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A/B Testing

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A/B Testing Increases Conversion Rates

A/B testing is one of the easiest ways to increase conversion rates and learn more about your audience as you test websites, but is still underused by online marketing professionals. This is because any form of testing is often assumed to be very technical, time consuming, and difficult to implement. But this is just not the case. When you consider the value of conversion rates and customer insights, it’s impossible to ignore such a simple form of testing that supports website optimization.
 
How It Works

A/B testing does pretty much what the name suggests. It tests a control version A against a different version B to measure which one is most successful—based on a metric you are measuring. You can split traffic on your website so visitors experience different web page content on version A and version B of a page while you monitor visitor actions to identify the version that yields the highest conversion rate where they perform a desired action.
 
By testing with live visitors on your site, you learn preferred experience from real users. Through A/B testing you also learn which visitor segments consistently perform better with specific content and improve website optimization. Once you get good at A/B testing, robust applications of A/B testing like Multivariate Testing are a logical next step.
 
Conversion Rates and Measurement

A/B testing—AKA AB testing or split testing—starts with a hypothesis of the types of content changes that could impact your conversion rates. For example, you might test if will a download button result in more downloads than a download link.
 
The different webpage content elements—or variants—are configured for a split test and traffic is split between the variants. The test results indicate the conversion rate of one variant over another and are monitored until a statistically sufficient number of visitors have been included in the test.
Conversion rates can also be measured in revenue. Instead of the number of sales, you can measure the impact of a change on sales revenue. Conversion rates can be any measurable action and are not just restricted to ecommerce sites and sales.
 
Conversion rates can include: sales made, leads generated, newsletter signups, clicks on banners, or time spent on site.
 
What to A/B Test

Once you have decided what conversion rate you want to improve, the next stage is to work out what to change on the page to try and increase conversions. Look at the various elements you have on the page in question that would be changed, these may include:
  • Email AB testing
  • Headings
  • Images
  • Content
  • Calls to action
  • Social media buttons
  • Logos and straplines
 
Setting Up Tests
 
1) Decide what to test. 2) Set up two designs to test. 3) Choose a tool to run your tests!
 
Learn more by exploring our related products, reading the guides, or contacting our testing experts to get started.
 
 
Related Products
 

Oracle Maxymiser – Personalized Journeys for Every Customer

Here’s an opportunity to learn how some of the world’s largest brands leverage Oracle Maxymiser’s advanced personalization capabilities to deliver customized experiences to website, mobile, and app visitors. We’ll discuss how we empower marketers to tailor engagements across varying customer journeys, content and promotions. Leveraging robust insights into your visitors needs and wants, Oracle Maxymiser uncovers the missed opportunities that result in measurable and concrete ROI.

Oracle Maxymiser - Optimization platform

Oracle Maxymiser’s Optimization platform provides simplicity that marketers love and security that IT demands. Join us for an introduction to Oracle Maxymiser and see how we empower the world's largest brands to make data-driven decisions using our best-in-class optimization platform. This webinar will demonstrate our:
 
  • Simple and intuitive UI,
  • Robust reporting and statistics
  • Enterprise-level security, data privacy and performance (no flicker!) 
 
Whether you are just starting off with simple A/B testing, or you’re an optimization powerhouse, we can support you and your journey.

Everything You Need to Know About A/B & Multivariate Testing

A/B and multivariate online testing platforms provide insights you can use to deliver optimal web, mobile, and application experiences for customer segments that yield more conversions

Bridging the Gap : How to Orchestrate and Personalize the Entire Customer Experience

This webinar will reveal how your organization can unify email and web orchestration with a strategy that will keep communications relevant and audiences engaged.
 

The Forrester Wave: Online Testing Platforms

The Personalization Playbook

Personalization is the bridge between what customers expect and what businesses deliver.
By personalizing across channels, you’re demonstrating that your brand understands the wants and needs of the customer on any single channel or across multiple channels. It means that you’re able to offer a relevant experience that will win loyalty and increase revenue.