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A/B测试是网络营销的热门话题。老实说，这是有原因的。没有A/B测试，你的网上营销永远不会发挥其全部潜力。

在破坏性的，我们亲眼目睹了无数客户的遭遇。

通过一次测试，我们在两周内为一个客户赚了七万美元。通过另一个项目，我们在几个月内创造了超过43,000美元的收入。另一项测试在几周内增加了数千美元的收入。

这些只是A/B测试为我们的客户所做的几个例子。关键是，如果你不进行A/B测试，你就把钱留在了桌子上。

那么到底什么是A/B测试呢？你如何使用它？更重要的是，你如何为你的企业获得这些结果？

嗯，你来对地方了。在这篇文章中，我们将涵盖所有这一切，甚至更多。

现在，你可能会想到，这是一篇相当长的文章，所以为了帮助你浏览，这里有一些文章各个部分的快速链接：

什么是A/B测试？

为什么A/B测试很重要

A/B测试如何工作

提出A/B测试的想法

充分利用您的A/B测试

多重变异测试

听起来像个计划吗？让我们深入了解一下A/B测试的世界。

什么是A/B测试？

A/B测试背后的想法相当简单。你花了很多时间和精力让人们访问你的网站或登陆页面。为什么？因为你想让他们转化——做一些对你的生意有益的事情。

你希望他们填表、购物、给你打电话、参观你的实体场所、查看某个页面、订阅你的时事通讯……这样的事情不胜枚举。

唯一的问题是，你不知道你的网站是帮助还是伤害你的转化率。

几乎不可能预测人们会如何回应你的网站。不管你有多喜欢（或讨厌)你的网站设计，你真的不知道什么对你的网站流量有用，什么没用。唯一真正知道的方法就是给你的流量展示不同版本的网站，看看哪个版本产生的转化率最好。

简而言之，这就是A/B测试。

通过A/B测试，您可以创建两个不同版本的网站或登录页面（版本A和版本B——因此得名)。然后，您在这两个版本（也称为变体)之间分割您的流量。

一旦有足够多的人访问了你的网站，以确定人们更喜欢哪种变体，你就和获胜者一起去…并重新开始整个过程。

当然，所有这些只是触及了A/B测试的表面。老实说，我们已经写了几十篇关于A/B测试的来龙去脉，如何提出测试想法和方法来改进你的网站设计的博文，但是你并不需要所有这些来开始。

因此，在本文的其余部分，我们将重点关注A/B测试的基础，以及如何开始使用它来从您的活动中赚更多的钱。

为什么A/B测试很重要

现在，你可能会想，我已经知道我的网站需要改进。难道我不能找到一些最佳实践的文章，改进我的网站，获得A/B测试的所有好处，而不需要所有的测试吗？

这是一个很好的问题。不幸的是，即使转化率优化(A/B测试的另一个名称)专家也很难预测哪些变化会提高你的转化率。

为了证明这一点，我们实际上在几年前的一次会议上对营销人员进行了A/B测试。我们最近为一个客户成功运行了A/B测试，表单完成量增加了146.2%。

当然，我们知道哪个变体产生了最好的结果，但是我们想知道会议上的转化率优化(CRO)专家是否能预测出获胜者。

这是他们必须选择的页面变体。你认为哪一个产生了最好的转化率？

V3是我们测试中胜出的页面，但是猜猜我们的阴极射线示波器专家选择了哪一页？V2，不是V3 .

现在，这些都是阴极射线示波器的顶尖专家。当谈到优化网站设计，这些人真的知道他们的东西。但是即使有这些专业知识，超过一半的人选择了错误的变体。

为什么？因为你不是你的顾客。不管你有多喜欢某个特定的网站元素或设计，那也不能保证它对你的客户有效。唯一真正确定的方法是通过A/B测试。

A/B测试如何工作

不久前，我们使用A/B测试将一个客户的转化率提高了22%。乍一看，你可能会想，"多么伟大的案例研究啊！你是怎么得到这些结果的？"

