A/B testing

What Is Split Testing?

Split testing, also known as A/B testing or bucket testing is a great way to find out which version of a web page or a mobile app is the most successful. If you want your site to convert more visitors, you can use a split test to compare versions of your web pages and see which one has the best conversion rate. 

You create two variations of an element of a page and split traffic evenly between the two variations. A change could be anything from testing an image, copy, or the color of a CTA button. When the split test is launched, your website traffic is split randomly across different versions of your webpage. The performance of each version is tracked and analyzed by the software that's running the test. The version that converts the best is identified after the A/B test is complete.   

After diving up traffic to the two variations you can see which one performed better. From there you can use the winning variation moving forward.

Value of A/b testing

Why Multivariate Testing Is Important

There are several benefits to multivariate testing. It saves money, increases engagement, optimizes content, and allows you to learn more about your user’s preferences.  

A/B testing allows companies to save money by pinpointing which variation of their site will perform better. A/B testing can make a huge difference in the effectiveness of your efforts to improve your website, drive conversions, or any other metric you’re looking to improve. This process helps you identify what's working and what needs to be improved. Experimenting with what works can help you find the best way to market your products or increase conversions. With A/B testing, you can increase your ROI, lower your risk of failure, and have a stronger marketing plan overall. 

A/B testing is the single most effective way to increase conversion rates. Knowing what works and what doesn’t gives you actionable data that can help you streamline the conversion process. The simple process of trying two versions of an ad or offer at the same time to see which one does better is critical for success in this digital age. 

With the vast amount of content available to consumers, it's hard to predict what type of content they will respond to. Testing regularly helps you stay ahead of changing consumer behavior. Ultimately, AB testing lets you be in control of your strategy by using real data based on customer preferences.

data driven decision making

Make Smart Product Decisions Backed By Real Data

Oftentimes people have conflicting opinions about different designs, copy, or flows for your website or they have a new idea they want to implement. Rather than having an opinion or guess guide changes made to your website or app you can use an A/B test and let the data speak for itself.    

Accurate A/B tests can make a huge difference in your return on investment. Although it may take time, you can use these tests to measure your strategies and figure out which ones are best for your company and product. 

If you have a variation that’s working far better than the other, then it’s careless not to try it. When you run a test, you’ll be able to see what works and what doesn't. The best part is that an A/B test provides you with clear evidence. Testing can have a huge impact on your business. By knowing what works and doesn't work for your business, it can guide you in making long-term decisions.

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best practices

A/B Testing Best Practices

When it comes to optimizing your website, good planning is key. You should always know what you’re looking for before you start testing new material. This way, you’ll know what success looks like. For example, if you’re testing two new variations you also want to know that whichever one performs better in the test is also doing better than your current baseline result.  

In order to get accurate, relevant, and positive results from a test, it is crucial to run simultaneous tests of variations. You can’t just test one variation today and the other tomorrow because external variables that influence the experiment are not accounted for.

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How To Run An A/B Test

The first step in running an A/B test is to decide what you want to test. This could be a new design on your landing page, an ad, or the price of your product. Once you've decided on a feature, you'll need two versions of it: one for the control and one for the test.

From there you want to run your experiment for a couple of weeks and finally look at the results to keep the winning variation. From there a crucial part is to learn from your results and determine what you want to test next. Through several small optimizations, you can have a big impact on your company.

gain control

Have More Control of Experimentation

Feature flags are an easy way to run A/B tests and ship with confidence. For example, you can create two variations of a landing page and wrap them in a feature flag. From there you can have half your website visitors see version A and the other half see version B. Whichever variation drives the most conversions or performs better will be your winning variation. From there you can kill the least successful feature flag and route all your users to the winning variation.

A/b testing with feature flags

Easily Run A/B Tests

DevCycle feature flags allow you to easily run A/B tests. Multivariate feature flags are made to seamlessly drive traffic between several variations of a page. The testing period and division of user traffic can all be done through a feature management platform like DevCycle which has an intuitive dashboard that anyone from your team can use. 

This helps democratize experimentation since not just engineers can control the A/B test. Product managers, marketing, and other stakeholders can view the results of the A/B test and control it, allowing developers to have more time to code.

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