A/B testing is an organized and strategic process that follows five key steps
Posted: Mon Dec 23, 2024 2:16 pm
How to perform an A/B test
1. Formulate a hypothesis
It all starts with a theory about how to improve performance. This theory can be based on existing data or just your intuition. To turn your theory into a hypothesis, state it like this: “I think [making change X] will increase [metric Y].”
An example of an A/B test might be: “I think that enlarging the main product image on landing pages will lead to an improvement in conversion rate.” You don’t need to estimate the exact amount of improvement, just set a clear direction.
2. Create test variants
Create the different versions you want to test using an ad manager, email platform, or website-specific A/B testing tool. Label each variant descriptively for easy analysis later. For example, instead of naming a variant “Variant B,” use something more detailed like “Variant B—Emotional CTA.”
3. Choose your audience
Decide whether A/B testing will apply to your entire audience or to a specific subset. For a website, you could split all visitors into two groups: one sees the original version, while the other sees the new variant. Alternatively, you could limit the test to 25% of your visitors or segment it by location, such as Spain (in which case, half of Spanish visitors would see the original and half would see the new variant). The choice of audience will depend on who you think your hypothesis applies to and how quickly you need enough data to draw conclusions.
4. Run the test
Most marketers run A/B tests for at least two weeks. Why? This ensures canada phone numbers list that the results are more reliable, as they take into account things like different customer behavior on weekends.
An important tip: avoid running multiple A/B tests at the same time on the same page or with the same audience. This can confuse the results and make it difficult to draw clear conclusions. If you need ideas to get started, look for examples of successful A/B tests to inspire you.
5. Analyze the results
When reviewing the results of your A/B test, look for something called “statistical significance.” This is a formula that indicates that the result is not a fluke or coincidence, but actually reflects a change in your users’ behavior.
For example, if you're working with a small audience, you'll need a big difference in results for it to be conclusive. On the other hand, with larger audiences, even small changes can be significant. Tools like Google Optimize can do this calculation for you, or you can use a statistical significance calculator .
Once you have clear results and shared them with your team, it’s time to move on to the next test!
Frequently Asked Questions about A/B Testing Examples
Why is A/B testing important for eCommerce businesses?
A/B testing can help you better understand your customers, your message, and how your website performs. In e-commerce, success depends on knowing your customers well, communicating a clear message, and having a page that converts visitors into buyers. A/B testing helps you optimize these areas and find what works best.
How long does an A/B test typically take?
Typically, an A/B test should last at least two weeks to get reliable results. However, the length can vary: some tests last just three days, while others can stretch up to three months. It all depends on how much data you can collect. If you have low traffic, you'll likely need more time to come to meaningful conclusions.
What are some best practices for A/B testing?
For best results, follow these recommendations:
Create a clear hypothesis
Test one item at a time
Look for statistical significance
Take advantage of the A/B testing examples presented in this article to discover what types of experiments you could try in your business.
1. Formulate a hypothesis
It all starts with a theory about how to improve performance. This theory can be based on existing data or just your intuition. To turn your theory into a hypothesis, state it like this: “I think [making change X] will increase [metric Y].”
An example of an A/B test might be: “I think that enlarging the main product image on landing pages will lead to an improvement in conversion rate.” You don’t need to estimate the exact amount of improvement, just set a clear direction.
2. Create test variants
Create the different versions you want to test using an ad manager, email platform, or website-specific A/B testing tool. Label each variant descriptively for easy analysis later. For example, instead of naming a variant “Variant B,” use something more detailed like “Variant B—Emotional CTA.”
3. Choose your audience
Decide whether A/B testing will apply to your entire audience or to a specific subset. For a website, you could split all visitors into two groups: one sees the original version, while the other sees the new variant. Alternatively, you could limit the test to 25% of your visitors or segment it by location, such as Spain (in which case, half of Spanish visitors would see the original and half would see the new variant). The choice of audience will depend on who you think your hypothesis applies to and how quickly you need enough data to draw conclusions.
4. Run the test
Most marketers run A/B tests for at least two weeks. Why? This ensures canada phone numbers list that the results are more reliable, as they take into account things like different customer behavior on weekends.
An important tip: avoid running multiple A/B tests at the same time on the same page or with the same audience. This can confuse the results and make it difficult to draw clear conclusions. If you need ideas to get started, look for examples of successful A/B tests to inspire you.
5. Analyze the results
When reviewing the results of your A/B test, look for something called “statistical significance.” This is a formula that indicates that the result is not a fluke or coincidence, but actually reflects a change in your users’ behavior.
For example, if you're working with a small audience, you'll need a big difference in results for it to be conclusive. On the other hand, with larger audiences, even small changes can be significant. Tools like Google Optimize can do this calculation for you, or you can use a statistical significance calculator .
Once you have clear results and shared them with your team, it’s time to move on to the next test!
Frequently Asked Questions about A/B Testing Examples
Why is A/B testing important for eCommerce businesses?
A/B testing can help you better understand your customers, your message, and how your website performs. In e-commerce, success depends on knowing your customers well, communicating a clear message, and having a page that converts visitors into buyers. A/B testing helps you optimize these areas and find what works best.
How long does an A/B test typically take?
Typically, an A/B test should last at least two weeks to get reliable results. However, the length can vary: some tests last just three days, while others can stretch up to three months. It all depends on how much data you can collect. If you have low traffic, you'll likely need more time to come to meaningful conclusions.
What are some best practices for A/B testing?
For best results, follow these recommendations:
Create a clear hypothesis
Test one item at a time
Look for statistical significance
Take advantage of the A/B testing examples presented in this article to discover what types of experiments you could try in your business.