The design world has always been a fascinating field. Have you heard of the 41 shades of blue that Google tested in order to choose 2 to use for link text? Can you use a similar approach for your organization when it comes to decision making?
If you want to know whether your website or mobile app is performing well, you need to constantly test them. This is the best way to keep track of what’s going on. Otherwise, you could be missing out on potential sales or clicks.
The process of testing isn’t very complicated, but it’s essential if you want to get the most of your page or app. One of the easiest ways to achieve this is through A/B testing and that’s exactly what we’re going to talk about in this post.
To define A/B testing we’ll use a simple example. The page that you want to improve is version A. You take it and create a tweaked version of it, which is version B. Afterwards you run them both simultaneously to see which one performs better. This means that half of the visitors will be shown in version A and the other half – version B.
At the end of the set test period, you look at the results of both pages and see which performs better. If the second version outperforms the first one, you can just take down the original one and make the updated one a permanent fixture.
A/B testing is a method for comparing 2 versions of one page against each other to discover the more successful one. You can change only one button but see e significantly different results. Furthermore, an expansion of this type of testing is multivariate testing. It tests more than 2 versions. The example with Google’s blue colors is the exact definition of such testing.
This method gives you a great insight into how digital products perform and is able to bust the myths that can ruin your mobile UX.
Take your website or mobile app as an art piece. You can always make slight improvements, but it’s never really finished and something else has to be done. Once a web page is published you can easily make changes. In fact, with the growing demands for improved user experience design, you’ll absolutely have to.
If you don’t test your pages or mobile app features, you can’t be sure if they’re performing as good as they have to. Poor performance leads to lower-income and nobody likes that, right?
You can use A/B testing to constantly add these small things that make your product better. Ultimately it can lead to increased revenue through higher customer engagement, content shares or even directly through sales. Knowing, it’s a relatively cheap and easy process, there’s no reason not to do it.
Moving on to the process itself, we’ll list the steps you need to follow if you want your A/B testing to be completely useful.
Know What You’re Measuring
Just the intention of making your site or app perform better is a great start. Before you start working towards achieving that improved performance, you’ll need a plat to follow. Start with one thing that you think you can improve.
You might like to start with a product page with a low conversion rate with an obvious thing to measure – the number of people who add the product to their cart when they visit the page.
It’s essential to know exactly what you’re measuring and how it should look like before starting a test.
In the beginning, keep things simple and start with tweaking a single element like the call to action button for instance. That’s very important to remember, otherwise, you’ll easily lose sight of which changes actually have an impact.
This staggered way of testing provides greater control over the final results and what you actually have to change.
After you’ve understood the fundamental stages of A/B testing, you might like to know how exactly to perform it. There are many applications you can use that enable it. The most popular one is, of course, Google Analytics. Others like A/B tasty or Optimizely also offer the basic A/B process, but they vary in additional features and supply.
Your choice should depend on the development skills you have and how much flexibility you require. Large organizations often use more than one tool, so picking what to work with really depends on the circumstances.
It’s important to not drag out tests for too long. Any longer periods than a couple of months could make your results less valid. A month is a pretty long time in our fast-moving world. After that, too many variables start coming into place.
Your ideal period of testing should be no longer than a week or two. Otherwise, you won’t get any kind of significant results.
When you’ve done your test, you have the results. They are statistically significant, so now you have some numbers. You may not see a huge change in the performance after you implement your desired update, but this shouldn’t discourage you.
A/B testing is more about making small improvements that matter over time. Big changes aren’t excluded, but these improvements are usually enough to keep you on the right path. Sometimes data may show no change in the performance, but this should only make you more confident in what works and what doesn’t.
Never stop testing. After you test one feature or button or even color, move on to something else. Websites and mobile apps are never complete. In order to be successful, they need constant improvement. After a successful test, the next steps are completely up to you.
A/B testing is a great tool if you use it the right way. It gives you the ability to deliver improvements to your website or mobile app and increase their success. As an established UX/UI design agency A/B testing is just one of the tools in our arsenal and we can use it in the best way possible for impressive results.