Be consistent in A/B testing to eliminate assumptions and boost conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 29, 2020, 10:58 AM UTC

It helps get more conversions from the traffic a site currently sees.

This article shares some rules to keep in mind while A/B testing to boost conversions. The author suggests running a test for at least a week to rule out exceptional variations and because website traffic varies from one day to another.

The piece also advises running a test until at least a 95% confidence level has been achieved towards the winning variation. Marketers must be mindful that the smaller a conversion boost, the longer a test needs to run, and the converse is true as well.

The author recommends testing the headlines first as those have the potential to boost conversions by 30%. One benefit of regular and consistent A/B testing is that it eliminates assumptions and disagreements.

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[6 minute read]