How A/B Testing Contributes to Website Business Success


Getting people to buy a product is not easy. With the tight economy, consumers have a tighter grip on their money. Businesses should then be able to justify the value of their products while satisfying the demands of their clients. These two are the basic formulas for success in the business world, and A/B testing can help companies achieve them.

A/B Testing Defined

Doing web layouts entails the inclusion of elements that can effectively capture the attention of Internet users, and convince them to make a purchase. Designers and developers who are at lost for the possible components that can help them reach this goal may opt to perform A/B testing.
A/B testing is done by testing two different versions of a web page. One element is changed per set of variants, which will be shown simultaneously to web visitors. The response of the users on each variant will be measured depending on the number of clicks or sales made by the page.

An Effective A/B Testing

To get the most ideal results, it is imperative to take a step back and assess the website. Jot down all the components that can still be revamped, and arrange them according to priority. Note that you can only test them one at a time. Among the things that can be split tested are titles, arrangement of the images, banners, layout, themes, navigation menus, and other contents.
After coming up with a sound list, prepare the variants and set the server to display the versions simultaneously.

Sim Only A/B Testing: Evidence of Effectiveness

One of the most notable split testing was conducted by Sim-only in collaboration with Maxymiser, a known multivariate testing expert. Prior to the test, the Sim Only was getting 18,000 hits and 54,000 visits to its pages per month. One could assume that this is already the maximum traffic, but the company managed to increase the number of visits by testing four variants of the homepage:

1. Vertical Phone: The layout was characterized by Blackberry and iPhone links arranged on the right side of the page according to popularity. Each link was represented by images of mobile phone models for icons.

2. Vertical Sim: The layout was characterized by Blackberry and iPhone links arranged on the right side of the page according to popularity. Each link was represented by images of SIM cards for icons instead of mobile phones.

3. Horizontal Phone: The layout was characterized by Blackberry and iPhone links arranged horizontally across the page according to popularity. Each link was represented by images of mobile phone models for icons.

4. Horizontal Sim: The layout was characterized by Blackberry and iPhone links arranged horizontally across the page according to popularity. Each link was represented by images of SIM Cards for icons instead of mobile phones.

The success of each variant was measured using a response metric. The basis used for comparison was the number of click our rates on each homepage version. The results are summarized in the following table:

Clearly, the vertical phone layout increased the lead generation from 1,596 to 1,722. It also generated the highest click out rates than the other variants by 20%. This structure has the highest uplift and confidence index. Implementing the design modification can then give Sim Only a boost that may not be gained otherwise. If you can want more information on this particular subject, Maxymiser have a nice A/B Testing guide where you can read about the basics and being implementing your own split testing method. It’s important to track and test this statistics in order to improve your conversions.

About the author:

This is a guest post by Ruben Corbo. He is a freelancer writer specialized in different topics including technology, online marketing with AB Test and Product Recommendation Engines, music, art, and motivation. When Ruben is not writing he is producing and composing music for short films and other forms of visual arts.

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