如果你真的想知道我们做了什么，答案很简单：我们取消了推荐。

这难道不令人兴奋吗？推荐降低转化率！

如果你还没有尝试删除你的推荐，你应该走出去，试着从你的网站上删除推荐。毕竟，你的推荐可能会降低你22%或更多的转化率…对吗？

不完全是。

平均而言，推荐通常会提高转化率。事实上，当我们刚开始与这个客户合作时，如果你告诉我他们的推荐降低了他们的转化率，我可能会和你争论这一点。

那么，如果我们非常确定他们的推荐提高了他们的转化率，为什么我们要试图摆脱他们呢？

这不仅仅是一个随机的猜测。我们首先测试了许多其他假设…

正如你从这张GIF格式上看到的，在我们最终尝试删除推荐之前，我们已经研究了这个页面的十几个版本。

不是每个测试都提高了客户的转化率，但是每个测试都教会了我们一些关于目标受众的东西，帮助我们发现我们的流量真正想从他们的网站体验中得到什么。

有效的测试在每次测试中都教会你一些东西。但是，如果你想从每一次测试中学到一些东西，你不能只是测试随机的想法——你需要有策略地测试。

记住这一点，让我们来讨论一个可靠的A/B测试策略的四个基本部分：

1.你的买家角色

在你开始头脑风暴测试想法之前，你需要创建一个详细的买方角色。

本质上，你的买方角色给你一个定义你的测试假设的结构和一个理解你的结果的框架。

至少，您的买家角色应该包括以下内容：

人口统计信息（年龄、性别、位置、种族等)

预算

动机（责任、目标、兴趣等)

棘手问题（恐惧、挫折、需求等)

您的企业如何解决他们的棘手问题

您可能需要与您当前的客户或您的销售团队交谈来获得这些信息，但是了解您的目标受众可以帮助您更快地产生好的测试结果。

案例研究笔记：我们对目标受众的了解

由于与这位消息灵通的客户进行了一些详细的讨论，我们对他们的目标受众有了很多了解。平均而言，我们的目标受众是有钱投资的中年男女。

我们的观众想明智地使用他们的钱，但是他们也认识到他们没有足够的知识来明智地投资他们的钱。

有了这些知识，我们就可以为测试定义一些目标了。

2.你的目标

如果你不知道你的测试要达到什么目的，就很难构建出产生有意义结果的变体。

现在，你可能已经很清楚你想通过测试达到什么目的了，但是让我们详细说明一些细节。

成功是什么样子的？（更多线索？更多电话？更多的销售…提示，最好的答案是更多的销售)。

你希望你的客户采取什么步骤？（什么将帮助他们更接近成为付费客户？).

你的测试需要产生什么具体的结果才能"成功"?（参见第一个要点)。

定义你的总体目标和你的潜在客户在实现这些目标的道路上需要采取的具体步骤，会让你清楚地了解你应该测试什么样的变化。

案例研究笔记：定义我们的目标

在这个客户的案例中，我们将成功定义为销售额的增加（看，我告诉过你"更多的销售额"是最好的答案)。然而，为了实现这个目标，我们需要客户的网站为他们的销售团队提供更多合格的销售线索。

此外，客户有许多不同的选项可供潜在客户选择，因此页面需要确定潜在客户最感兴趣的选项。

现在我们知道了我们的目标是谁，我们的目标是什么，是时候提出一些假设了。

3.你的假设

在这一点上，你的工作是尝试和猜测你网站上的哪些因素阻碍了你的目标受众做你想让他们做的事情，以及你如何消除或减少这些因素。

案例研究笔记：生成假设

以下是我们提出的一些假设：

我们的提议是错误的。也许我们的标题或正文没有传达我们的观众想要听到的信息。

下一步还不清楚。也许人们想简单地填写我们的表格，而不是点击一系列的信息收集页面。

我们的内容顺序不对。也许我们的观众在我们的页面中迷失了方向，或者他们一到达就想看到特定的页面元素。

我们有太多的内容。也许我们所有的内容会让我们的观众分心或不知所措。

我们没有选择正确的情感。也许我们的观众对我们的英雄射手配色方案没有共鸣。

有了这些（以及其他各种假设),我们就可以开始测试了。

4.记录和学习

测试策略不会在测试开始时就结束。你需要记录所有的事情，并利用你所学到的知识来开发新的假设和测试。

根据您喜欢做事情的方式，您的文档可以相当简单或相当复杂，但是您的方法需要有条不紊——每个测试都需要教会您一些东西，您可以使用这些东西在下一次测试中产生更好的结果。

