Share This: RSS
May 22, 2012

The Dangerous Pitfalls of A/B Testing

A/B testing can be a great way to gain insight into visitor behavior and increase conversion rates, but with all the button tweaking, colour scheming and text revising, are we forgetting to look at the bigger picture?

If you own a business, there’s always the concern that your marketing efforts aren’t reaching their full potential. A great website design is a step in the right direction, but it’s also worth your time to have strategies and formulas in place to make sure your hard work is paying off. A/B testing, or split testing, is just one of the ways to understand what resonates best with your customers. You create two versions of your website, expose customers to both versions simultaneously, measure which version was more successful and then select that version for real-world use.

It seems simple, but it’s easy to get sidetracked by individual elements and lose sight of your website’s primary goal.

Let’s say you own an ecommerce site. You develop an A/B test that optimizes for conversion, and everyone is happy with the chosen design because it was a clear, obvious winner and sales are now higher than ever. But what the test didn’t show is what happened after the customer pressed the purchase button. Were they happy? Did the product arrive as expected? Was the shopping experience enjoyable? Was it difficult?

Even if your A/B test was successful, there may be huge design deficiencies that prevent customers from returning time and time again. You need to be careful not to sacrifice user experience while optimizing for conversion. So how do you accomplish this tricky feat? By pairing your A/B testing with usability testing.

Once you’ve found the best-performing design, usability test to find those glitches and errors that are likely to frustrate users and turn them away, like broken links, slow loading pages, search functions that don’t work properly, confusing checkout processes or incorrect shipping costs. In other words, simplify and tighten up the entire ecommerce process to make the customer experience as great as possible.

A/B testing and usability testing each have their own strengths and limitations, but they do work effectively hand in hand. As complementary tools, they result in a more cohesive and effective website, working together towards the common business goal of attracting and retaining customers.

Prev article Next article
Share This: RSS

What People Are Saying About Us

What People Are Saying About Us

I absolutely love the new website, congratulations. I’m looking forward to continuing to work with you in the future.  Great job.

- Cloverdale Paint -

This is amazing and thank you again for all of your great work, we love it!

- Mr. Lube -

The site looks fantastic and is a piece to be proud of. Your team worked well with our management team. We would recommend Graphically Speaking in building a quality site.

- Squamish Terminals -

Bottom line... I would not hesitate to endorse Graphically Speaking, without reservation.

- Thomas FX Group Inc. -

Thank you so much, we are so happy with the design, and you nailed it first time. We wanted you to know we are really thrilled.

- PainPro -

You have completely impressed me with the depth of the work.

- Bezdan -

On behalf of the Webtech team, we want to say thank you for your efforts in the launch of our new website, and for helping us meet our rushed deadline.

- Webtech -

Graphically Speaking provides an expertise that never failed to impress. Their skillful team provided a level of direction that was both disciplined and creative. A very tough combination to find when collaborating in today's world.

- British Columbia Pharmacy Association -

Your team has provided us with excellent support in the areas of website strategy, design, and search engine optimization, usability testing and general ongoing project management.

- The Jim Pattison Auto Group -

I want to express my thanks for the amazing work you and your team put in.

- Absolute Software -

I am pleased with the design, UI and insights from the usability testing that has allowed us to develop an award-winning website. Job well done.

- City of Richmond -

I wanted to reach out to you to let you know how happy we are with the results of the work your team has done on our new website. Your team has helped improve our site while supporting us during this process.

- IABC Calgary -

I want to thank you for the custom development of our Product Information Management system. Well done to the architects, programmers, account, and project managers.

- Cloverdale Paint -

The new website is definitely a success. Once again, I would like to thank you and Graphically Speaking for helping us out.

- EasyPark -

You, and the teams behind you really do such amazing work and truly boost the capabilities of our team here at Canfor. Thanks for all your work!

- Canfor -