AB testing is supposed to be straightforward and extremely transparent. It should be so easy to see the ROI – especially when compared to opaque stuff like SEO. But is it really so transparent as we’d like to think?
In a 2013 study by eConsultancy & RedEye, surveying almost 1,000 client-side & agency marketers, it was found that 60% found A/B testing to be “quite valuable” to their business.
Yet, only just over a quarter (28%) report being satisfied with their conversion rates.
A strong A/B testing plan will allow you to increase your revenue. You’ll also learn valuable insights about your customers because you’ll know their preferences instead of guessing what they want.
Sometimes A/B testing is made to seem like some magical tool that will fix all problems at once. Conversions low? Well run a test and increase your conversions by 12433%! It’s easy!
Setting up and running split tests is indeed easy (if you’re using the right tools), but doing it right requires thought and care.