Fuel Hotel Marketing Podcast: Episode 9 – The ABCs of A/B Testing
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We get testy with each other this week, as we talk about how to effectively run tests on your website in order to increase conversion and revenue. The episode also features a super-secret special guest from a galaxy far, far away.
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You must unlearn what you have learned – If you want to feel really dumb, check out: Which Test Won
Experimentation – no idea is a bad idea
KPIs – Understand exactly what metrics will be measured
High Volume Pages – test pages that get a lot of traffic before pages that get little traffic
Iterative Testing – change one element at a time on a page, and then build upon the results
Multivariate Testing – Common misunderstanding of what MVT is and isn’t. Keep number of variations to a minimum, as the more variations, the more traffic needed to get statistically significant results. Explain differences in testing software in how MVT is served. Device Type – Segment results based on device type and/or run different versions of test for different types
Failure – a test that results in a negative result is not a failed test
Questionable Outcome – indicates variations were not different enough, or that element doesn’t have an impact on conversion