A/B testing has been around for some time, but what exactly is it?
According to an article done by Paras Chopra, the founder of Visual Website Optimizer, the world’s easiest A/B testing tool and is being used by thousands of companies worldwide across 75+ countries, A/B testing is having two versions of a webpage, version A and B. A would be the existing webpage design while B would be the new design a company would want to try out. Website traffic will then be split between the 2 sites, and performance will then be measured. At the end the company will choose the version that performed better.
A/B testing has proven to work and help improve companies’ business performance and increase conversion rates. Below are some examples:
WriteWork found that despite high traffic volume on their site, they were seeing little conversions. Using feedback collected from customer surveys, they then deduced it must be the landing page. Unlike the old page on the left, the new page highlighted the benefits to customers, and thus helped reduce bounce rate through A/B testing.
During President Barak Obama’s 2008 presidential campaign, the team found out that perhaps a change in web design could boost campaign funding from $10,000 to $10,000,000. They then made use of A/B testing, and tested which visuals would produce the best results. After testing over 24 combinations, the picture on the right was the winning one with emotion from the Obama family picture combined with the Learn More button. This change led to a jump of 40% increase in sign-up rates, and even led to $60 million more of donations to the campaign.
3. Kwik Fit
Kwik Fit is a U.K.-based insurance intermediary and relies heavily on its digital presence. They wanted to find a way to increase the number of visitors that land on its landing page to purchase a product from their highest-profiting product line. They then conducted an A/B test that looked at page layout, content and design on its affiliate landing pages. Unlike the picture on the left which was text heavy and hard to pick out key points, the final picture on the right picks out the unique aspects, and is much easier for users to skim through and find out what they need, therefore increasing registration rates by 12% and boosting the number of confirmed purchases by 78%.
From the above examples it is clear how A/B testing can boost a company’s performance, and increase conversion rates. However, not many companies are even aware that such a testing even exists, and hence I feel that much more awareness should be spread about this kind of testing as it definitely will improve the strategies undertaken by a company doing business.