How To Use A/B Testing Stats To Improve Conversion Rates

byFrankB-1

6.6K followers

1 year ago

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Hi WA Friends!

I keep getting asked about A/B testing, so here's a quick look at how it works. There is also plenty of A/B testing training on WA, too.

The Basics Of A/B Testing

A/B testing helps marketers figure out which version of a webpage, email, or ad works better. By comparing Version A and Version B, you can make changes that get more people to click, sign up, or buy.

It's actually is pretty simple. You make two different versions of something you want to test, like a webpage or an email. Then, you show each version to different groups of people and see which one works better. The key is to use stats to make sure your results are real and not just random.

Start with a guess (called a hypothesis). For example, you might think changing the call-to-action button from "Sign Up Now" to "Get Started Today" will get more people to click. So, make two versions and see which one gets more clicks.

Setting Goals And Metrics

Before you start, set a clear goal. What do you want to improve? More clicks? More sales? More time on your page? Knowing your goal helps you pick the right thing to measure, like click-through rate (CTR) or conversion rate. For example, you might say, "I want to increase the conversion rate by 10% by changing the button color." Having a clear goal makes it easier to know if your test worked.

Sample Size And Statistical Significance

You need enough people in your test to make sure the results are trustworthy. The bigger the group, the better. Statistical significance means the result probably didn't happen by chance. A common rule is to aim for a p-value of 0.05, which means there's only a 5% chance the result is random.

Running The Test And Collecting Data

After setting up your A/B test, start collecting data. Be patient and let the test run long enough to reach the target sample size. Don’t stop early just because one version seems to be winning at first. Results can change as more data comes in.

Analyzing The Results

When the test is done, look at your metrics to see which version did better. Compare things like conversion rate or CTR. Use a stats calculator to make sure the difference is significant. A 95% confidence level means you can be pretty sure your results are correct.

Keep Testing To Improve

A/B testing is something you should keep doing. Once you find a winner, make it your new control version and test something else. This way, your marketing keeps getting better over time. Even small changes like a new headline or button color can make a big difference!

Common Mistakes To Avoid

Don’t stop your test too soon. Also, don’t test too many things at once; stick to one change at a time so you know what caused the difference. Always have a control version to compare against.

Tools To Help With A/B Testing

There are many tools that make A/B testing easier. Tools like Optimizely and VWO help you set up tests and see if your results are significant. Google Optimize was a popular choice, but it has been discontinued.

Manual A/B Testing (Without Tools)

If you don’t want to use special tools, you can do A/B testing manually:

1. Define Your Goal: Decide what you want to test.
2. Create Your Versions: Make Version A (control) and Version B (variation).
3. Split Your Audience: Divide your audience into two groups.
4. Measure Performance: Track metrics like CTR using tools like Google Analytics.
5. Check Significance: Use basic calculations to see if the difference is real.
6. Run Long Enough: Let the test run until you have enough data.
7. Analyze Results: If Version B does better, make it your new control.
8. Repeat: Keep testing to keep improving.

Tell Me What You Think!

Are you using some form of A/B testing to improve your conversions? What are you using?

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Keep On Rockin' It! 🤘

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Frank 🎸

~ 70% Human written content.