AB Testing for Conversion Rate Optimization

AB testing for conversion rate optimization is one of the most important aspects of digital marketing strategy, can make or break your marketing plan. As the conversion rate is considered to be the only measurable metric that correlates with ROI (Return on Investment), online marketers cannot afford to go worn with it or take it lightly.

There are some rules that you should adhere to while conducting an A/B test, to know what your users prefer and how they consume content.

AB Testing – Rule #1

Customer profiling is still the best way to target customers. In the digital era, every digital touchpoint provides an opportunity on a one-to-one basis, to learn more about your clients’ preferences.

AB testing - conversion rate optimization graph for AB testing

AB Testing – Rule #2

If you are unaware of your current conversion rate then what is the probability that your future tests will be successful. Therefore, it is critical to establish a current baseline to measure against.

AB Testing – Rule #3

The reason you must perform A/B testing on your unique content with your unique audience is that CRO is not a repeatable process. It gives different results every time so don’t expect uniformity.

AB Testing – Rule #4

Make it a point to test one variable at a time so that you may know which one caused the most conversions.

Check out the great tool below from Optimizly.com

AB Testing Sample Size

AB Testing Rule #5

Determine the most appropriate sample size. The accuracy of statistical results depends on sample size, percentage and population size. If the sample size and population size are big enough, then we can expect high confidence level results. To calculate your recommended sample size, check out Raosoft’s Sample Size Calculator.

AB Testing Rule #6

Practice does make you perfect. You need to practice a lot to become champ at A/B testing.

AB Testing Rule #7

Employ usability testing! There are some low-cost and free services that offer usability testing such as Peek User Testing and Amazon Turk.
Peek User Testing is an easy way to generate unbiased, free and detailed feedback. At times, it is difficult to apply this technique since you can’t get a lot of feedback in limited time.
Amazon Turk gathers feedback through surveys in a short period. It’s inexpensive and scalable but may be perforated by artificial filters.

AB Testing Rule #8

Collect as much data as possible. There is certainly a lot of conflict between user behavior data and customer survey data. Behind the scene, data may not include certain aspects whereas actually many things may have happened to generate that particular result.

AB Testing Rule #9

CRO is all about conversions. You just need to have a goal in mind and optimize your content around that goal. Everything else is a key performance indicator (KPI).

AB Testing Rule #10

Focus on high impact tests to generate significant changes. Check out Which Test Won for real-life tests.

The primary benefit of using CRO is to deliver the right content to the right audience and encourage them to click the right button at the right time. By understanding your web analytics, you may find out your weak areas and improve your conversions. Once the tests are performed and evaluated, try to implement them to get the desired conversions.