Written By :Appsierra

Thu Mar 14 2024

5 min read

What is A/B Testing | Why Is It So Important?

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A/B Testing

If you need to deliver the best version of your applications to your users, you must conduct A/B testing. But what exactly are these A/B tests? Why are they so important in app testing? Well, we give you one fact about A/B tests. 

These tests optimize the app’s user experience. Not to mention! They improve the performance of apps. Want to know more? Continue to read our blog for more insights on the A/B test!

A/B testing is a widespread technique most app developers and testers execute to deliver apps that meet users' needs. It involves comparing two versions of an app or website to see which one performs better.

 Essentially, the A/B test involves testers picking random users and showing them two different versions of the application.

Here, each app slightly differs from the other. For example, one variant would have an increased button size and the other small. So, the change between the two app versions can be the button size, feature, or even the complete design. As a result, the tester would gradually land on the best version of the app and drive business results.

However, there are multiple aspects you must learn before executing A/B testing. Our blog will take you through everything you want to know about the A/B test- its benefits, best practices, types, and more.

What do you mean by an A/B test?

Earlier, as mentioned, the A/B test is a test that works by comparing two versions of a website or app against each other to identify which one performs better in meeting a business goal. In this test, developers come up with two website versions, differing slightly in the pages, design, and headlines of their.

Afterward, the developers randomly show one version of the site to a group audience and another website to another. In statistical analysis, they use measures such as click-through rate, webpage bounce, and page impressions, amongst others, in order to identify the best-performing variant.

Other aspects of the site, like layouts and interfaces, are optimized by developers using A/B tests. It also helps testers to identify operational bugs that a site might possess. In conclusion, there are many benefits from website A/B testing for current business.

As such, we will discuss the benefits in more detail in the next section.

What are the benefits of A/B tests for businesses?

According to a report by Statista, as of October 2023, worldwide Internet users amount to 65.7% of the global population, precisely to be told 5.3 billion users. With this large base of users, a business firm can often be under pressure to find the target audience and build customer-centric websites. Fortunately, A/B tests help in many ways:

Increase user engagement

Looking to improve Your web content and increase site engagement? The A/B tests improve your content quality by directing you to select the correct feature and element in your web that attracts more traffic. For instance, you may be selecting the color of a button for your website.

Mitigates business risks

With the help of A/B tests, you can see how a feature or an element on your website impacts your users. That means you can know how a user reacts to it. Therefore, if incorporating a feature flags a negative impact on the users, you can pull back from the idea and come up with a better one. Hence, you can minimize risks.

Ensure quality content

A/B testing methodology is a high-reward method with low risks for businesses. It offers data-driven insights to make your website on top since users participate in A/B tests to give feedback. As a result, with this feedback, you can improve your website’s user experience and increase conversion rates.

Boost conversion rates

A/B tests are a great marketing strategy for your business to figure out what your audience likes and what makes them purchase your products. Besides, this test enables you to make changes to your websites for a positive user experience. For example, you can change the wording for your Contact Us button from ‘contact us now’ to ‘contact us now!’ and compare to see which version gets more clicks.

Lowers bounce rates

Incorporating A/B testing into website development helps make your web pages customer-centric. It identifies high-traffic areas and high-drop-off pages of your website. And so, to improve the drop-off areas on your website, you can conduct A/B testing and make changes that work best to reduce bounce rates.

Since you have learned the benefits of A/B tests, let us walk you through the different types of A/ B tests. Keep scrolling!

What are the types of A/B tests?

If you want to take your website on the right track toward success, you must know the different types of A/B testing. So, here are they:

Split testing

Split testing, an essential component of effective website management services, involves creating a new version of the existing website to determine which one performs better for your business. Besides, this test is highly useful when you want to test the redesigns of your current website without touching its pages.

Multivariate testing

Multivariate testing tests the multiple variations of elements, such as headlines, images, etc, on a website simultaneously. Hence, with this A/B test type, you can analyze which combination of elements performs well out of the element grouping.

Redirect testing

Redirect tests are often used to compare two different pages on a website. For example, testing a homepage against the landing page. So here, the core purpose of the redirect test is to measure which page delivers better results.

Server-side testing

Server-side is one of the best A/B testing methods that test changes taking place on the back-end or APIs Development of the website. Further, these tests help control the test environment and produce accurate results.

Now that you have understood the types of A/B tests, you must know how to perform robust A/B tests for your website. Let’s see. 

How do you perform A/B testing?

When you want to run A/B tests, you must follow a certain series of steps to ensure its efficiency. So, here are the steps to perform an A/B test:

Define the problem

Before you start the testing, you should identify the problem on your website that you wish to solve. For example, you can find specific components on your website to improve or locate a landing page to boost conversion rates. Besides, defining these problems would help you choose the right KPI metrics to measure.

Select the target audience

After you have identified the problem and set the KPI metrics, you can either target a random sampling or set up a control & treatment group. Here, the control group will get the website’s current version, whereas the treatment group will get the website’s modified version.

Create app variants

Now, you can create the two versions of your website- variant A and variant B. These variants must differ from each other since you want to know which version of it performs better. For instance, the two variants would be differentiated by layout, image, copy style, or elements and pages.

Execute the A/B test

Before you perform the test, whether manual or automated A/B testing, determine when to conduct it and how much time it will take to run. Nonetheless, you have to guarantee a reliability level equal to 95% up until the end of the test.

Analyze the result

Lastly, test results are collected and analyzed to establish which version of the website worked well. You can, therefore, use this point to evaluate the test based on the KPI metrics you discovered in the early stages.

What are the core best practices for A/B tests?

Using best practices from the A/B testing process will ensure your A/B testing is efficient and reliable. Therefore, the following are core practices for conducting accurate A/B tests.

Ensure data accuracy

It is essential to always confirm the results of A/B tests after everything else. So, just spend several minutes checking the testing execution and test data collection for reliability prior to analyzing the results.

Measure the right metrics

Include qualitative as well as quantitative measures in the A/B tests that will be used to measure the progress of the two sites. Therefore, you will be able to select the desired variant of a website.

Conduct one test at a time

This is why it is always recommended to do a single test at once. However, because these tests are both run simultaneously, it becomes difficult for you to make any meaningful interpretation of the result. Therefore, always test one at a time.

Avoid mid-test changes

This can often affect your test score and decision-making for mid-test changes. Thus, the right setting should always be put in place before embarking on any test project to have a clear process as one progresses.

To sum up

In business, A/B testing is invaluable for enabling management to develop marketing strategies to enhance the conversion rate of their websites. It is a tested model that makes the website customer-focused and oriented. We hope that through reading our blog, you will adopt A/B testing in the most appropriate manner. However, if you need professional help, our company- Appsierra, is always here for you. All you have to do is visit our website and contact our experts. So, let’s catch up!

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