The A / B tests or also called A / B analysis, are widely used tests, especially in the world of marketing, which allow us to make the most correct option between two or more options. From comparative data between the different options, they allow us to know empirically which or which product is the most appropriate. They are also widely used in web designs, for example, as they help to make decisions about the arrangement of the different elements. In this way, we can ensure that the final finish on what is referred to, is the one that adjusts to a greater number of users and / or clients.
Let's really see what it's all about and how they work. And what parameters are more appropriate to consider to make sure that the A / B test is as successful as possible.
What is an A / B test?
An A / B test is a behavior analysis that extracts its results from presenting the different options to real users. Its purpose is to determine which option has worked best and is the most ideal. To do this, one or more options are presented, with "slight" changes between the two, and a comparison is made on which one has come closest to our objective. Whether for informational purposes, for valuation purposes, in pursuit of higher profits, or the underlying nature of our purpose.
Example 1: We have a website and we want to place a "call to action button", but we don't know which location is better. As our criterion is subjective (not empirical), we present, for example, 3 proposals. In one of them we place it in a zone A, another in a zone B and another in another zone that we will call C. We send said publication / article or present it in its 3 different forms, to obtain the data of about 12.000 users, divided into 3 groups of 4.000 people. After that, we will be able to know which of the 3 ways has been the most effective. And that is the one that we will end up choosing.
Example 2: The A / B test can be extended or reduced as much as we want, so let's imagine that we can improve the previous example. We have the location of where we are going to place the "call to action." But it turns out that we have two potential models and we are undecided about which one will be more attractive. Again, we could present Option A and Option B to a consistent number of people. After seeing which one has achieved the greatest impact, we would opt for that option.
Reasons for doing an A / B analysis
- Improve the design of your website: These conclusions can be drawn from Google Analytics. About which websites users tend to visit more, from page layout, menus, etc. Very useful if you need to opt for a predefined theme or design and you don't know which one to choose.
- Web optimization: In line with the examples in the previous section. It allows us to determine which banner, design, location or colors is more ideal and achieves greater success. For these cases, Adsense allows these tests to be carried out very easily.
- Increase profitability: Determining what is most effective will bring you better benefits. From web conversion, to the promotion of a product, or advertising banners.
- Don't go crazy: And it is that sometimes, even for the marketers themselves it is very difficult to jump into the void without having contrasted an idea. Not having to ramble to try to guess which line is best will help you continue with each idea you have at a firm and sure step. Avoiding the frustration of losing yourself without knowing why the results are not improved.
- Carry out really effective advertising: What type of advertising will be most effective? Where to do it and with what means? An A / B test will help you choose which one is best for you. In addition, you can count on Adwords data to find out which online campaign may be the most effective for you.
- Discover, define your audience and retain it: Each person chooses a brand for certain reasons, and knowing what they expect from it will help you make the best decisions. In this way, the risk of "derailing" with the content you want to show is minimized. Your own users will be the ones who prefer you through the A / B test, and consequently, you can continue to offer those that made them get closer to your brand.
Steps to follow to do an A / B test
- Define the objective to be pursued: Determine if we want to integrate something new, from a product, design, advertising campaign, or any element of our landing page. On the contrary, measure if we have problems in something that we had established, but that does not work.
- Raise the different alternatives: Once we have identified what we want to analyze, present the different proposals to be tested. If it has not been done before, there are typical errors such as saturating with too many different tests. Another typical mistake is to compare disjointed things with each other, for example, a video or an image. The results may not be very reliable, or little to do with the final idea. Avoid comparing things that are different deep down.
- Perform the test: Send the test in a generalized way and random users. It can be both by mail, or the landing page or product itself. Depending on the technology, and type of element that we are analyzing, we will decide to do it in one way or another. In any case, the important thing here is to be able to extract the data of which option has been more successful.
- Draw the conclusions: The part that interests us, with the results in hand, we can evaluate that it has been more successful. In case of being a new product, we can determine which is the one that would sell the most.
- Implement: Defined that gave the most result, we are going to implement what has given a better result, with the certainty of knowing in advance that it will work.
Conclusions
There are many tools on the internet to perform A / B analysis tests. As we have mentioned, Google Analytics, Adsense, Adwords, offer us these possibilities. But we also have other tools like Nelio AB Testing, a plugin for WordPress. If you are not one of those who use WordPress, there are websites and companies that offer their services such as Optimizeley, purely focused on the evaluation of the results.
Getting used to analyzing with A / B tests can lead to take somewhat scientific positions in decision-making. If so, take advantage of it! Being able to decide which option is more favorable and successful for you, will end up bringing you the same. And the more volume you play in your sector, the more interesting it will be to analyze each step you take.