Growth Business Data
Michalina Leśniak
Digital Transformation Digital Advisory
Maciej Cieślukowski Emilia Adamek
People Values
Tomek Jurek
Digital Advisory Customer Experience Technology
Izabela Franke
Digital Advisory CX Strategy Retail
Jakub Nawrocki
Digital Transformation Retail
Paweł Wasilewski

Featured Insights

Explore all insights
Close
Growth Business Data
Michalina Leśniak
Digital Transformation Digital Advisory
Maciej Cieślukowski Emilia Adamek
People Values
Tomek Jurek
Digital Advisory Customer Experience Technology
Izabela Franke
Digital Advisory CX Strategy Retail
Jakub Nawrocki
Digital Transformation Retail
Paweł Wasilewski
Explore all insights

Featured Insights

BusinessData Growth

Innovate and Iterate: Harnessing the Power of A/B Testing for Business Growth

Innovate and Iterate: Harnessing the Power of A/B Testing for Business Growth

Ensuring engagement is vital beyond just attracting users to your website or app. Despite an appealing design and efficient customer acquisition strategies, users may hesitate to get involved in the product and complete purchases.

Addressing such issues is crucial, but making changes carries the risk of worsening the situation, and even advanced analytics alone may not reflect user preferences accurately.

So, what is the answer? A/B testing is a great way to find the right way to improve your product and increase metrics. This low-cost solution allows you to test hypotheses with real users in a controlled environment, maximizing business value, enhancing retention, and boosting conversion rates.

What Exactly is A/B Testing?

A/B testing is a comparative methodology applied to assess two or more solutions to a problem, whether within a website, a mobile application, or beyond. This controlled experiment, which has been used in other contexts for over a century, is conducted among randomly selected individuals from a designated audience.

The roots of A/B testing trace back to the 1920s when it was initially employed in agriculture. The method was leveraged to experimentally evaluate the impact of intensive fertilization on one part of the land in comparison to another.

A/B testing in the context of digital products involves experimenting with different versions of the same item that only have a single difference. It’s like trying out different flavors of the same thing, but with just one slight tweak.

A stands for the control variant, which is usually the original version of an item like a landing page or the screen of your mobile app. B, on the other hand, stands for a new, updated version that differs from A in a changed variable.

In the example above, the only difference between Video A and Video B is that the text in thumbnail B uses a larger font. By randomly displaying Video A and Video B to different users, the company can easily find out which version causes more people to play the content.

In the second example, a company is checking if reducing the number of available choices from three to one will make users more likely to continue with the onboarding process.

You can test as many variations as you want simultaneously to zero in on the top-performing option. Once the experiment is over, the system lays out how each variant stacks up against your chosen metrics. From there, you get to pick the winner and roll it out confidently, knowing it'll propel your digital product toward its business goals.

Benefits of A/B Testing

A/B testing cuts through the guesswork, letting you optimize digital products or their components with confidence. Forget about coming up with subjective hypotheses for potential improvements – A/B testing relies on real user tests to guide your decisions.

Whether it's a minor tweak to a single element or a revamp of the entire website, the A/B paradigm can handle it all. The endgame? Impactful changes that move the needle on crucial business metrics. The need for A/B testing often arises when you spot red flags like high shopping cart abandonment rates, lackluster engagement on banner pages, or a drop-off in customers completing the purchase process.

Any metric that relates to conversions on a page or in an app is heavily dependent on the arrangement of elements on the page and overall ease of use. So, looking for the best way to improve high-impact screens in user flows is the natural next step towards meeting KPIs and maximizing business performance.

Integrating A/B testing into your decision-making isn't about ticking a box next to another corporate buzzword – it's a pragmatic move with a host of tangible benefits.

Boost user experience and conversion rates

When users interact with a digital product, they're on a mission – be it finding inspiration, learning something new, making a purchase, or tracking an order. If they can't achieve their goal quickly, frustration sets in.

A/B testing allows you to choose and implement the product variants that are the most intuitive and convenient for the customer. You can easily detect issues like cryptic CTA buttons, clunky transitions in the shopping journey, or product information being displayed in the wrong place or with an inappropriately sized font.

It's all about getting rid of annoying imperfections to deliver a seamless experience that keeps frustration at bay and conversion rates on the upswing.

Maximize your current traffic's ROI

A/B testing makes it possible to amp up your return on investment without significantly increasing your website traffic. Implementing small changes can make the buying process easier and simpler to go through, helping you accomplish better results without making additional investments in customer acquisition.

Decrease page abandonment during the purchase process

Page abandonment can have various triggers like badly constructed messaging, a content-user mismatch, or a lack of clear directions to move to the next steps. All of these elements can be tested and optimized based on the results of the analysis to convince more users to carry on with the process and make a purchase.

Personalize communications and offers

Another thing you can leverage A/B testing for is personalized content delivery. Utilize this method to offer tailored product recommendations based on recent customer purchases; for instance, presenting additional sports accessories to a user who has bought a basketball.

You can also extend the application of A/B testing principles to deliver distinct screens to diverse user segments. After you segment your user base using factors such as age, geographic location, shopping frequency, average order value, or frequently visited product pages, your digital platform can present unique content to specific customer groups.

Consider, for instance, employing data analysis to identify a demographic – like 20 to 35 year-olds in major cities – who are more inclined to browse your app looking for snacks or alcohol at 9 pm on weekdays. To increase this group’s engagement and enhance conversion rates, you can offer targeted incentives such as free delivery or exclusive discounts during that timeframe. It's all about employing data-driven insights with precision to meet customer preferences effectively.

Avoid risk by implementing small changes

A/B testing is generally based on making small, incremental changes to different elements of your digital product. With this approach, the risk of making a mistake and introducing clutter to the site decreases. A relatively low amount of low-cost, low-risk changes can bring you significant business benefits.

How to start reaping the benefits of A/B testing in your business?

Are you ready to optimize your business with A/B testing? Our new ebook, "The Ultimate Guide
to A/B Testing &
Its Business Benefits," has all you need to get started.

AB-Testing-CTA-Banner

Download it to:

  • Dive into A/B testing essentials with a no-nonsense outline of crucial preparation phases.
  • Explore a list of testable elements, broken down into universal and mobile-only options.
  • Navigate A/B testing effortlessly with a straightforward step-by-step guide.
  • Dodge common pitfalls by learning about the seven sins of A/B testing.

Get the ebook right now to feel confident in your ability to take your digital product to the next level, and if you want to learn even more about how to leverage A/B testing in your particular context, don’t hesitate to reach out to our experts.

Related insights

Arrange consultation with our Digital Advisory & Delivery Team

describe your challenge
Get in touch with our experts to learn more about the benefits of having us by your side.
We engineer
digital business

Subscribe to our insights

A better experience for your customers with Future Mind.

This field is required. Please fill it in, so we can stay in touch
This field is required.
© 2024 Future mind
all rights reserved