Dec 7

4 Questions to ask before A/B testing

A/B Testing

With the propagation of the A/B testing tools, the era of experimentation is finally here. When you look at how the face of the e-commerce industry has changed with the constant improvement that these experimentations have made possible, you’d see how far we’ve come. In today’s time, having an eCommerce business that grows is more of a science rather than an art. And, the science is what A/B testing is all about.

A/B testing lets you test the different elements of your site, evaluate the data and make the necessary changes that are beneficial to both you and the customers. The decision is to optimize your site in order to enhance its performance. As a result of good A/B testing practices, the number of visitors and augmented conversion rates will be visible at the online store.

Be smart and avoid the mistakes that may affect your test goals while you A/B test the selective pages of your online store. In order to take you on the right path, the following are the questions that you help you enhance the chances of success in your next A/B test effort.

Why should you test “these” pages or variables?

Isn’t that an obvious question with an obvious answer that is – to boost up the conversion rate of the website? However, that’s not the only scenario here. When you are preparing yourself for the experiment (preparation is everything in A/B testing), you should have a specific reason to test those respective variables. If you are clueless as to what to test, you should wait, think about it and then come back to the decision.

Whether to choose the red color of the CTA button or the blue will only make you waste time and not lead to anything that makes your site better. When you think about why should you test the respective pages, have a look at these benefits:

  • Reduced bounce rates
  • Higher conversion value
  • Improved conversion rate
  • More sale; and
  • Improved content

Having thought about the benefits, the question “Why should you test?” rather than “What you should be testing?” has greater value. When you ponder over the former question, you’ll understand that whether it is the right thing that needs optimization or not. So, think a lot of the reasons why you need to test “those” pages.

How long should the test go on?

Now as we’ve already prepared the list of “what the test will be about?” and “why will we test those respective variables?”, you should ask yourself – “how long should the test go on?” According to the past experiences, the duration of the test should be long enough that it gets maximum visibility. For example, if you keep two variables side by side for a night or two where the same gets not more than 20-25 views, would that make any difference?

In order to make sure that the results are full-proof and worth implementing, you should keep the variables live for a certain time-span in order to get enough experiences for you feel like it’s an adequate sample size.

For example, if we take the CTA (Call To Action) and the views that it gets, it is important to make sure that the sample size is large enough to be the representative of the audience. We look at the percentage of people who clicked on the CTA vs. the number of people who saw it. That’s what we call the conversion rate.

When should the test run?

Like we mentioned earlier, preparation is the most important aspect, this too is counted in the same category. Testing, timing and planning the whole experiment is the most crucial part.

  • When should you run your A/B test is dependent on a few things and you should keep them in mind? They are:
  • Make sure you decipher the length of the test before you start running it. (The above point fits in right)
  • Remember to run the tests in full week circles. Starting from a Monday to Sunday or Sunday to Saturday would be a great idea.
  • Keep in mind the conversion cycle
  • Just keep an eye on the changes that happen on the pages after the test is run. Avoid major hindrances.
  • Run a pre-test
  • Run a post-test
  • Evaluate the results with a direct approach; and
  • Don’t drag the tests to go on for months – it does no good

These tips will help you to set the testing period right and boost your chances of running successful A/B Tests.

What are the aspects involved in the test?

An A/B test’s biggest and the most crucial aspect is – the Target Audience.

When you take the diversified characteristics into account, you have to see a lot of things. As a result, you should be testing the same variables on mobile and desktop as well.

Why? Because of the following reasons:

  • Difference in traffic volumes
  • Difference in mobile traffic (Android vs iOS)
  • Optimize for different outcome
  • Wider reach to the audience;
  • A faster way to gather more data at once.

Every industry is different, but A/B testing their pages can help gather a lot of information about their conversions and sales. With free AB testing softwares available at MockingFish, you can transform your conversion rate with the maximum boosts.


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