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Everything You Should Know About A/B Testing

Describe A/B testing

A/B testing is also referred to as split testing. It is a randomized experimentation process in which two or more variations of a variable (web page, element, etc.) are displayed to various groups of website clients simultaneously to watch which version has the most significant influence on business metrics.  

A/B testing takes all the guesswork out of website organization and gives experience optimizers the ability to make data-backed judgments. In A/B testing, "control" or the initial testing variable is referred to as "A." the team "variant" or a fresh iteration of the original testing variable is used in B.  

The "winner" is the version that causes your company metric(s) to change for the better. You can optimize your website, and your company can raise ROI by implementing the adjustments of this winning variant on the page (s) or element (s) that you have already tested.

Each website has its conversion stats. For instance, it may be product sales in the context of e-commerce. Meanwhile, it can be the creation of qualified leads for B2B.

One of the main steps in the Conversion Rate Optimization (CRO) process is A/B testing, which allows you to collect qualitative and quantitative user data. With the help of the gathered data, you may learn more about user behavior, engagement levels, problems, and even user satisfaction with new and improved website features. You are undoubtedly missing a lot of potential company money if you aren't A/B testing your website.

Why Should You Take Into Account A/B Testing?

While B2B companies nowadays grumble about the large number of unqualified leads they get each month, e-commerce firms need help with a high cart abandonment rate. Meanwhile, more audience engagement is necessary for both media outlets and publishing businesses. Some typical problems, such as drop-offs on the payment page that leak in the conversion funnel, impact these key conversion metrics.

Here are a few arguments in favor of A/B testing:

  • Address Visitor Complaints

Visitors come to your website with a specific goal in mind. The reason behind it would be to learn more about your product, buy a particular item, read/learn more on a specific subject, or explore. Whatever the visitor's objective, they could experience certain common pain spots along the way. The CTA button, such as" purchase now," "request a trial," etc., may be difficult to spot or have ambiguous content.

  • Improve ROI from Current Traffic

The money you would pay for bringing quality traffic to your website is high, as most seasoned optimizers have come to understand. Without spending more money on obtaining new traffic, the A/B test enables you to increase the conversions of your current traffic. A/B testing helps enhance your return on investment since sometimes, even the most minor works to your website can result in the best outcome in total company conversions.

  • Lower the Bounce Rate.

One of the most crucial metrics to keep an eye on while evaluating the performance of your website is the bounce rate. Your website may have high bounce rate for several reasons, such as an abundance of options, mismatched expectations, poor navigation, excessive technical jargon, and others.

What Various A/B Test Kinds Are There?

After learning about which web page sections to test to improve your company KPIs, let's study the many testing methodologies and their benefits.

The four fundamental testing techniques are A/B testing, Split URL testing, Multivariate testing, and multiple testing. The first type, or A/B testing, was previously covered. Let's go to the others now.

  • Splitting Up URLs

Split URL testing and A/B testing often need to be clarified in the testing community. The two, however, are quite unlike. Split URL testing is a research method in which two completely different URLs for the same web page are examined to see which performs better.

A/B testing is often utilized when you want to test front-end modifications solely to your website. On the other hand,  your split URL testing is used when you want to significantly alter an existing page, particularly in design. You are unwilling to change the current web page design for the sake of comparison.

When you do a Split URL test, the traffic to your website is divided between the control (the original web page URL) and variants (the new web page URL), and the conversion rates of each are assessed to see which is the most effective.

  • Multivariate analysis (MVT)

To determine which combination of factors performs the best among all conceivable permutations, multivariate testing (MVT), a technique of experimentation, tests variations of many page variables at once. It is ideally suited for expert marketing product and development professionals since it is more complex than a standard A/B test.  

Here is an example to offer a more thorough explanation of multivariate testing. Consider choosing to test two iterations of the headlines, hero picture, and call-to-action button color on one of your landing pages. It implies that a total of 8 variants are produced and will all be examined simultaneously to see which variety will win.

