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A/B Testing

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The A/B test, also called split testing, involves randomly presenting different versions of the same variable to different segments of website visitors simultaneously to determine which version leaves the most significant impact and drives the most business results.

As part of the Conversion Rate Optimization (CRO) process, A/B testing provides qualitative and quantitative insights into your users. The collected data can also be used to understand user behavior, engagement rates, pain points, and even satisfaction with new website features, such as new features or revamped sections. Your business loses a lot of revenue if you fail to A/B test your website.

Why should you consider A/B testing?

On the other hand, eCommerce stores are grappling with a high cart abandonment rate, while B2B businesses are unhappy with all the unqualified leads they get per month. Meanwhile, the media industry and publishing sector are also facing the problem of low viewer engagement on their platforms. In addition, several common problems can affect the core conversion metrics—for example, leaks in the conversion funnel, drop-offs at the payment page, etc.

Let’s see why you should do A/B testing:

1. Solve visitor pain points

It is important to note that visitors to your website come with a specific goal in mind that they wish to accomplish. Visiting your website could range from gaining more knowledge about your product or service to purchasing a particular product, reading/learning more about a specific topic, or simply browsing. There may be some common pain points during the process of achieving the visitor’s goal, regardless of what their goal may be. For example, there can be ambiguous copies, or it can be hard to find the call to action button, such as buy now, request a demo, etc. 

2. Get better ROI from existing traffic

Using A/B testing is a great way to make sure you make the most out of your existing traffic and increase conversions without spending extra money on acquiring new visitors. Suppose you do A/B testing on your website. In that case, it will likely give you a high return on investment.

3. Make low-risk modifications

To optimize your web page, you should use A/B testing to make incremental modifications rather than redesign the entire page from scratch. It can reduce the risk of placing your current conversion rate at risk by doing. 

It is possible to increase the return on investment by using A/B testing to target your resources for maximum output with minimal modifications, resulting in an increased ROI. A product description change could be an example of such a change. If you wish to remove or update your product descriptions, you can conduct an A/B test to evaluate the effectiveness of the change. You do not know how your visitors will react to the change that you make to your website. You can determine which side of the scale the weighing scale is inclined toward by conducting an A/B test to analyze their reaction. 

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