rendered":"https:\/\/wpkraken.io\/?p=31466"},"modified":"2020-07-06T13:12:14","modified_gmt":"2020-07-06T11:12:14","slug":"a-b-testing","status":"publish","type":"post","link":"https:\/\/wpkraken.io\/blog\/a-b-testing\/","title":{"rendered":"A\/B Testing: You\u2019ll Never Have To Guess The Outcomes"},"content":{"rendered":"\n

We have a saying in Poland: \u2018the better is the enemy of the good.\u2019 And while I don\u2019t entirely agree with it, I think it reflects something everyone is afraid of, not only Poles. What if, by improving something good, we\u2019ll actually make it worse?<\/strong> After all, if it ain\u2019t broken, don\u2019t fix it, they say.<\/p>\n\n\n\n

Sometimes we don\u2019t even know if enhancing our product is the way to go. And if we know it is – it\u2019s hard to pin down what needs fixing<\/strong> and how to make it better. And every so often we stand in front of the ubiquitous dilemma: blue font or red font? A picture of a puppy or a picture of a kitten? This or that? A or B?<\/p>\n\n\n\n

That\u2019s when A\/B testing, also known as split testing<\/strong> or bucket testing<\/strong>, comes to the rescue. Introducing an easy pattern for live-testing different scenarios and solutions, it lights the way to achieving the best results – and provides data to support your decisions!<\/p>\n\n\n\n

Why A\/B Testing Is A King<\/h2>\n\n\n\n

They say that the key to getting anyone to choose anything is narrowing the area of choice<\/strong>. Think of the last time someone asked you to order something for lunch. The options are endless! Even if you decide on one cuisine, say Italian, there\u2019s the ultimate battle of pasta vs. pizza. And even if you manage to choose one of them, should you go for a carbonara or aglio e oglio? Mozzarella di buffala or prosciutto di parma? Hours pass, your lunch partner went home (or died of starvation), and you\u2019re still there wondering if a good old kebab wouldn\u2019t be better.<\/p>\n\n\n\n

\"A\/B<\/figure>\n\n\n\n

If you\u2019re capable of fishing out that one special thing from an ocean of others, kudos to you, my friend. How do you do this?! Most of us feel lost when facing too many options at once! In fact, the term \u2018overchoice\u2019 has been coined to reflect this state of initial paralysis and post-decision regret (the more the possibilities, the higher the chance of you regretting the one you chose).<\/p>\n\n\n\n

What\u2019s A\/B testing? In a pinch, it\u2019s giving your users two options<\/strong> (hence the \u2018A\u2019 \/ \u2018B\u2019) and seeing which of them checks out better<\/strong>.<\/p>\n\n\n\n

Think of it as sort of an experiment<\/strong>, in which you\u2019re randomly showing your users two variants of your page. Then, you analyze their performance, combine it with statistics and your conversion goals. The answer to which of these versions should be implemented to the final product will show up right in front of your eyes.<\/p>\n\n\n\n

A\/B Testing As A Way Of Introducing Changes To Your Website<\/h2>\n\n\n\n

Of course, A\/B testing is not only useful for new products – it\u2019s proven to be an excellent and effective method of introducing changes<\/strong> to your existing design. If you experience low conversion rates or hit a plateau, bucket testing will determine the source of the problem and pin down the right steps to heal it. If you\u2019re not the person who has the final say, the results of those tests will help you prove that it\u2019s time to mix things up.<\/p>\n\n\n\n

\"Split<\/figure>\n\n\n\n

The results of A\/B testing will show the impact of the proposed changes based on accurate, verifiable data<\/strong>. You won\u2019t step inside the world of web design blindfolded ever again. You\u2019ll never have to guess the best solution.<\/p>\n\n\n\n

