A/B Testing

What is A/B Testing?

When you run an A/B test, you compare one page against one or more variations that contain one major difference in an element of the control page. After a set amount of time, or visits, you compare the results to see how the change affected your results.

A/B testing is actually a nickname for a variety of testing that involves single element changes across multiple variations, so it might actually be A/B/C/D testing, but it is still called A/B testing and if you see A/B/n or Split Test that is just a more accurate expression of one control with many variations.

A/B Testing Designs for Higher Conversions

An introduction

Knowing that you should be testing, but not knowing where to start is a very common problem. To get you started, let’s look at a typical A/B testing process:

Where to start: Pick the most high profile pages on your site, including your homepage, pricing page, your landing pages, and other high traffic destinations.

What to test

There are fundamental elements that are common to most pages including the headline, your call-to-action design and button copy, form length, design and position. Some things to consider testing include:

  • The headline
  • Call-to-action copy
  • Images vs. video
  • Page copy
  • Video autoplay vs. user driven play
  • Form length
  • Multi-step forms

Gathering insight for a test

Before you know why you are going to run a test, you need to get some actionable insight into what could make your test effective. One of the best ways to do this is by using visitor feedback.

  • Add a survey to your pages to ask people questions about their experience.
  • Use live chat on your pages so that you can talk to people at the point of conversion.
  • Use online usability tools to see where people are dropping off.
  • Connect heatmap software to your page to see where the most clicked and focused areas of the page are.

Why are you testing?

A big mistake is trying to test something without a real purpose. This is where a test hypothesis comes in - a statement of what you are going to test and your theory behind why it will be a success. As an example:

“The page does not have a clear call-to-action, and prospects spend too long trying to understand what to do next. Adding a large orange button right under the main benefits will help them identify the CTA and perform our desired action.”

Once you have a hypothesis you’re in a better position to create a test page to compete against your original page in an A/B test.

How to test

Now that you’re ready to run a test, you need to follow a few rules to ensure your experiment is clean:

  • Each page in your test should receive at least 100 unique visitors
  • The test should last at least a week to account for different daily behaviors
  • The statistical significance of the experiment should be over 95% to remove the potential that your results are based on chance. This is a measure of confidence that your experiment is valid and can be ended, knowing that the results are trustworthy.

A/B Testing with Unbounce

Our simple yet powerful A/B testing lets you find out what your customers think, and allows you to prove which version of a page converts better - removing conjecture and opinion based testing.

More importantly, it increases the fun and creativity of online marketing.