A/B Testing: The Ultimate Method To Ensure Maximised Product Potential

So you plan to:

• Maximize your product’s potential?

• Ensure a successful launch and reach your target audience?

• Increase your conversions, sales, revenue, and customer loyalty?

• Reduce your bounce rates, cart abandonment, churn rates, and customer complaints?

If you answered yes to any of these questions, then you should learn about A/B testing, the ultimate technique that can help you optimize your website and marketing campaigns with data and science.

What is A/B Testing?

A/B testing is a fun and easy way to find out what works best for your website or marketing campaign.

It’s like playing a game where you try different options and see which one gets you more points. You can test any variant from headlines, images, buttons, colors, layouts, and more.

How to Do A/B Testing Properly (An Overview)

A/B testing may seem simple in theory, but it requires careful planning and execution to ensure valid and reliable results. Here are some steps to follow when conducting an A/B test:

1. Define your goal and hypothesis. Before you start testing anything, you need to have a clear idea of what you want to achieve and why.

   Your goal should be SMART- specific, measurable, achievable, relevant, and time-bound .

   Let’s say your goal is to increase newsletter sign-ups by 10% in one month. Your hypothesis should be a testable statement that predicts how changing a certain element will affect your goal.

   For example, your hypothesis could be that changing the headline from “Subscribe to our newsletter” to “Get free tips and tricks every week” will increase sign-ups by 10%.

2. You can test almost anything on your website or campaign, such as headlines, images, copy, buttons, colors, layouts, etc.

3. Split your traffic. Once you have decided what to test and how to measure it, you need to create your variants and split your traffic between them.

4. Analyze your results and draw conclusions. Finally, you need to analyze your results and draw conclusions from your test.

You should also look for any patterns or insights that may explain why one variant performed better than the other.

Real World Example of A Successful A/B Test

- Zalora’s notices an increase of 12.3% in its checkout rate by optimizing its product pages

Zalora, an online fashion retailer, increased its checkout rate by 12.3% by comparing three versions of its product pages, with different colours and texts for the call-to-action (CTA) button.

This small change had a big impact on conversions and revenue. It’s quite an interesting study

You can read the full study here: How Zalora’s Product Page Optimization Increased Checkout Rate By 12%

A Simple Framework for A/B Testing (PIE)

The PIE framework is a way of choosing which pages or elements to test based on three factors:

• Potential - How much better can the pages or elements be?

• Importance - How much traffic or value do the pages or elements have?

• Ease - How easy or hard is it to test the pages or elements

You assign scores based on potential improvements, the importance of each page (e.g., high-traffic vs. low-traffic pages), and the ease of implementation.

Based on the PIE values, you decide to prioritize optimizing the high-traffic product pages with the most potential for improvement.

PIE Framework Use cases:

E-commerce Website: They wanted to sell more products. They analyse potential changes by adding things like customer reviews, product images, and checkout process.

They picked the most important pages with the most room for improvement and the easiest changes to make.

Lead Generation Website: They wanted to get more leads. They test things like form fields, trust badges, and form usability.

They picked the changes that had the most potential to increase leads, the most important part of their funnel, and the easiest to do.

SaaS Platform: They wanted to improve user onboarding and reduce churn. They tested things like setup process, tutorials, and onboarding assistance. They picked the changes that had the most potential to activate users and reduce churn, the most important part of their customer journey, and the easiest to do.

Online Course Platform: They wanted to increase course enrollment. They tested things like course descriptions, student testimonials, and pricing options. They picked the changes that had the most potential to increase enrollment, the most important pages for their course sales, and the easiest to do.

A/B Testing Warning

Don’t count out the metrics that can’t be measured.

While A/B Testing ensure that you are not affecting other metrics negatively

Often we get too tied up in measuring the metric we planned for, that we forget that change in any variant brings change to the entire product/website

Example, In changing the homepage copy for more lead conversions we might lose lines that establish our brand image (which is crucial for the long term)

Creator Spotlight

Do you want to learn how to turn your health into wealth? If so, you should check out the newsletter by my friend, who shares his insights and tips on how to achieve optimal wellness and financial freedom.

You can check it out here: Health to Wealth.

Love & Peace

Kranstar Media