Split Testing Saves You Money<\/h2>\n\n\n\n

Let\u2019s face it – many businesses don\u2019t have the budget for an entirely new website anytime the novelty wears off. A\/B testing has been proven to be an effective method of tracking your site\u2019s weak spot<\/strong>s and fixing precisely what needs some TLC, no fluff. This is cost-effective<\/strong> and saves you the time<\/strong> you\u2019d have to sacrifice for an entirely new product.<\/p>\n\n\n\n

Thanks to A\/B testing, you can direct your budget to the places that need it the most<\/strong> and work your way from there. It\u2019ll also save you from investing in random changes that may or may not bring the expected results. No more playing roulette with your website!<\/p>\n\n\n\n

It Helps You Understand Your Website & Your Audience<\/h2>\n\n\n\n

If you\u2019re relatively new to the concept of running a website, you\u2019re probably learning as you go, making lessons from your own failures, and carefully observing the others. Maybe you\u2019re saving every penny so you could partner up with an expert<\/a>. Perhaps you\u2019re hoping a fairy godmother will tell you the secret to the best conversion rates in your sleep.<\/p>\n\n\n\n

\"Testing<\/figure>\n\n\n\n

What if I tell you that you can find it out by yourself, and considerably faster than waiting for a good dream or a reasonably-priced professional? By introducing a series of A\/B tests, you\u2019ll instantly have a better understanding of your users\u2019 behavior and engagement<\/strong>. Hard data will help you grasp the reason behind the impact of certain webpage elements on your clients. This can either prove you right or make you forever question your intuition – don\u2019t say I didn\u2019t warn you. But hey, finding out that you\u2019ve been wrong about everything is also learning, right?<\/p>\n\n\n\n

It Gives You Nice & Clear Demonstration Material<\/h2>\n\n\n\n

No matter the type of your product and your current situation, running A\/B tests gives you a perfect mock-up of possible outcomes. The data that you get out of it will be undisputed and easy to demonstrate in any way you please: graphs, comparisons, numbers, you name it.<\/p>\n\n\n\n

If you\u2019re working on a product for a client with strong opinions that may not be the best solution for their business, the results of bucket testing will serve as an excellent gateway to discussing other options. Similarly, if you need to convince your boss or the company\u2019s board that some things don\u2019t work anymore (or never did), it\u2019ll be more efficient to show them the research behind it. They\u2019ll be more likely to agree to aimed, budget-friendly improvements anyways.<\/p>\n\n\n\n

On the other hand, split testing can lead to surprising results: maybe the \u2018better\u2019 is the enemy of the \u2018good\u2019 after all? In some cases, the outcome of an A\/B test can tell you you really should stick to what you have\u2026 or work harder to come up with a new solution!<\/p>\n\n\n\n

\"With<\/figure>\n\n\n\n

Food For Thoughts<\/h2>\n\n\n\n

A lot of the time, website owners say: \u2018something\u2019s not working, the click-through rate hit rock bottom, but we don\u2019t know for what reason and how to fix it.\u2019 Well, the chances are that most of your product does its job, but you\u2019re missing out on one key element that collapses the entire pyramid.<\/p>\n\n\n\n

Say you\u2019re running an eCommerce store, and you\u2019ve found out that a lot of your clients don\u2019t hit that final \u2018buy\u2019 button. At the same time, they tend to go for \u2018clear your basket\u2019 option. One way of dealing with this would be marking down your products so that the prices would be more appealing, and more people would actually click all the way through the process.<\/p>\n\n\n\n

But what if we run some A\/B tests first to determine what is really the cause of the problem?<\/p>\n\n\n\n

By introducing a small change to a website variation, we might discover that the problem wasn\u2019t actually in the products themselves<\/strong> or their price. It may turn out that the reason for so many people clearing their baskets was actually\u2026 the color of the button leading to it!<\/p>\n\n\n\n

