News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How to create a solid A/B testing strategy
One of the greatest challenges for businesses is getting the data right. Online retailers should take prudent effort to make sure the infrastructure and process they've implemented is sound. For example, the "novelty effect" suggests that just because a change has an impact initially, doesn't mean it can be sustained over time. Will your customers grow tired of cyber deals every ten minutes for a week? Testing is one way to determine what customers really want.
Kristina: What are some common mistakes companies make in A/B Testing
Dan Siroker, CEO of Optimizely: One common mistake is not asking the right questions. Consider first what you want the answers to be. Those hypotheses will then help you decide what to measure. Common examples of tests for online retail include: homepage bounce rates, category page views, product page views, shopping cart ads, and all stages in a checkout flow all the way to the 'Thank You' page. In general, rather than asking "What are the variations we are testing?" consider asking, "What question are we trying to answer?" as a means to get more effective and relevant results.
Another is not making the web site call to action loud and clear. As the site-wide checkout entry point, your primary calls to action--like "add to cart" or "sign up for emails"--are critically important to test. These tests should clarify what precisely you want your website to accomplish and whether you are effectively directing shoppers to accomplish those goals.
Kristina: How can marketers get started with A/B testing?
Dan: To ensure the best return on your effort, first look at your web analytics to see which pages have the most room for improvement. You'll want to first attack these pages. Next look at the traffic volume that hits each page and determine which are the most high-cost, such as those that originate from paid search or affiliate programs. Lastly, assess the ease of implementation--from both a cost and technical perspective. Once you've conducted this type of assessment, you can rank the pages and start the A/B testing where you need it most. You'll quickly find that the tests take the guesswork out of website optimization and enable data-backed decisions that shift business conversations from "we think" to "we know."
You can read part one of my chat with Dan, including his top five hubs to test, here.
- Brands: How Chat-As-A-Service can work for you
- Survey: Computers are the connection of choice for sports fans
- Expert: The link between returns and cart abandons
- Mobile Roundup: App releases focus on connection, analysis
- Amazon's latest delivery location - the trunk of your car
- How mobile will change in 2015
- Ad Roundup: Partnerships to deepen brands' reach
- Survey IDs SEO platforms most brand friendly
Featured White Papers
- Design Matters: How To Create The Optimal Mobile Shopping Experience
Over two-thirds of US consumers under 50 say they would be happy if shopping evolved into a mobile-only experience, recent...
- Tasty Tips From Marketing's Master Chefs
The art and science of effective marketing and demand generation is like a great recipe- Marketing master chefs turn traditional...