Will Scully-Power: Managing Director, Datarati


30 Reasons to Use AB Split Testing for Conversion Optimisation
May 4, 2011, 4:33 am
Filed under: A/B Testing, Datarati | Tags:

From the team at WiderFunnel.

In case you need some more reasons to get started right now, here are 30 reasons you should start using A/B Testing for Conversion Optimization:

  1. Conversion Rate Optimization does not exist without controlled, statistically valid testing
  2. A/B testing finds out how people actually act rather than just the way they think they will, which is all you get from focus groups, user testing and usability testing
  3. A/B testing confirms or disproves the hypotheses gathered from eyetracking, click heatmaps, surveys and all other qualitative data gathering
  4. A/B testing is quantitative and the probability of error is known (and when was the last time your other marketing tactics told you that?!)
  5. A/B testing allows for testing Radical Redesign variations, which can be a great starting-point for most landing pages and site templates
  6. You can test different layouts of site-wide page templates on dynamic, CMS-driven pages with A/B testing (see example)
  7. A/B testing usually delivers more dramatic conversion rate improvements than possible with Multivariate testing (MVT)
  8. A/B/n testing is not limited to just two variations
  9. A/B testing allows you to isolate individual hypotheses to build your “best practices” Playbook
  10. You can’t imagine how bad your web pages and site templates really are until you start A/B testing them
  11. A/B testing allows entirely different messaging approaches that can lead to strategic marketing insights
  12. Insights from A/B testing can be used to improve your other online and offline marketing messages
  13. You can track multi-channel conversions with A/B testing including online lead generationaffiliate revenuee-commerce, and phone call conversion optimization
  14. A/B testing allows for easier in-depth analytics than MVT so you can develop further test hypotheses for follow-up test rounds
  15. A/B testing allows alternative conversion funnel tests
  16. A/B testing allows condensing and expanding multi-step forms
  17. A/B testing can be used for landing page optimization, website conversion optimization, email testing, and Evolutionary Site Redesign (ESR)
  18. A/B testing can be used to run a customized MVT test using any test design
  19. A/B testing allows you to isolate only interesting potential interaction effects without wasting traffic on the inconsequential
  20. A/B testing will not limit your test design options like MVT does
  21. A/B testing gets results faster than any other method while MVT is greedy for traffic
  22. A/B testing does not tempt you to end the test before statistical confidence has been achieved as much as MVT
  23. You can easily prune under-performing variations in A/B testing without re-starting the Test Round
  24. A/B testing is easy to spell
  25. A/B tests can quickly be re-run and confirmed for extra assurance
  26. A/B testing results make both the CMO and the CFO happy
  27. The business results from A/B testing look great on your resumé
  28. A/B testing allows you to test your Marketing Strategy and core Value Proposition
  29. WiderFunnel guarantees your results from A/B testing (and Multivariate too, of course)
  30. A/B testing is fun!
More: http://www.widerfunnel.com/conversion-rate-optimization/30-reasons-to-use-ab-split-testing-for-conversion-optimization
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