A/B testing is also known as bucket testing or split testing. In this method, two webpage variations are compared with each other in order to understand which variant will give a better performance. In this method, users are shown more than one variant at a random scale and the performance is determined through statistical analysis. A test like this in which a direct comparison is made lets you focus on the changes that need to be made. This method also removes any kind of guesswork away from website optimization. There is a relatively less requirement of traffic required for the purpose of A/B testing.
Every aspect ranging from marketing campaigns, emails and other aspects of the website can be analysed and the performance can be judged with the help of A/B testing. At first, identification of things is a very important process and is inclusive of two steps. The first step requires the usage of every data that is already available in order to optimize a page. The second step requires you to understand if the pages are test worthy or testable.
Procedures of A/B testing
- Identifying those pages that need performance improvement
- Selecting the changes or tests that must be run
- The Pages must be grouped either into variant or control
- Making amendments to the different variants
The systematic process by which the number of visitors in a website can be increases is called the conversion rate optimization or the CRO. In this process, the movement of the users through your website is understood. Every action taken by them, the things that stop them from finish your company goals and several other things. Conversion basically refers to the term given as soon as a visitor on the website, completes a goal set by the company.
There are both micro conversion for small goals and macro conversions for big and very important goals. For example, signing up is a micro conversion whereas purchasing something is a macro conversion. Conversion rate is calculated by dividing the number of conversions by the site traffic of the website. It is therefore very important ensure conversion rate optimization for better benefits of the business.
Conducting a test of conversation rate optimization
- Identifying the parts that aren’t performing well on the website with the help of quantitative data or another tool for analysing
- Using the surveys given by the customers or focus groups in order to gather the qualitative data for inspection
- Creating hypotheses using several insights
- Creating page variants specially designed in order to test the hypotheses.
There are three stages to a basic conversation rate optimization;
- A seller sees an advertisement on the website
- A seller clicks the advertisement on the website
- A seller buys the product that had been advertised
Importance of A/B testing and conversion rate optimization
The primary goal of A/B testing is to increase the conversion rate where as the primary goal of conversion rate optimization is to create a better experience for customers by improving the conversion rates on the websites. In short, the former method is used to reach the latter.
When the A/B testing is done, it is done to find out the variant that will provide you with a conversion rate that is higher than the others. The higher variant will be a foundation for what all must be tested next and henceforth the conversion rate can also be move towards a proper and right direction. However, having a high conversation rate does not guarantee a life-time of value or increase in the revenue. The process is constantly evolving and several changes must be made or added.
When a business is looking to provide its visitors with a good customer experience on their website, it means the procedure of removing any form of friction or hurdle present on your website. These hurdles affect the actions of the visitors on your website massively as they become a sort of hindrance for them and you. For example, a certain issue on the website such as buttons not working properly, or a content presented in an incorrect manner or hard for your customers to understand can prevent the customers from signing up to your website let alone purchasing anything. Conducting polls or providing better customer service by giving them a chance of asking you any queries are some of the methods that can explain the actions of the visitors on the website.
There is a vast difference between A/B testing and Conversion rate optimization. While Conversion rate optimization is like an umbrella for the methodologies and tools that is used by marketers in order to optimize the campaigns and their websites. Almost every kind of marketing tactic that exists including the A/B testing, user surveys, eye tracking, data analysis of web, etc. can be categorized under the Conversion rate optimization umbrella.
Conversion rate optimization inclines towards detailed strategy which is very similar to the testing method. This is one of the main reasons that the two terms are often mingled or interchanged with each other during conversations. However, they are two very different things as explained above. The two methodologies have different purpose but do work with each other on certain situations. The conversions of a webpage can be improved massively if the right perks of A/B testing are applied. A/B testing is a kind of experiment whereas the conversion rate optimization is a continuous and evolving process.
