STEPS TO CONDUCT A SPLIT TESTING
Split testing is a controlled experiment with two variants, A and B. It is a form of statically hypothesis testing or two sample hypothesis testing as used in the field of statistics. A/B is a way to compare two versions of a single variable typically by testing the subject’s response to variable A against variable B and determining which of the two variables is more effective. The benefits of A/B testing are considered to be that it can be performed continuously on almost anything, especially since most marketing automation software now, typically, comes with the ability to run A/B test on a continual basis. This permits for updating websites and other tools, using current resources, to keep up with changing trends.
5 Essential Steps for Successful Split Testing:
1. Find your best opportunity
Testing research should begin with looking at where to test. Use your analytics to uncover the following:
- Top 5 highest bounce rate pages
- Top 5 abandonment points in your funnel
- Top 5 most valuable pages to your business.
After finding your top pages for improvement, you must conduct researches on those pages to understand the improvement and carry it.
2. Understand visitors need
There are 4 key questions that can help you understand the visitors’ needs and motives.
- Why did they come to your website?
- What stopped them from converting?
- Did they find what they were looking for?
- If they did convert, what almost stopped them?
“Engage with your customers to understand the decisions they’re making, why they’re doing certain things, why they’re not doing certain things.”-Sean Ellis
3. Use data insights to inform testing
In this, you have to lay the groundwork for prioritizing and running your tests. The goal of this experiment is to set up and run a test that can drive business impact and help validate the process. Smaller tests are helpful but couple them with significant changes in order to detect the changes.
4. Run your first test
Now, it’s time to put your data and advice on getting started into action. You don’t necessarily need to know which test will be successful so you have to be very calculative with first 10 tests; 4 messaging test, 4” “aha moment” tests and 2 large scale design tests.
5. Measure tests
It is very important to carefully evaluate your test and move to the next step.
-Anushree Srivastava