例如，以下是您如何跟踪一系列行动号召测试的结果：

是的，记录每件事需要额外的努力，但这比简单地随机测试新想法更容易也更有效。此外，如果有人问你为什么你的页面是这样设置的，你会得到一个可靠的、基于数据的答案。

案例研究笔记：从我们的测试结果中学习

一旦我们开始测试，我们发现当我们把我们的观众放在驾驶座上时，他们的转化率最高。强有力的销售让这些观众大倒胃口。

结果，我们最终得到了一个简单的CTA，它允许我们的观众在我们要求他们提交信息之前表明他们对什么感兴趣。

我们还发现，我们的目标受众想要简单的东西，所以我们确保我们的标题和正文强调客户的服务是多么简单快捷。

然而，在某一点之后，我们只能说这么多来清楚地表明，与我们客户的业务合作是容易和简单的。

因此，我们试图消除页面元素，看看简化页面是否有助于强化我们的客户完全专注于为他们的客户创造简单、轻松的体验这一理念。

结果，我们的转化率提高了22%——但这并不令人惊讶。

在了解了我们的目标受众想从我们的网站得到什么之后，我们知道一个简单的、有针对性的页面会说服我们客户的潜在客户进行转化……事实也的确如此。

提出A/B测试的想法

根据经验，你应该总是A/B测试一些东西。每一次点击不仅仅是获得另一次转化的机会，也是了解你的受众的机会。

但是，您不能只是为了测试而测试，您需要一种策略来确保每个测试至少回答以下问题中的一个：

这个页面元素如何影响转化率？

对此页面元素的更改如何影响转换率？

我的页面布局如何影响转化率？

我的副本如何影响转化率？

我的图片如何影响转化率？

我的形式如何影响转化率？

回答和优化这些问题需要大量的计划和测试，但是如果你是A/B测试的新手或者只是面临"测试者的障碍",创建一个有效的测试策略可能是一个相当大的挑战。

考虑到这一点，我概述了一个伟大的A/B测试策略的一些关键组成部分，以及一些测试思路，以帮助您提高每个领域的转化率。

考虑一个大的改变

有时候，你的网站不适合你的观众。也许它不适合你的广告，也许你的价值定位不清晰，也许你的设计不适合你的流量。

在许多情况下，你可能甚至没有意识到你的网站或页面不适合你的流量，这就是为什么尝试一些完全不同的东西会有帮助。

如果您的流量有限，这可能特别有用。变化越大，它对你的转换率的影响就越大，这意味着获胜的页面设计会很明显，网站访问量会少很多。

这种方法实际上可以使用几种不同的A/B测试策略：

1.从大到小

如果你的目标是快速获得大的结果，你会希望从测试你的页面或网站的大的改变开始。你现在正在做的事情可能不起作用，所以你需要尝试一些非常不同的事情来开始。

虽然这种方法肯定是有效的，但它也有缺点。

首先，你不知道为什么你的测试有效或者无效。有太多的变量在起作用，很难真正评估所有新元素对你的转换率的影响。

结果，你好像又回到了起点。事情现在可能在起作用，但是你真正知道的是你现在做的比你以前做的更好。然而，一旦你有了合适的工作方式，你就可以从相对优势的位置着手，真正优化你的新设计。

如果你的网站流量每月少于6000次，这可能是最好的方法。由于流量有限，每个测试都需要很长时间，所以试图在前期优化每个站点元素可能需要几个月到几年的时间。

2.从小到大

另一方面，如果你的目标是真正了解你的目标人群，以及你的网站的具体变化是如何影响潜在客户的，那么最好从小处着手，逐步推进。你的网站运行得足够好，你想知道的是如何最大化它的潜力。

这种方法需要更多的时间和流量来产生大的结果，但它也为你提供了做出明智的未来决策所需的知识。随着时间的推移，你的小变化的总和将累积成大的设计和内容改进，从而显著提高你的网站的效率。

这种方法对于每月有6000次网站访问的网站来说是非常棒的，也是像亚马逊这样的大型网站产生数百万额外收入的原因。

定义您的总体目标允许您构建您的实际测试策略，以产生您想要的结果。从那里，你可以确定实际的测试参数，让你达到你的目标。

改变你的行动号召

让别人响应你的号召是你网站的最终目标，所以这是A/B测试的必要条件。同时创造一种价值感，确定当他们转换时会发生什么，并敦促用户采取你想要的行动并不是一件容易的事情。

