30 Reasons to Use AB Split Testing for Conversion Optimisation

30 Reasons to Use AB Split Testing for Conversion Optimisation

May 4, 2011, 4:33 am
Filed under: A/B Testing, Datarati | Tags: Conversion

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 generation, affiliate revenue, e-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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