When a company or firm come to a tough decision of two or more variables, sometimes the best way to determine a winner is through A/B testing. Essentially, A/B testing is when you take your incoming user traffic and divide them among the variable you wish to test. This can be a wide variety of items such as color, location, sale style, price and many more. By sending your customers to different versions of your website, you can see the data on which test works the best in terms of sales, bounce rate, conversion rate and more.
Once you have gathered the data on your desired variables, you can then calculate different click rates to determine the best performing option. Click through rate (clicks/views), Adjusted number of clicks per 10,000 views (CTR*XXk), Purchase rate (sold/clicks), and adjusted number of purchases per 10,000 views (adj click*purchase rate).
Why Should I Bother with A/B Testing?
Many marketers believe they can perform only off intuition and gut feeling, and while that may work well for some, A/B testing allows real customers to provide you with the data on what will work best. Data driven marketing choices will also allow the marketer to not only show their value, but also help justify the decisions they made.
