You may have a clear winner by conducting A/B testing but what matters is the truth you learn by analyzing the A/B testing results that gets customers to say a ‘yes’ to your offer.
A/B testing is a great tool that makes testing fun and easy. As Bryan Clayton, CEO of GreenPal, puts it, Only with A/B testing can you close the gap between customer logic and company logic, matching the internal thought sequence that goes on in your customers’ heads while considering your offer.”
By conducting A/B testing, using an ab split testing tool, you can confidently conclude a winner but regardless of the overall results of the test it is imperative to dive deeper and gather insights to measure its success in terms of website conversion rate optimization or it loses all meaning. This is where analysis of the test results steps in.
And it is this analysis that helps you:
For e.g. If a test affects new and existing users in a significantly different way, then apply your variation to that specific user segment for Conversion Rate Optimization.
The segmentation to consider is;
Demographical, geographical and behavioural.
For instance, a re-designed form may be helping draw more conversions for the website.
But here’s the catch. The overall test results cannot be blindly relied upon to declare a winner or otherwise. It’s important to assess if the success or failure of the test can be rightly attributed to the changes tried to test through the variant as it’s not uncommon to find contradictory behavior between these two.
For instance, a re-designed form might be encouraging more leads, but it is not reflected as an improvement in overall website conversion rate because of a decline in conversion in other sections of the variant.
Below are two clear examples to prove this.
This is after 2 days of starting the testing where one variation is losing by 89%
After 10 days the variation that was losing is winning with 95% confidence.
ab split Testing tool is great, but it doesn’t do the thinking for you because acquiring information is just the initial step of any robust data analysis program. Transforming that information into insights and eventually, the insights into actions is what produces desirable results. So, if you want to stop burning a hole in your pocket, pause… think about the above points and make real progress.