Looking at Conversion Rates and Measurements
A/B testing starts with a hypothesis. You suspect that making a content or design change would improve your conversion rates and you put theory to the test. For example, you can test a download button versus a link, or if one subject line will cause more readers to open an email, or whether a particular design gets better results.
The different content elements, or variants, are configured for a split test with traffic. The test results will indicate the success of one element over another based on what you’ve decided to measure: the number of visitors, open rates, clickthroughs, sign ups, subscriptions, or any other component. The two elements are monitored until a statistically sufficient measurement is achieved.
Conversion rates can also be measured in revenue. You might consider the number of sales along with the impact of a change on actual sales revenue. Remember that conversion rates can be any measurable action and are not just restricted to ecommerce sites and sales.
They can include: sales made, leads generated, newsletter signups, clicks on banners, or time spent on the site.
What sort of metrics should you be paying attention to when it comes to A/B testing? That depends on your hypothesis and goals. However, you should pay take note of metrics that indicate how engaged your audience is with your marketing materials.
If you are testing a web page, look at the number of unique visitors, return visitors, how much time they are spending on the page, as well as the bounce and exit rates. For an email, you will want to see who opens it and clicks through to your call to action.