Thinking about new ways to improve your business? Well, A/B testing is one of the best ways to take the business to the next level. However, when it is not done right then it can kill your business. For getting reliable results from A/B testing, you need to the right assumptions otherwise, all your efforts will go in vain. A/B testing plays a significant role in deciding the UX design of the website. Most companies do A/B testing to figure out which design can affect the user experience favourably & can boost conversions.
A/B testing or split testing offers a great insight into the user-behaviour which can help you in optimizing the web design. A/B testing is a research tool which should be used carefully to get great results. If you are thinking about running A/B testing on your own then you should be careful while doing it otherwise, you will end up falling into its pitfall. There are a plethora of different tools available with which you can easily run A/B testing, however, most people end up committing some mistakes which result in wasting their time, money & efforts.
A/B testing is a significant part of conversion rate optimization strategy. Companies who want to boost their conversion rates tend to use this tactic. When it comes to deciding the design of web layout, you should understand & incorporate elements that can improve the user experience of the customers.
What is A/B testing?
A/B testing or split testing is a concept majorly used in e-commerce & advertising. Using this method, one can easily improve social interaction, click-through rates & revenue flows, etc. It helps in identifying which variant of the design has performed better among your target audience.
To produce meaning results, you need to avoid falling in common A/B testing pitfalls. It takes a lot of efforts & resources in A/B testing so you should be aware of common mistakes to avoid it as soon as possible.
Here’re a few common A/B testing mistakes that everyone should avoid:
Short execution time
One of the most common mistakes that people tend to make is that they stop the results too early. Inexperienced testers keep the execution time short due to which they couldn’t attain the proper results. Many marketers get impatient due to which they end the test too early. Short execution time is a big mistake because it can lead to false results so you should give you’re A/B testing enough time before expecting any result. Long execution duration can give you an accurate result so if you don’t want you’re A/B testing to fail then make sure to have a good execution period.
Using too many variants
Another common mistake that people tend to make is that they incorporate too many variants in their A/B testing. Most people think that more variations can give a better idea but on the contrary, multiple options can make it difficult to drive desired results. Many inexperienced testers tend to add multiple variations in their A/B testing strategy which becomes quite problematic in the long run so you should avoid falling into this pitfall. Always ensure not to add more than 3-4 variations in your testing.
Testing without a hypothesis
Another common mistake that people make is that they don’t generate a predictive statement or hypothesis related to the testing which helps in understanding the impact of test results. Without having a hypothesis, you won’t be able to determine the goals you are trying to achieve or how will you dismiss the negative results. To reap most out of the A/B testing, it is essential to have an initial hypothesis so that you can figure out how to fix a problem.
Running the test in holidays
Another common mistake that people tend to avoid in A/B testing is running test in holidays. The traffic you see on a website is highly different from usual web traffic which makes the holiday season quite unfavourable for the A/B testing. You need to do A/B testing during the time of the year when your site is receiving usual traffic as then only you will be able to find out the exact results.
Measuring the wrong metric
All your efforts of A/B testing will go in vain if you end up measuring the wrong metric. Make sure to measure all the key metrics related to the conversions as the main goal of running A/B testing is to boost conversions. Many testers measure wrong metrics such as bounce rate, email open rates, etc. To reap the most benefit, make sure to measure the right metric.
So, these are the common A/B testing mistakes that everyone should avoid. To improve your conversion, A/B testing plays a crucial role as it can help you in understanding incorporating which design can help in improving the overall engagements. A/B testing offers a great opportunity to have an insight into the user behaviour and allows you to bring changes in your site that can boost its performance. A single mistake can make all your efforts fall apart so, make sure to take every possible step carefully.
Wrapping it up, we can say that, When it comes to A/B testing, avoiding mistakes as much as possible is essential. Make sure to keep your eyes on these common A/B testing pitfalls to take your website’s conversion onto the next level.