\"Bucket<\/figure>\n\n\n\n

The initial design didn\u2019t respond to the users\u2019 intuition<\/strong>, so they didn\u2019t empty their baskets on purpose. In fact, some of them may have been so frustrated by this fact that they\u2019ve ditched the idea of buying anything at all. As a result of bucket testing, we\u2019ve received a thorough analysis of our users\u2019 engagement, backed up by statistics<\/strong>.<\/p>\n\n\n\n

A\/B testing has saved us from sacrificing our profits by giving us a clear-cut, unmistakable proof<\/strong> of how changing one button will affect the sales and the clients\u2019 satisfaction.<\/p>\n\n\n\n

How To Get Started With A\/B Testing<\/h2>\n\n\n\n

I hope I got you excited for your first A\/B test results. If you can\u2019t wait to see them, start by collecting data from your website\u2019s highest traffic areas<\/strong>. Look for sites with low conversion or high drop-off rate, then establish a measurable goal that will determine if a variation of these features is better than the original.<\/p>\n\n\n\n

Then it\u2019s time to get creative! Team up for a brainstorming session or concentrate and be the hero your product needs. Once you have a list of ideas for your \u201cB\u201d versions<\/strong>, curate it, and prioritize the tasks<\/strong> – remember that some may be more complicated than others. Make sure that your variations are still variations, not two totally different visions – if you implement too many changes at once, the results will be blurred and misleading.<\/p>\n\n\n\n

\"Red<\/figure>\n\n\n\n

A\/B testing software is relatively easy to operate, as a lot of tools feature a visual editor<\/strong> for maximum convenience and minimal learning curve. Still, make sure you run your tests through a QA process<\/strong> – yup, it\u2019s kind of a QA inception if you think about it \ud83d\ude09<\/p>\n\n\n\n

For the next few days, your users will randomly experience both versions of the website. Each visit will be measured and compared. After the testing time is done, your software will analyze the gathered data<\/strong> and give you a detailed report<\/strong>.<\/p>\n\n\n\n

Split Testing – A Cure-All?<\/h2>\n\n\n\n

In fact, split testing is much more versatile<\/strong>. The ways of using it to your advantage go way beyond checking for best design or best placement of critical features. Here\u2019s a couple of ideas on how to squeeze the most out of this technique:<\/p>\n\n\n\n

  • Create and test two versions of ad copy to see which attracts more clicks;<\/li>
  • Come up with two layouts of a landing page to see which converts better;<\/li>
  • Post a video and an image on your social media to determine which is more attractive for your followers;<\/li>
  • Tweet different styles of texts (emoji vs. no emoji, quote vs. link, etc.) or even different wording to address your audience the best possible way;<\/li>
  • Release ads with different CTAs and track the click-through rate;<\/li>
  • Make the best use out of targeted ads tools to get a deeper insight into different user groups.<\/li><\/ul>\n\n\n\n

    So\u2026 Should You Try A\/B Testing?<\/h2>\n\n\n\n

    Absolutely yes! The tools make the process easy and intuitive, and the outcome is extremely useful data that\u2019s hard to question<\/strong>. It can be analyzed and showcased in many different ways and scenarios, giving you a professional report that leaves no room for guesswork.<\/p>\n\n\n\n

    With split testing, you\u2019ll save time and money and learn a lot about your website and its users. What\u2019s more, you can learn a bit more about yourself and your intuition too! It\u2019s a giant step towards the best version of your product – don\u2019t miss out on it.<\/p>\n","protected":false},"excerpt":{"rendered":"

    If you ever wondered if your users will like a blue button more than a green one, this one’s for you.<\/p>\n","protected":false},"author":41,"featured_media":31477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[94],"tags":[],"_links":{"self":[{"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/posts\/31466"}],"collection":[{"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/users\/41"}],"replies":[{"embeddable":true,"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/comments?post=31466"}],"version-history":[{"count":0,"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/posts\/31466\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/media\/31477"}],"wp:attachment":[{"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/media?parent=31466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/categories?post=31466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wpkraken.io\/wp-json\/wp\/v2\/tags?post=31466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}