Like a science experiment, launching a digital asset like a website requires trial and error. You have a site or app you want to launch, and you want to determine if it will generate leads for your business.
Before launching your website or app, you might want to measure its performance. One of several ways you can evaluate your site or app performance is by running an A/B test.
Why Should You Run an A/B Test?
Also known as split testing, A/B testing involves comparing two versions of the same digital asset to decide which version works better. This process happens during the web design and development stage of a website or app.
Most businesses combine experience, instinct, and personal opinion when deciding what campaigns work for their customers. Sometimes it works, sometimes it doesn’t. A/B testing gives substantial data that can help you make critical business decisions.
The process helps you answer essential business questions, like which version will generate more traffic. For example, you might learn that a copy for one version leads to more people clicking your call to action. These insights will help you continuously improve the effectiveness of your site.
Types of A/B Tests
A/B tests can be qualitative and quantitative. Some examples are:
The type of A/B testing will depend on your business goals and resources.
What Goes Into A/B Testing
You set up two versions of your asset-one is the control, and the other is the variant. Visitors browse both versions, and the one with the highest conversions wins.
If the variant has the most conversions, it becomes the new control. When running another A/B test, the designer could create a new version, which becomes the new variant. You can also set up more than one variant and have them tested against the control.
Experts in web design and development recommend A/B testing for at least one to two business cycles. This period allows you to account for:
The testing stops once you’ve reached statistical significance for your predetermined sample size. You can determine the sample size using an online calculator.
It’s also essential to run your tests in weekly increments. Doing so will help you identify how your site traffic changes every day of the week.
It’s worth noting that A/B testing does not guarantee a successful website or app. Other factors will affect your digital asset after the test and official launch. With constant monitoring, you can see how your site or app performs. You can catch mistakes and opportunities and adjust your digital assets accordingly.
