What are A/B tests – A/B challenging is a type of experiment that shows two different versions of the same piece of content, such as a landing page or a call-to-action, to two different audiences to see which one performs the best.
How does an A/B test work What are A/B tests
When you carry out an A/B test, half of your audience automatically receives your version “A” and the other half version “B”. The objective is to check the conversion rate to improve it (with CRO or optimization strategies) and the percentage of people who take the action you want, for example: clicking a link, making a purchase or filling out a form.
You should know that A/B tests do not have to be limited to only two options. They can also test more than one variable at a time in different combinations, for example:
Stock image plus copy
Stock image without copy
Original image plus copy
Original image without copy
Once you get the results, they need to be measured and analyzed based on user behavior, and make a decision for your marketing campaigns based on their preferences.
Types of A/B tests you can do on a website
These are the main variants of A/B testing What are A/B tests
1. A/B Test
In the simple A/B test, two versions are tested, such as the design of your call-to-action button, the layout of the images or the typographic design, for example. In this case, even if there is more than one element that changes, it is considered as a single variable.
2. Test more than two versions What are A/B tests
As Neil Patel mentions on his blog , creating a test for more than two variables would be unproductive if you were to do one test for versions A and B, one for B and C, and one for A and C. Your best bet would be to run an A test. /B/C, which would be more complete and would allow you to reach conclusions within the same framework.
3. Multivariate test
When you want to review your sidebar layout and title options at the same time, and consider them separately, for example, you’d be focusing on more than one variable aspect. Given its procedural and statistical complexity, even when you have few versions you will require a special procedure .
Also, you can do a split test or test of different URLs , although this not considered as an A / B test, since it involves a complete change of a page instead of variations.
Things you can test in an A/B test
Now, some aspects that you can check in the response of your website visitors are:
Location of a call to action
Actions after which a pop-up appears
Location of the social media bar
Use of images on the blog
Colors in a component of a page
Typography to use in the title, in the body of the blog texts or in the menu
How to display the pricing schemes: monthly, yearly, per user…
Copy on landing pages and other pages
Video or text preference on a landing page
Most effective type of form on the home page
Newsletter Form Location
Product Page Layout
Clickthrough rate (CTR) and other KPIs.
With this in mind, we will tell you how you can improve the components of your website along with your A/B testing through small changes.
Decide the component you will test
The best thing about A/B testing is that you have two content variants to test; you can also verify significant elements or details. You can test something as simple as the color of a call to action to something as important as a page that your team redesigned.
Keep in mind that you must attribute the results of each of the contents that you are testing as a whole, not as individual differences. This means that if you want to amount two versions of a landing page, and you’ve changed the CTA content, format length, added image, and header on one of them, you can’t attribute the success of that landing page to the format. per se. You would have to chalk it up to all of those elements.