A/B Testing
Think you are intuitive about what a customer wants? I am sure you are, but if you want to (ahem, actually) boost performance, maybe you should just ask them. Do what? Yes, ask them through A/B testing. These little insights can add up to big incremental wins!
A/B testing is at the center of everything I do so let’s dive in!
Ask a question: We’ll start by pondering a question, like, "How can we get more clicks from my homepage to the product page?" And how will this impact overall site Conversion Rate %?
Do research: Next we’ll look for clues and insights that can help us crack the code to better performance.
Construct a hypothesis: We’ll come up with a hypothesis. For example, "Maybe putting a cute picture of a farm animal in the hero image will get people to want to drill down further”. (You’re still reading so it worked!)
Calculate duration of test: One critical piece is figuring out how long we need to run your test to gather enough data to reach stat sig. This step is crucial for accurate results.
Test the hypothesis: And finally, time for the fun part (not that all of that wasn’t fun). We’ll set up your A/B test and see what happens!
Drum roll, please.
Is hypothesis true?
Yes! If our test confirms our hypothesis, maybe you are right about your intuition. Congrats! We’ll report out the results, implement the change, and bask in the glow of our newfound success. We’ll also model out what this change will look like over the course of the year and how it overall revenue – cha-ching!
No… Have no fear! If our test gives us a reality check, that’s okay! I didn’t think I was a psychic anyhow. We’ll analyze the data and come up with a new hypothesis.
Sounds cool! So where do we use A/B testing?
Great question! Literally across everything we do!
Website: A/B testing can help with incremetality in every single step of the conversion funnel
Performance Marketing: I use A/B testing in every single campaign to see what is resonating best with customers (as good as I am at guessing). This will ultimately help reduce CAC.
CRM: Because why would you not A/B test every email? This tool will help find small incremental wins that eventually add up to big LTV wins!