A/B split testing is one of the most common and useful forms of market research available. Unfortunately, it’s not very commonly used. Too many businesses don’t take advantage of this strategy for optimizing websites and marketing campaigns, or fail to accurately measure the results.
What is A/B testing?
The concept is simple. You take two different designs—the A and B—and test them on live sites, with users who are unaware of the test, in order to find out which is more effective.
This form of testing can be used to measure two completely different designs against one another, or it can be employed to test a single element, such as finding out whether a larger “Buy Now” button improves click-throughs to your ordering page.
The benefits of A/B testing
Whether you use this method to test your overall design or just certain elements of your site, there are many advantages in taking the time to employ proper A/B testing:
- Ease of implementation. The process itself is simple and inexpensive, so you won’t have to worry about using a big chunk of your marketing budget.
- Effective results. With A/B testing, you can gain hard evidence for what works and what doesn’t in your website design, through real user interaction with your site.
- Step-by-step improvements. Because you can test single elements or areas of your site, you won’t have to perform a complete overhaul every time you make changes or introduce something new.
A picture is worth a thousand visitors
While we know that content is king, modern Internet users also consider graphics and images as an essential part of the web experience. With A/B testing, you can keep your effective text in place and experiment with different graphic designs, color schemes, image types and sizes, and button placement, until you discover the most effective layouts.
Informatix provides comprehensive and affordable A/B testing services for your business website. If you’d like information on how we can help you launch stunning designs, or make the most of your A/B testing data, please contact us for a consultation.