Have you ever been on a website more than once and noticed that there are 2 versions of it? The layout will look a little different between the 2 sites, and you might just think nothing of it, and keep browsing.
In reality, it is very likely that the company whose website you are on are conducting A/B Tests or Split Tests.
But what is A/B Testing?
A/B Testing involves a company developing different versions of their website to determine which one performs the best. People who visit the site are randomly allocated to one of the many website options, and their actions are monitored.
Let’s say a company wants to see if they can get more people to sign up to their newsletter online. They might use an A/B Test, and their website options could be:
Version A – The “Sign Up” button is in the top right hand corner of the screen
Version B – The “Sign Up” button fills the whole screen when the customer first enters the site (similar to a pop-up ad)
If more people sign up to the newsletter with Version B of the website, then the company should implement this design permanently.
A few things that you could change are:
- Test length
California Closets is one of the leading examples of successful implementation of A/B Testing. One test was designed see which final page in a 4 step sequence got more leads from pay per click traffic.
- Videos aren’t always successful – people often don’t watch them
- The text on the photo makes you look at the closet
- The form is shorter so people think they have to do less
Consider this simpler test:
Would you buy more with the blue or black button?
12 Surprising A/B Test Results to Stop You Making Assumptions – http://unbounce.com/a-b-testing/shocking-results/
A guide to A/B testing tools – http://search.lib.monash.edu/primo_library/libweb/action/display.do?frbrVersion=6&tabs=detailsTab&ct=display&fn=search&doc=TN_gale_ofa428876951&indx=1&recIds=TN_gale_ofa428876951&recIdxs=0&elementId=0&renderMode=poppedOut&displayMode=full&frbrVersion=6&vl(41902380UI0)=any&query=any%2Ccontains%2CA%2FB+testing&dscnt=0&search_scope=au_everything&scp.scps=scope%3A%28catelec%29%2Cscope%3A%28catau%29%2Cscope%3A%28MUA%29%2Cscope%3A%28catcarm%29%2Cscope%3A%28mulo%29%2Cprimo_central_multiple_fe&vid=MON&highlight=true&institution=MUA&bulkSize=10&tab=default_tab&displayField=title&dym=true&vl(freeText0)=A%2FB%20testing&query2=A%2FB+testing&dstmp=1458174713642