A/b Testing Is Just One Tool

If the above is not the case (and there are always exceptions), here are some good resources on other forms of experiments and strategies: When to do multivariate tests instead of A/B/n tests Bandit testing: the beginner’s guide to A/B testing during Black Friday Cyber ​​​​Monday Iterative Testing vs. Innovative Testing: Which Works Better? Let’s see how to make A/B testing work for you and your customers. You may also be interested in: How to use Google Analytics to improve your web design projects. The right approach to A/B testing abdominal tests: approach It’s important to cover the A/B testing approach and mindset: knowing when to use it and for what reasons, and more importantly, what to expect from it. Otherwise, disappointments will be inevitable. always measure money Have you reduced the bounce rate? Have you increased clicks on “Add to cart”?

Great, but how do these changes affect your customer’s revenue? There is not always a clear correlation; lower bounce rates don’t drive more revenue, and even higher conversion rates don’t always drive more revenue (for example, there Luxembourg B2B List  may be a slight drop in conversions but a larger increase in AOV, leading to more revenue). Don’t get me wrong, these are important metrics and should be tracked (they can give you important information), but for an eCommerce store, they should always be secondary to: Revenue per visitor (always comes first) AVO (Average Order Value) Ecommerce conversion rate But even more importantly, never forget that revenue does not equal profit, so pay attention to your customer’s profit margins.

A Much Larger Optimization Process

Especially if your client is a reseller, which usually has lower margins. A/B testing is a long-term strategy If you’re only planning a few A/B tests (one or two), there’s a good chance you won’t be able to achieve the results you want (or promised your customer) for several important reasons: It’s hard to get wins in your first trials, especially if you’ve never done this before (unless you’re lucky). Because, if you remember the first part, it is difficult to predict the result; even seasoned experts are often wrong. You will fail often, especially on your first few tries. You might miss out on the win, even if there is one. Do you remember statistical power? What that 80 percent means is that if there is a statistically significant difference between the two variants, eight times out of ten, the test will detect that difference.


In other words, two times out of ten the test will not recognize the difference between the two variations, even though a difference exists. Even if you get a win, it might not materialize in real life – this is something you rarely find in A/B test case studies or blog posts, but the result of a test is really just a prediction, and not a 100 percent guarantee. . In general, measuring the exact monetary value of an A/B test is not an easy task. Do you remember the margin of error? What it means is that, in the long run, your 20 percent raise could turn out to be just a 5 percent raise. And you can still make an occasional imaginary win (false positive), even if you followed all critical A/B testing practices (don’t stop too early, sufficient sample size, etc.).

Not Everything Needs

Also, there may be some other factors you didn’t take into account.  Sudden changes in the customer’s market.  The customer makes a change to your site without your knowledge.  Which eats up your profits (humans aren’t the best planners). Therefore, by implementing a winning variation.  You are essentially making a bet (albeit a bet that is much more accurate than a simple guess). Therefore, it is very important to educate your clients about this.  As they could develop unrealistic expectations and blame you when the reality does not match them. Your best bet is a test cycle The goal is to go through a cycle of testing.  Find winners, stack them against each other and.  Thereby significantly improve your customer’s online profitability (with higher conversion rate, AOV, and revenue per visitor), and then repeat.

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