In the modern, ultra-competitive digital age, data has itself become a product. Understanding how data can be optimized to create value for both customer and business is therefore a must for contemporary business owners. As a result, making a business stand out amongst the dense data-jungle that is the Internet is an imperative for all companies, whether big or small.
This is why companies at the forefront of the digital world use a new and ultra-efficient means of optimizing websites for actionable data. They achieve this by running experiments called A/B tests (also often commonly referred to as controlled tests, online controlled tests, and split tests), and using the data to refine the content and layout of their website in tune with the preferences of their customers. Read on to learn more about A/B testing and why you need it.
A/B testing involves implementing and analyzing two slightly different variations of one item. For instance, a business may test two versions of a website page from their site: one with, say, a white background, and the other with yellow. By allowing the two versions to go live and letting users interact with them (users will be directed to either one of the versions randomly), the business is then able to analyze the data returned to them to find out which one produces the most optimal results with their customers.
A/B testing is not limited to color, however. Nonetheless, different layouts, placing of links, copy, video placement and playback, prices, and many, many other things can be subjected to the experiment.
Perhaps one of the best things about A/B testing is that, when used continuously, it eventually optimizes all aspects of a website, and thus streamlines it to perfection. It also detects new trends in customer behavior, meaning a business using A/B testing will never get outmoded or left behind in the event of new designs or consumer practices.
It also has a distinct advantage over more open forms of market research, such as questionnaires, because the customers who essentially perform the tests are actually unaware they are doing so, and therefore behave in a natural and normal fashion – they are their “true selves”. Because of this, the results supplied by A/B testing are regarded as highly accurate – if customers are telling you through their actions that version B is better than A, then it will be, simple as that.
Ultimately, A/B testing is a powerful tool for understanding and expanding customer bases and, of course, increasing profits. It allows website owners to consistently analyze what the users of their sites are telling them about its appearance, functionality, and attractiveness through their browsing and buying practices, and to adjust accordingly.
A/B testing offers a whole new way of thinking about and operating your business. It moves the focus away from relying on HiPPOs (highest paid person’s opinions) and towards a more empirical (evidence-based) “experimentation culture”. Competing ideas can be put to the test rather than decided upon through “shouting down” matches conducted in offices and boardrooms.
These new philosophies therefore enable a more open, confident, and creative workplace. Additionally, because ideas are democratized through A/B testing and decided upon by your consuming public, workers (even at lower levels) have the opportunity to see their concepts brought to light.
For all of the above reasons, many see the use of A/B testing as part of a broader paradigm shift in the operation of businesses across the globe.
Think of sites like Facebook, LinkedIn, Twitter and more. Would they have survived and even prospered with their original iterations? No. The trick is to continue experimentation and improvement to meet ever-changing consumer tastes and demands. The Facebook of 2006 is a far cry from how Facebook looks today.
Furthermore, it is just as critical to A/B test your mobile site as it is your website. With the skyrocketing growth of mobile devices, not being mobile optimized would leave you at a disadvantage. Think of items such as your:
To illustrate, determine how you want to market your products and services. Do you want consumers to view your best-selling items first, or would you rather give them previews of products you need to push? This can be a difficult question because there may be a few underlying reasons why some goods sell better than others.
With so many others gaining commercial advantages by utilizing A/B testing, it would be extremely imprudent to ignore it. Ensure your online business is up-to-date and refined for maximum profit by implementing an A/B testing program immediately. A/B testing may sound complicated but it’s actually very easy to get done.
You do not have to attempt this feat alone. Let an expert take care of it for you so, that you can focus on what you do best-managing and developing your business.
Furthermore, despite requiring some expense, A/B testing is therefore relatively budget-friendly. There’s no need to employ expensive data analysts to look over your site, or similarly over-priced web designers to keep coming up with old tricks, and no risk regarding questionnaires or other unnecessary pieces of market research is required either. Instead, value is mined from customers visiting your site, who in turn get things optimized to their liking – meaning everyone is a winner with A/B testing.
For a relatively small out-of-pocket costs, you’re guaranteed to reap dividends beyond even your wildest dreams – so get A/B testing today and see your business prosper! How do you plan to A/B test your site? Let us know in the comments section below!
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