What is an A/B test?
An A/B test consists of 2 scenarios, which are compared against each other to test which of the two leads to a desirable result.
Where are A/B tests used?
A/B testing(or A/B's) are used in many different fields and are thus not unique to digital environments. For example, an A/B test is used in the medical world to compare blood and DNA samples. or crash tests can compare the results of one seat belt variant with another to see which is the safest.
Why is an A/B test necessary for websites?
Imagine 2 people visiting the website where you sell shoes at exactly the same time. Person A buys something and person B looks at 4 different shoes and then leaves. Person A clicked the buy now button at the top of the page; but Person B did not. Now a pressing question may arise in your mind: "Does the 'buy now button' interfere with the purchase process or is there another reason why Person B did not click?"
There are now two possible scenarios: either you just adjust the knob and hope for the best; or you carry out the change on a separate page (variant B with a big blue button) and start an A/B test for a few weeks! So you check whether what you think is correct and read it off from the results. Of course, these impulsive adjustments are made regularly and that is not necessarily a bad thing. If the button is light red and the text is orange, then it is more likely that you can do an 'intervention' by improving readability. It's that simple!
But there is of course a very simple reason why it is necessary to use A/B tests: because you know for sure that the change promotes results through the A/B test. You have checked the assumption and simultaneously treated a possible solution numerically. With an A/B test you can turn your gut feeling into an even more powerful weapon in the battle to achieve more goals.
A/B tests map what works and what doesn't
The test therefore removes the assumption and maps out what works and what doesn't. As attractive as it may seem to just adjust everything, you are actually just taking a gamble on a better chance of success.
A/B tests make it easier to make choices
The pressing question of whether or not you should adjust the design should no longer depend on your own opinion and subjectivity. We are all human: you have a preference. But you are not the target audience. The end user shows you with his behavior what is desired. So the A/B test actually takes the doubt out of the decision to adjust an element and makes your life easier.
How do you set up an A/B test?
Starting an A/B test partly depends on how flexible your website is and how many elements you want to test. We also sometimes speak of an A/B/C/D test such as 4 different variants are tested. Design and development flexibility are necessary for continuous growth and improvement. You do not want to spend too much time making the A/B test and therefore test very small subtle changes to prevent as much noise as possible.
We set up an A/B test for all our customers, on our own initiative. Without too much consultation. If the test is complete and successful, a suggestion will follow to make or stop an improvement. Supported by figures that are specific to the target group of the end user. To this end, we present an overview of the results, substantiating why we are making the suggestion. It is then up to the entrepreneur/owner of the website to make the decision and to agree to the implementation of the change(s).