A/B Testing, also referred to as split testing, is an important component of business analytics. Using A/B Testing, businesses compare two different versions of their website, outreach emails, or other testable components for optimization purposes. Software in this segment analyzes conversion rates and other engagement factors of multiple versions and offers comparative analytics about each of them. You can decide which version works best for your campaign based on A/B test results. A/B Testing removes much of the guesswork when creating a marketing campaign or optimizing a website and provides quantifiable data based on which you can select the best course of action. Read the full software guide...
A/B Testing software helps marketers compare two versions (A and B) of a marketing asset against each other to find out which version is more effective in achieving the desired goal.
For instance, your desired goal could be increasing the conversion rate on a landing page. In order to achieve the goal, you can use the software to run an A/B test on two variants of your landing page or on one particular element of the page, for example, the headline or color of the CTA button.
A/B testing software helps create a modified version of the page or element being tested, splits your website visitors into two groups, directs one visitor group to the original version and another group to the modified version of your page.
The software then measures the performance of each version, analyses the results and generates reports in the form of graphs and charts. This helps you identify the winner and make informed decisions based on statistical analysis.
More advanced products allow you to test more than two variables of a page or element. You’ll also find products capable of performing complex multi-page tests.
A/B testing software products can be segregated into a few different categories, depending on the testing options they provide, the technology they use and their area of focus. Some of the main types are as follows:
Some important things to consider when choosing A/B testing software include the level of traffic to your website, technical expertise of your team, types of tests you want to perform, and your budget. If you have a small budget but sound technical know-how, you may want to choose a self-service solution. If you need support from the vendor for building tests and analyzing the results, consider choosing a managed service.
Client-side products are ideal for non-technical users looking to create their own tests. These products usually come with a WYSIWYG (What You See Is What You Get) interface that allows you to make the desired modifications to your webpage or mobile app on your own, without having to write a single line of code. For instance, you can change the color or positioning of your CTA button, hide certain elements, or modify the headline.
On the other hand, if you are looking for enhanced IT security and greater control on building a test, you should opt for a server-side tool. Remember, however, that this type of software presents a steep learning curve to non-coders.
Also, consider what types of tests you can conduct with the software. Some tools offer multiple testing options, including A/B tests, multivariate tests, multi-page tests, split URL tests, mobile-focused tests and multi-armed bandit tests. You’ll also find solutions that offer one or two of the above tests. Make sure you choose exactly what you need.
For instance, some vendors charge a higher subscription fee for multivariate testing. Also, you’ll need a high traffic flow to your website for conducting a multivariate test successfully. So if have a limited budget and traffic, you may want to leave out the multivariate testing option from your must-have list. However, if you are planning to test multiple variants of a page at once, you’ll need the multivariate testing option.
If you’re looking to test only one particular type of marketing asset, look for a specialized solution. For instance, A/B testing software focused solely on landing pages often comes with a library of customizable landing page templates, so you can create and test a new design quickly.
More advanced products feature customized segmentation and targeting functionalities. Using these tools, you can segment your visitors on the basis of their location, demographic, the type of device they use, etc. A/B tests help determine which variant of your page performs well with which visitor segment. For instance, version A may get an overall higher response rate, but version B may still get more responses from a particular customer segment, such as female customers. You can use this insight to drive the right segment of your traffic to the right variant of your webpage, for higher conversions.
Other key factors to consider include how the software integrates with other testing tools and data sources, its reporting capability and if it has an intuitive user interface.
Overall, A/B testing software is beneficial for any business looking to lower its bounce rates and increase its conversion rates.
|A/B Testing||Run split tests for websites, emails, ads and more by serving different versions of the content to different users.|
|Analytics||Analyze and gain insights from data including web traffic, campaign conversions, sensoric output and more.|
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Bug Tracking||Log and track issues to capture, report and monitor bugs for the purposes of software development and maintenance.|
|Conversion Tracking||Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.|
|Dashboard||Dashboards are digital interfaces commonly used to visualise data or give quick access to important features and functions of online platforms. They often serve as an overview gateway in software applications.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Data Visualization||Data visualization features render a visual interpretation of data sets through the use of charts, infographics and other visual cues generally in form of a reporting dashboard.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Multi-Site||Support for several different websites in the same application.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Referral Tracking||Track contact-, user- or visitor- referrals from advertising networks, other websites, business partners and other channels for intelligence, revenue sharing or similar purposes.|
|SEO||Search Engine Optimization (SEO) refers to the process of producing content or optimizing and promoting webpages to improve their ranking on search engine results pages (SERPs).|
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