以下是在三醋酸纤维素上进行测试时需要考虑的一些事情：

复制

考虑将"了解更多"这样更通用的短语改为"与专家交流"你的三醋酸纤维素越清晰，通常就越有效。测试一下就知道了！

颜色

按钮颜色对转化率的重要性一直是许多在线嘲笑和辩论的主题，但事实是——对一些公司来说——改变按钮颜色产生了令人印象深刻的结果。这可能不是一个保证的胜利，但这就是为什么你运行测试。至少，你的按钮颜色应该比页面的其他部分更突出。

位置

你把三醋酸纤维素放在哪里可能对你的转化率有很大影响。对于某些页面，将它放在折页上方可能很重要。在你使用三醋酸纤维素访问其他页面之前，其他页面可能需要更多的信息，所以有必要进行A/B测试，看看低成本三醋酸纤维素如何为你的页面服务。

设计

你的三醋酸纤维素的设计其实可以影响你的转化率。简单的改变，如圆角或添加阴影或渐变，很容易测试。你也可以考虑添加图片（比如他们将要购买的产品的图片)或某种信任印章，让你的三醋酸纤维素更有吸引力。

附加三醋酸纤维素

如果你有一个很长的页面，在页面的下面添加一两个三醋酸纤维素可能是值得的。或者，你可以尝试添加一个滑动侧边栏三醋酸纤维素或三醋酸纤维素到你的滑动标题。

这不是指环王，没有"一个三醋酸纤维素来统治他们。"测试不同的CTA，直到你得到一个真正适合你的听众的元素组合。

尝试你的形式

如果你营销的目标是让人们填写并提交表单，那么A/B测试表单内容和设计是另一个绝对必须的。

关于表单最佳实践有很多争论，但是确实没有任何方法可以知道哪种表单最适合您的受众。为了真正优化表单的性能，您需要测试几种变体。

考虑下面的测试（更多的想法，请查看本文):

缩短表单（或者，如果您有许多不合格的销售线索，您可以考虑延长表单以添加合格字段)

左对齐表单标签

从垂直形式变为水平形式（反之亦然)

更改包含表单的框的背景

增加（或减少)必填字段的数量

将你的表格分成多个步骤

添加安全封条

尝试灯箱形式

除了三醋酸纤维素优化之外，表单优化也是你在网站上进行A/B测试的首要任务之一。你不希望他们点击你的三醋酸纤维素只是为了在填写你的表格时失去兴趣！

试试新的英雄射击

一张图片胜过千言万语，在这种情况下，它可能值得一千次转换。

改变你的英雄射击是一个可以产生重大结果的小改变。传统上，当用户登陆你的页面时，你的英雄照片会抓住他们的注意力。

以下是一些可以考虑尝试的测试：

你的英雄镜头的情感。你的英雄镜头传达了快乐吗？对你的产品或服务满意吗？一个痛点的挫败感？试着改变一下，看看会发生什么。

主题。用一个快乐的人的库存照片？尝试一个城市景观，一个真实用户或你的产品的快照，平面艺术甚至是纯色！

种族/文化。根据您的产品或服务，某些种族或文化可能更容易被某些图片所识别。例如，如果你卖的是一张温馨的非裔美国家庭共享光明节的照片

h experience may not resonate very well with your target audience. Seasonal images. Is it winter and your hero shot shows people standing outside in shorts? Consider?trying a seasonally appropriate image or, if you’re trying to sell how awesome a season-specific product is, consider contrasting the current season (for example, winter) with the seasonal benefits of your product (ie, happy people swimming at your resort in summer weather). Product images.?Do your product images make it easy for your audience to envision themselves using it? Test different types of pictures of your product—in use, free-standing, with happy users, etc.

Your hero shot and other images are relatively easy to test and they can have a big effect on your conversion rate, so try changing things up!

Rewrite?Your Content

Your headlines and body content are?a key?part of your messaging. Essentially, there are two key areas you should look into testing.

1. Headlines

Headlines are the part of your content that your audience is most likely to read, so these need to be succinct, compelling and on point for your messaging.

Try testing out headlines with industry buzz words against headlines advertising an offer to see which does a better job of grabbing your audience’s interest. However, if you are only changing your headline, you need to make sure that your new headline is consistent with the rest of your content—otherwise you’ll need to adjust the rest of your page, too.

2. Body Copy

How much do you really need to say? Sometimes a shorter page works better. Other times, you really need to explain more to convince people to convert. Try A/B testing various amounts of text or discussion points to see what works best.

