ab testing program

Free ebook: How to Create an A/B Test Program That Gets Results

A/B tests tell you whether changes you want to make will improve your conversions. The most common example is a test that compares two website headlines. Half of the people who visit the website receive one headline (control), while the other visitors see the other headline (variant). The purpose of the test is to determine which headline wins at converting people to sign up. In this PDF, we’ll go through why Kissmetrics is a great tool for tracking your A/B tests. You’ll learn how to run and optimize your A/B testing process using one of the best A/B test reporting tools on the market. But before that, we’ll get into how you can find the big wins when you’re first starting. Learn how to: - Get qualitative insights (customer feedback) - Predict how to improve - Confirm the prediction with an A/B test

First 3 Pages

How to Create an A/B Testing Program That Gets Results A/B tests tell you whether changes you want to make will improve your conversions. The most common example is a test that compares two website headlines. Half of the people who visit the website receive one headline (control), while the other visitors see the other headline (variant). The purpose of the test is to determine which headline wins at converting people to sign up. In this PDF, we’ll go through why Kissmetrics is a great tool for tracking your A/B tests. You’ll learn how torun and optimize your A/B testing process using one of the best A/B test reporting tools on the market. But before that, we’ll get into how you can find the big wins when you’re first starting. FINDING THE BIG WINS If you’ve never tested before, you’ll find several 5-20% increases to your bottom line. I’m not talking about increases to some random conversion rate. This is an increase to your revenue and customer base. Finding a few 10% improvements to your revenue will take your business to a completely new level. The best part? These are usually permanent increases to your customer growth. Make a single change to your business and reap the rewards for years to come. But randomly testing all sorts of stuff on your site won’t find these big wins for you. We need some guidance on where to start looking. If you’re not an optimization pro that throws out A/B tests like candy, this is the process you want to use in order to get moving quickly. To find the big wins with A/B testing, follow these steps: 1. Get qualitative insights (customer feedback) 2. Predict how to improve 3. Confirm the prediction with an A/B test Let’s work through each of them: 1. Get Qualitative Insights Qualitative data does a great job with alerting us to problems. More importantly, it helps us learn the WHY behind the WHAT. Using analytics, you’ll see where you customers bail,which features they use, and who your most profitable customers are. But to understand why your customers are doing what they’re doing, you need to go talk to them. At Kissmetrics, here are our 5 favorite ways to get customer feedback: 1. Surveys 2. Feedback Boxes 3. Reach Out Directly 4. User Activity From Your Analytics 5. Usability Tests To find the big-win optimizations, we want to continue to look for trends in the feedback we’re receiving while diving deeper into issues we think are stirring up trouble. Let’s say you’ve been looking at your funnel and you notice that only a few people upgrade to a paid plan or purchase your product. You have a TON of people clicking on your offers but as soon as they see the price, they bail. THIS IS WHERE WE WANT TO GET SURGICAL WITH OUR QUALITATIVE DATA . Throw up a one-question survey on the purchase page asking people if they have any questions about the product. You could also include a support button to collect feedback. And reach out to customers that HAVE purchased and ask them why they chose to become a customer. Once you’ve gotten feedback from 15-20 people, I bet you’ll be able to find a trend in the responses. Maybe you’ve oversold your offer in your marketing. Or maybe you haven’t addressed a critical objection in your copy. Here’s the main take-away: qualitative data helps us understand which elements will have the biggest impact when running A/B tests Set up you customer feedback systems so you can easily spot emerging trends. And when one pops up, dive deeper so you know exactly what’s going on.