4 MISTAKES MAKING YOUR A/B TESTS INEFFECTIVE

A/B tests are about more than moving CTAs around, changing labels and playing with colors?

It's a waste of time anyway

These days, 99% of people know how to use your website

So unless it's a complete mess

Chances are the problems that need fixing are actually in the messaging

So before I break this down any further

What I'm about to describe below is only a fraction of what's contained in the guide

So save yourself some time and just download it - it's free after all

But...

For those of you who need a little more convincing

I'm not saying there's never a need to test the UI

In fact we do it all the time

But if you've already got the basics in place

And are following standard web design practices

I've found that the majority of A/B tests that manipulate the UI

Are often showing a winner, not because of the design

But rather because of some bug that wasn't initially obvious on one of the iterations

And after you've resolve this

There's very few UI changes that will match the impact of simply revising the wording a nature of the offer

Which...

And this is where A/B tests can get interesting

Because once you've properly A/B tested your messaging

Then you can start building out much better UI interfaces

Tailored around exactly what you're saying to your customers

For example...

We had a client who we ran a series of tests for in order to help them increase average order value

And it turned out that simply directing the users attention to the fact they could buy something to accompany whatever item of clothing they had just added to the bag

Well this had a big impact

So once we got that messaging right

Then we started displaying visuals of the "related products" in the basket

Because the conclusion was that users just weren't thinking of buying another product

And this wouldn't have become clear without A/B testing the messaging first

Now

As I said above

This is literally a fraction of the detail that's contained in the guide so go it and let me know what you think