πŸ”‘ Configuring an A/B Test

πŸ“– Definition

An A/B test enables you to test the performances of a new version of an element on your website (e.g., CTA, header, image, wording). After analyzing the results of your test, you need to decide which version has performed best according to the goal you wanted to reach (e.g., increasing the number of clicks, the number of pages viewed, decreasing the bounce rate). You can then apply these changes directly to your website.

βš™οΈ Configuration

Here are the 8 tips for a successful set-up:

  1. MAIN INFORMATION: We recommend establishing a hypothesis of your test according to the following model: If I apply [this change on my webpage] to [this audience], then [it will impact] and enables to enhance [this goal]. And to add it in the description field.
    In the URL field, enter the URL you want to load in the editor. This URL may be the one you target in the targeting step.
  2. EDITOR: Make simple modifications such as changing the color of a button, replacing an image, changing the wording of an element. To test combinations of changes simultaneously, choose the Multivariate test.
    If it is clickable, always put an action tracking on the element you modify.
  3. GOALS: As the primary goal enables you to determine which variation takes precedence over the others, you should choose the action tracking related to the element you have modified. Indeed, it is the user behavior that is more likely to be affected by the modification you have made in the editor.
  4. TARGETING: Be careful when entering the targeted pages (in the Where section) of your test to ensure that it will display correctly on the pages you want to target (e.g. Product pages).
    To trigger the test only for visitors using a specific device, use the Device criterion in the triggers section.
  5. TRAFFIC ALLOCATION: Traffic allocation must be identical for each variation. For example, avoid the following distribution: original 20%, variation 1 50%, variation 2 30%.
  6. QA: QA is a fundamental step to make sure that the modifications appear correctly on all targeted devices and that your action trackings have been configured correctly. For more information, refer to Using the QA assistant.
  7. Before launching your test into production (that is to say, making it visible to your audience), make sure the QA mode is disabled, the targeting of your test has been saved and traffic allocation is evenly divided between the variations.
  8. We recommend that you let a test run for at least 15 days before analyzing it.

πŸ’‘ Use cases

A/B tests can be used in the following cases: 

πŸ–ŠοΈ Action / modification

🎯 Goal(s)

Challenging the color of a CTA

Limiting anxiety of the CTA and easing the add to basket action.

Changing the order of the labels in the navigation bar

Boosting access to the Christmas shop section.

Hiding blocks in the Homepage

Reducing the bounce rate.

Changing the position of the related articles links in the article pages

Increasing the number of viewed pages per session.

Implementing a pop-up displaying the user’s basket items upon returning to the website

See how Pets at Home drove more users to the checkout & confirmation page.

 

 

Need additional information?

Submit your request at product.feedback@abtasty.com

Always happy to help! 

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