October 4, 2022
3 Minutes

Scientists aren’t the only ones testing hypotheses – marketers are constantly running experiments to improve the user experience on websites and apps.

What is A/B Testing?

Great question! A/B testing is a method used by marketers to compare two versions of something (usually a webpage or an app) to see which one performs better. Essentially, it’s an experiment where two or more variations of a campaign are shown to randomly assigned users. With origins dating back to the 1920’s, A/B testing is widely used by marketers looking to make data-informed decisions about website optimization.

How to Conduct an A/B Test: The Basics

1. Begin by deciding which variable(s) you want to test.
2. Identify your goal and the primary metrics you will use to evaluate the performance of the original version and the variation.
3. Create the variation(s) and your ‘control’ variable.
4. Randomly assign two sets of users to either the control version or the variation version.
5. Run the experiment and measure user interactions with each experience.
6. Analyze the results. Focus on your primary metrics and determine whether or not there is a statistically significant difference between the variations.
7. Make improvements based on the results to help you reach your goals.
8. Start from the beginning again! Plan your next A/B test so you can improve the user experience and reach your goals.

What About CRO?

Conversion rate optimization (CRO) is the practice of enhancing your website to increase the percentage of visitors who take a desired action on a webpage. For example, a desired action could be making a purchase, filling out a form, clicking a link, or subscribing to a newsletter.

Conversion rate is the percentage of users who take a desired action on your website, and it is calculated by dividing the number of conversions by the total number of visitors, then multiplying by 100. Conversion rates vary by industry and conversion goals, so comparing yourself to a general average isn’t especially useful. When your conversion rate is lower than competitors or is not reaching your goals, it’s time to use CRO.

How to Implement CRO: The Basics Pt.II

The most important thing you should do is take the time to understand and learn from your users. Listen to what they say about your website, how they use it, and what they want from the experience.

1. Identify key metrics and target audience.
2. Use quantitative tools to uncover what is happening on your website. Track website traffic, examine when/where visitors drop off the sales funnel, and measure customer satisfaction.
3. Use qualitative tools to determine why users behave in certain ways. Gather feedback on your website, read online reviews, and examine how users navigate through your website.
4. Then, test changes and measure improvements to your site. This is where A/B testing comes into play, in addition to analytics and feedback tools.
5. Continuously make content enhancements, workflow improvements, and evaluate changes with A/B testing.

A/B Testing vs. CRO

A/B testing and CRO are similar, but not interchangeable. The CRO process includes research using quantitative and qualitative information, identifying problems, making changes, and then testing the efficacy of those changes. A/B testing only encompasses the testing portion of the CRO process.

Both CRO and A/B testing have the goal of improving website user experience and reaching conversion goals, and both have the capacity to address user problems and provide solutions. However, CRO focuses on the customer and aims to uncover the reasons for user problems, while A/B testing evaluates two versions of a webpage to solve less complex user problems.

Remember that both are incredibly valuable techniques that can provide meaningful insight about your users and your customers’ website experience. Take advantage of the insights provided by A/B testing and CRO to capitalize on the opportunities your users provide.

Resources for a Deeper Dive Into CRO and A/B Testing:

https://hbr.org/2017/06/a-refresher-on-ab-testing

https://www.optimizely.com/optimization-glossary/ab-testing/

https://blog.hubspot.com/marketing/how-to-do-a-b-testing

https://www.hotjar.com/conversion-rate-optimization/

https://blog.hubspot.com/marketing/conversion-rate-optimization-guide

https://www.optimizely.com/optimization-glossary/website-optimization/

https://lineardesign.com/blog/what-is-cro/

https://www.tanknewmedia.com/blog/what-is-cro-and-why-does-it-matter