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Keys To An Effective A/B Split Test
1. Volume
The sampling of visitors tested must be significant
enough that the statistical sample is not unfairly
skewed. The larger the sampling tested, the more
accurate the results will be.
2. Single Testing
A/B testing allows you to test two items (such
as 2 different versions of a landing page, etc)
against each other in real-time. Test only a single
issue, element, or item at a time. Attempting
to test multiple items will only skew or invalidate
the results.
3. Randomness
The two versions of the element being tested
should be evenly and randomly displayed to website
visitors.
4. Avoid Assumptions
What is intuitive to software marketers may
not be what performs best. The only way to know
how something performs is to thoroughly test it.
Do not assume that just because something appears
to be a good idea, that it is in fact a good idea.
Support marketing decisions with split testing,
so that you have measurable results. Statistics
speak volumes.
5. Things Change
Testing should be repeated from time to time,
simply because what appeals to customers may change
over time. Split testing is an ongoing process,
not a one-shot deal.
Testing alone is not enough -- marketers must
evaluate and scrutinize their test results, refine
the items they are testing, and continue to test.
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