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The basics A road you should travel The benefits Plus it is … The barriers The beginning Use A/B testing on … A/B testing can … Seven steps to get started: • Reasons for variant preference remains unknown • Can’t assist improving other site aspects 2 versions of an element (A or B) are presented unknowingly to website visitors to determine which version performs better. • Sales • Subscriptions • New accounts • No long-term planning • Only immediate feedback A Headlines Headline HEADLINE Product descriptions Website layouts Pricing/ promotional offers Images A B B OFFER Offer Increase sales Improve conversion rates Raise revenue Increase lead generation Ecommerce leads increase 20-25% B2B leads increase 30-40% Affordable Easy to maintain Measures small changes Provides results Only measures a single key performance indicator Focuses only on short-term goals Fails to capture behavioral insights A/B testing … • No usability specialists required • Low maintenance costs • Replicable • Requires few resources • Button size • Font • Punctuation • Measures actual behavior • No more guesswork 1. 7. 2. 3. 4. 5. 6. Formulate a question: “Will the search button location make a difference with bounce rate?” Research: Understand customer behavior with analytic tools Report: Share results with the team to assist in future planning Set benchmarks: Determine the amount of time or number of visitors needed to obtain statistically significant results Test: Create an A/B test to check your hypothesis Develop hypothesis: “When the search button is on the left, visitors stay on the site longer” Analyze: Collect results and analyze to formulate conclusions Transform your website and become an online marketing master with A/B testing. Sources: 1. Soskey, Ginny. “11 Common A/B Testing Myths BUSTED.” Hubspot. N.p., 12 Mar. 2013. Web. 29 Apr. 2014. <http://blog.hubspot.com/blog/tabid/6307/bid/34254/11-Common-A-B-Testing-Myths-BUSTED.aspx>. 2. Chopra, Paras. “Mulitvariant Testing in Action.” Smashing Magazine. N.p., 24 Nov. 2010. Web. 05 May 2014. 3. Nielsen, Jakob. “Putting A/B Testing in Its Place.” Neilsen Norman Group. N.p., n.d. Web. 30 Apr. 2014. <http://www.nngroup.com/articles/putting-ab-testing-in-its-place/>. 4. “The Complete Guide to A/B Testing.” A/B Testing: The Complete Guide N.p., n.d. Web. 15 May 2014. <https://visualwebsiteoptimizer.com/ab-testing/>. You may reproduce and distribute this infographic in its entirety. You may not create derivative works. (Licensed under the Creative Commons: http://creativecommons.org/licenses/by-nd/3.0/) www.4imprint.com Infographic created by www.4imprint.com, based on the AB Testing Blue Paper ® . Download Blue Paper at: http://info.4imprint.com/bluepapers/ab-testing/ A/B testing
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