Components of A/B Testing
When it comes to A/B testing, it’s important to know the basic terminologies involved. When you run an A/B test, there are three components involved.
The Control: The control is the current page that you are looking to replace.
The Challenger: The challenger is a different version of the control with all the changes you want to test. The challenger is tested against the control to determine if the changes impact the engagement or conversions.
The Winner: The winner is the version that records the best conversion and engagement during your test. If your variant, version B records more conversions than the control, the variant is the winner and you can optimize your control to include changes in the variant.
If your challenger, Version A fails to yield better conversions or engagement than the control, then the control version is the winner.
Benefits of A/B testing
As a marketer, you want to make the most of every user interaction. When it comes to conversion rate optimization (CRO), A lot of things don't go as planned because your marketing funnel is broken at different points. You face form drop-offs, cart abandonments, high bounce rates, etc. These leakages result in losing quality traffic, low conversion rates, and hence, revenue.
Fixing these gaps is not a single-shot exercise. You need to understand the user behavior to know why they aren't taking the desired action. And these actions cannot be based on “gut feeling or assumptions”. You need qualitative insights to back the changes you’re willing to implement on an existing system. Your analytics tool like Google Analytics gives you very limited information. The data from running these experiments form the basis of your improvement cycle.
Here are some benefits of A/B testing:
Reduce your website bounce rate
The bounce rate is a good indicator of your website's performance since it measures the number of visitors who bounced from your webpage. A high bounce rate could be because of no clear CTAs, too much/little information on the page, content not aligned with visitor's persona, and so on. With A/B testing you can make iterative changes to elements on your webpage and test them to find the better performing variant, and keep visitors on the page for longer.
Validate your website changes easily.
You'll never know how right your website redesign or changes are until your audience sees them. With real user data at hand, you can make website changes in a controlled manner. A/B testing ensures that you're aware of the impact of the changes before you make them live.
Improve website user experience.
Every page on your website exists to serve a purpose, and if it fails to do so, it makes for a bad user experience. Think of all those times you visited a website to find something or take action, and it didn't let you do that easily. Every such interaction takes your visitor away from a meaningful engagement or conversion. With A/B tests, you can drive improvements in your user's journey. Start with setting hypotheses for changes and validate them with data from A/B testing.
Convert more of your recurring visitors.
As a marketer, you know the effort and time that goes into getting consistent, quality traffic. With A/B testing, you can maximize the ROI from your existing traffic by making small incremental changes over time.
Drive continuous website improvement.
A/B testing allows you to think in terms of regular small, incremental changes, whether it's a change in the headline text, a new CTA copy, or a button placement change. The micro gains resulting from every such iteration add up to more significant improvements.