Multivariate testing, when done correctly, may assist reduce the need to perform several consecutive A/B tests on a web page with comparable objectives. You may save time, money, and effort by running concurrent tests with more variants, which enables you to reach a decision as quickly as feasible.

  • Multipage Testing

Testing modifications to specific items over numerous pages is a kind of experimentation known as multipage testing. A multipage exam may be administered in two different ways. One option is to rewrite every page of your sales funnel, which creates your challenger sales funnel. You may test this challenger sales funnel against the control. Multipage testing for funnels is what this is.

Two, you can test the effects of adding or removing recurring components like security badges, testimonials, etc., on conversions across the whole funnel. This kind of multipage testing is known as classic or conventional.

How Do You an A/B Test Work?

How to conduct A/B Testing?. The idea of A/B testing is to present… | by  Isak Kabir | Towards Data Science

A/B testing gives a somewhat organized technique to determine what functions well and poorly in any marketing strategy. The majority of marketing initiatives aim to increase traffic. Presenting visitors to your website with the most excellent possible experience becomes essential as traffic acquisition grows more challenging and costly. It will enable them to convert the most quickly and effectively possible and help them to reach their objectives. You may maximize your current traffic and boost income by using A/B testing in marketing.

By identifying the most critical areas that need improvement, a systematic A/B testing programme may increase the profitability of marketing initiatives. A/B testing is evolving from a one-off, unstructured activity to one that is more ongoing and organized. It should always be carried out as part of a straightforward CRO approach. It generally entails the following actions:

Step 1: Research

One must thoroughly investigate the website's existing performance before developing an A/B testing strategy. You will need to gather information on the number of visitors to the site, the most popular pages, the various conversion objectives of the multiple locations, etc. Quantitative website analytics tools like Google Analytics, Omniture, Mixpane, etc., may help you identify your most frequented pages. Pages with the most fantastic time spent on them, or pages with the highest bounce rate, can be included in the A/B testing tools utilized here. For instance, you could begin by shortlisting the sites with the best potential for sales or the most significant volume of daily visitors. Then, you may explore the qualitative elements of this traffic in more detail.

The most popular method for determining what visitors are scrolling to, where they spend the most time, etc., is called a heatmap tool. It might aid in locating trouble spots on your website. Website user surveys are another well-liked method for doing more meaningful research. Surveys often draw attention to problems overlooked in aggregate data and may be a direct link between your website staff and the end user.

Quantitative and qualitative research may assist us in getting ready for the subsequent process step by providing us with actionable findings.

Step 2: Make Observations and Generate Hypotheses

By recording research findings and developing conversion-boosting hypotheses based on data, you may get closer to your company objectives. Your test campaign would be meaningless without them. The only data you can collect using qualitative and quantitative research tools is on visitor behavior. It is now up to you to examine and interpret that information. The best method to use every piece of gathered data is to study it, make careful observations about it, and then use websites and user insights to create hypotheses supported by the data. When an idea is ready, test it using various criteria, including your level of confidence in it, how it will affect larger objectives, how simple it is to implement, and so on.

Step 3: Develop Alternatives

Your testing application should then create a variant based on your hypothesis and an A/B test comparing it to the current version (control). A version is an additional iteration of your current iteration that includes modifications you wish to test. To determine which variant performs the best, test several iterations against the control. Create a variant based on your theory of what may function from a UX viewpoint. How many individuals, for instance, need to complete forms? Is there too form or a state without any personal information-requesting elements?

Step 4: Conduct the Exam

Decide on the testing methodology and method you wish to utilize before moving on to this phase. Once you have decided which of these kinds and techniques best fits your website's requirements and commercial objectives, smart the test and wait the allocated amount of time for statistically significant results. Whatever approach you use, remember that the final findings will depend on your testing strategy and statistical precision.

The timing of the test campaign is one such example of a condition. The test's length and timing must be perfect. Calculate the test duration taking into account the number of visitors you receive on an average daily and monthly basis, the number of variations (including the control), the percentage of customers included in the test, and other factors.

To determine the length of time your Google A/B tests should run for statistically meaningful results, use our Bayesian Calculator.

