How to implement an A/B testing strategy for a website?

Published on : 01 December 20213 min reading time
Nowadays, a website’s goal is no longer limited to advertising. Indeed, if it is well designed, a website can become a real marketing tool for its owner. When you are considering redesigning your current online platform or want to know where you can improve it, start by implementing A/B testing for it.

A/B testing: What is it exactly?

Generally speaking, A/B testing involves distributing two versions of the same content, e.g., an email, landing page, application, advertisement, or call to action, to two similar-sized audience samples to compare the performance of each variant. To perform an A/B test, you need to divide your target audience into two groups (A and B). Then the response of each group to each variant of the content to be tested will be measured and compared to the other responses. There are 4 types of A/B tests to consider: Classic A/B, A/B split testing, multivariate testing or MVT, and A/B/N testing. By performing A/B tests, you will know clearly what to do to get more conversions on your website and your return on investment will thus increase. Find out more about the benefits of A/B testing at kameleoon.com.

How to implement an A/B testing strategy for a website?

To implement an A/B testing strategy, you need to start by setting up a project team. The success of the test depends not only on the testing tools but also on the experience of the people in charge of optimising the conversion. Therefore, you need to bring together a range of skills that can analyse the data, identify conversion problems and suggest appropriate solutions from the end user’s perspective. Then you need to prioritise the tests to be carried out. The use of other disciplines has enabled several conversion problems to be identified and test hypotheses to be formulated. Several criteria are used to each these hypotheses: volume on the web page, estimated gain, ease of implementation.

Setting up the tests will vary according to your operating method and the A/B testing solution you use. Some A/B testing tools require complex implementations and involve a technical team to modify the source code of the page to be tested, while other tools allow you to perform tests without requiring specific technical knowledge. Finally, it is essential to analyse the results of the tests, document the tests carried out, implement the different winning versions, disseminate the results and test continuously.

A/B testing: Which tools should you use?

Several tools can be used to perform A/B testing, but here, we mention the most commonly used ones. The “Visual Website Optimizer or (VWO)” allows you to easily modify the elements of a web page, which has the advantage of displaying the behaviour of visitors. However, this tool is not free and is only suitable for large sites. There is also “Optimizely” which is also an easy-to-use tool. It is indeed a reloading tool, suitable for small and medium-sized enterprises (SMEs). Among the easiest tools to use are A/B Tasty and Kameleoon. When it comes to free tools, the “Google Optimize”, a tool associated with Google Analytics, is one of the best means to perform A/B testing as it allows you to perform any type of A/B testing very simply.

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