A/B testing or split testing has become crucial for part of Digital Marketing in 2019. They help you make important decisions and design choices based on actual user data and feedback. And usually, a small change can make a huge impact on your leads.
To further emphasize the importance of A/B testing, companies can’t rely on popular case studies to make those choices anymore as every business is unique and different from one another. Whether you want to optimize your headlines, content, forms or design, A/B testing can help you boost your leads and subscribers.
Here are 5 best practices to follow:
1. Reliable Data
To even begin with A/B testing you must ensure you have the right sample size and reliable data. If you don’t have enough people during these tests, you might not have enough data to make a definitive conclusion. It would even result in a flawed decision making. You can use tools like A/B Test Sample Size Calculator, to figure out your ideal sample size. And to measure your data’s statistical significance, you can use tools like A/B split test significance calculator.
2. Hypothesis & Tactics
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3. Test Duration
The test’s duration is as important as the reliability of the data. Normally, the number of variants is directly proportional to the time that the test requires. Meaning, if you’re running a test with several variants and want 400 conversions, you’ll need to test for a longer time than for a test with just a control and a variant, and 100 expected conversions. You can use this handy chart from digitalmarketer.com for reference.
4. Avoid Modifying Tests
During the split tests, it is always tempting to make quick changes or fixes that will improve your results. But this will void your data reliability and you will have no reliable data to prove if that change had any significant change in your conversions.
5. Single Element Per Test
As a golden rule of A/B testing, test only one element at a time. Whether you’re testing your headline, CTA or form, the only way to make sure that the implemented change has an effect on your conversion is to have only that particular element changed in your test. If you want to test more elements you should look into multivariant testing as explained by optinmonster.com.
And as a bonus tip to wrap this post, don’t forget to always keep testing. Once you finished with a campaign, you can always use A/B testing to improve your results.