Step 5: Evaluate Outcomes and Implement Improvements

Even though this is the last phase in determining your campaign winner, it is crucial to analyze that data. Your whole trip unravels at this stage since A/B testing requires ongoing data collection and analysis. Consider indicators like percentage increase, confidence level, direct and indirect influence on other metrics, etc., while analyzing the test findings after completion. If the test is successful, deploy the winning variant after considering these figures. Conclude the test if it is still inconclusive and use them in your following testing.

Examples of A/B testing                  

Here are some A/B testing examples that you must know:

A/B testing in the publishing and media industries

One or more objectives of a media or publishing company can be to grow their readership and audience, raise subscriptions, increase the number of time visitors spend on their website, increase video views and other content pieces via social sharing, and so forth. You may experiment with different iterations of social sharing buttons, highlighted subscription offers, suggested content, email sign-up modals, and other advertising choices.

Anyone who uses Netflix can attest to the quality of their streaming service. But only some are aware of how they can achieve such success. It is how: To offer what other companies still fail to do despite their best efforts, Netflix uses an organized and rigorous A/B testing process. Personalization is one method they use t demonstrate how they achieve it.

For its homepage, Netflix makes heavy use of personalization. In order to provide each customer with the best possible experience, Netflix customizes the homepage based on their profile. Based on the users' streaming preferences and history, they choose how many rows to display on the homepage and which programmes and movies to show in each row.

Personalization of Netflix

Media title pages also go through a similar technique. Netflix customizes these sites by showing us the titles we are most likely to view, their thumbnails, the header working that entices us to click, whether or not social proof influences our choice, and other factors. Furthermore, this is just the tip of the iceberg.

A/B Testing for the Travel Sector

Through A/B testing, you may raise your website or mobile app's successful booking rate, ancillary sales income, and more. You may check the search modals on your home page, the search results page, how auxiliary products are shown, your checkout progress bar, and other things.

Regarding implementing A/B testing for their optimization requirements, Booking.com exceeds all other e-commerce companies in the travel sector. They conduct tests as though no one is watching. Since the company's start, Booking.com has seen A/B testing as the treadmill that creates a flywheel effect for revenue. Booking.com conducts A/B tests on an unprecedented scale, particularly when it comes to copy testing. Almost 1000 A/B tests are now running on the Booking.com website, as you read this.

Booking.com has been doing Google A/B tests for more than ten years, yet they still believe there is room for improvement. And it is for this reason that Booking.com is the clear winner. A/B testing has been a part of Booking.com's standard operating procedure ever since the company's founding. By removing HiPPOs and placing data above everything else, they could raise their testing velocity to its current pace. All of Booking.com's workers were permitted to conduct tests on concepts they believed may advance the company's success in order to enhance testing velocity further.

This illustration shows the extent to which Booking .com will go to enhance user experience on their website. In 2017, Booking.com expanded its market by including vacation rentals alongside hotels. Due to this, Booking.com joined forces with native advertising network Outbrain to develop their worldwide property owner registration.

The Booking.com team saw after a few days of the launch that although many property owners completed the first sign-up process, they needed help moving further. The sign-up method was utilized on pages created for their native campaigns' sponsored search.

Both teams wrote three different versions of the text for Booking.com's landing page once they chose to collaborate. The variants now include information like social proof, accolades, user incentives, etc.


After reading this in-depth blog on A/B testing, you should be prepared to create your own optimization roadmap. You need to give data the significance it deserves to avoid making both significant and tiny errors. Therefore, carefully follow each step involved. When it comes to increasing your website's conversion rates, A/B testing meaning is crucial.

A/B testing may significantly lower the risks of launching an optimization programme if done with great devotion and using the information you already possess. Removing all weak connections and identifying your website's best optimal version will also greatly enhance your website's user experience (UX).

Share this blog if you find it helpful to other experience optimizers so they may avoid the most frequent problems while doing Google A/B tests.

Yogesh Pant

Yogesh Pant is a CEO and founder of Mtoag Technologies, a Top mobile app development company specialized in android and iOS app development.

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