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 HEADLINEProduct

descriptions

Websitelayouts

Pricing/promotional

offers

Images

A

B

B

OFFEROffer

Increasesales

Improveconversion

rates

Raiserevenue

Increase leadgeneration

Ecommerceleads increase

20-25%

B2B leadsincrease

30-40%

Affordable Easy tomaintain

Measuressmall changes

Providesresults

Only measuresa single keyperformance

indicator

Focuses onlyon 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: “Willthe search buttonlocation make adifference withbounce rate?”

Research: Understand

customer behaviorwith analytic tools

Report:Share results

with the teamto assist in

future planning

Set benchmarks: Determinethe amount of time or number

of visitors needed to obtainstatistically significant results

Test: Create anA/B test to checkyour hypothesis

Develop hypothesis:“When the search buttonis on the left, visitors stay

on the site longer”

Analyze:Collect resultsand analyze to

formulate conclusions

Transform your website and become anonline 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