In addition, consider changing the layout of your content to see if that affects your conversion rate. Your audience may be interested in or need to be reassured by a specific point earlier on the page, so changing where and how your information is presented can significantly affect conversion rate.

Overall, A/B testing is one of the best ways to improve the performance of your site. But, to use A/B testing effectively, you need to have a great testing strategy in play.

Making the Most of Your A/B Testing

Just like any other aspect of digital marketing, if you want to succeed at A/B testing, you need a great strategy.?According to VWO, only 1 in 7 A/B tests produce a winning result.

That means 86% of them fail.

Fortunately, the right?testing strategy can dramatically improve your success rate. For example, using the tactics outlined in this blog post, the majority of our tests (5/7) substantially improve our clients’ conversion rates.

What makes our tests so?effective? Yes, we’ve got years of experience under our belt; but, more importantly, we start every set of tests with a thorough testing strategy that maximizes our chances for success and sets us up to learn from everything—even failure.

With that in mind, here are some of the questions we ask?while planning each?series of tests:

What Are We Trying to Test?

This question might seem obvious, but you wouldn’t believe how many people think?they are testing one thing and when they are?actually testing something else.

If your test isn’t set up to test what you think you’re testing, you won’t learn anything. For example, there’s nothing wrong with?testing to see if a new call-to-action, hero shot and page layout will improve your conversion rate;?but, if your new page content/design?performs better, you can’t assume that it was because of the new CTA.

It might have been the CTA, but it?also might have been the new hero shot, page layout or the combination of all three!

That being said, the more dramatic your?changes, the more likely they are to produce dramatic results. If?you want to know how a new design will affect conversion rates, go for it! Just don’t use the results of your test to draw conclusions about your new CTA.

How Much Traffic Are We Willing to Risk?

If you’re new to site testing, that 86% failure rate can be daunting. After all, there’s a very real chance that?your tests are going to perform about the same or worse (possibly much worse) than your current iteration. The more traffic you test, the more you put your bottom line at risk if something goes south.

The problem is, unless your website has a lot of traffic that’s already converting?at an acceptable rate, a conservative testing strategy will slow down your time to results. If your site isn’t working well (which is probably why you’re testing), your test probably isn’t going to make things that much worse.

The more traffic you push into your test, the faster you can figure out whether or not your new idea is working, learn from the test and press on to bigger and better things.

For this reason,?I typically recommend testing around 50% of your traffic so that you don’t put your bottom line at serious risk. Once your site is performing at an acceptable level, you can dial back to 10-20% to avoid rocking the boat too much.

How Soon Do We Need Results?

As mentioned in the previous section, the more traffic you put towards a test, the faster you’ll get results. For example, if your online marketing isn’t profitable and you’ll have to shut things down in 6-months if you don’t boost your conversion?rate?by 200%, you might commit most or all of your traffic to your test to get things figured out as quickly as possible.

Marketers that want real results know that testing is an ongoing effort that will continue to pay big dividends. Fortunately, with a great strategy in place, you don’t have to test 7 times to produce a win. You’ll always have tests that don’t perform the way you expect them to, but the right strategy will allow you to use those tests as learning experiences that set your next test up for even greater success.

As you run your test, keep in mind that there’s a lot of emotion involved in site testing. If one arm of a test starts to perform better, it’s easy to start seeing dollar signs. If your variant starts to do worse, it’s hard not to turn off the poor performer. It’s losing you money, after all.

The problem is, you have to wait to get meaningful data. It’s a statistical fact that the more traffic you push through your test, the more accurate your results will be.?If you jump the gun and call a test early, you’ll be basing your decisions on emotion rather than data.

If that’s how you’re going to run your website, you might as well skip the whole testing thing.

Now, this is considered heresy amongst the statistical community, but you don’t always have to hit 95% confidence before accepting the results of a test. If you’ve got low traffic, 75-80% confidence may be all that you can get in a reasonable time frame. Sure, there’s a higher probability that your results might be off, but it’s the best you can do.

For marketing, it’s more important to decide what your acceptable confidence level is and then get enough data to reach that level of confidence. If you decide you’re okay with a 25% chance that your test data is wrong, then call the test at 75% confidence. Just don’t say you’re going to wait until you hit 75% confidence and then pull the plug at 50%.

If you want to improve your conversion rate in meaningful ways, you need to wait for meaningful data. As exciting or devastating as the initial results might look, you have to wait for the data to sort itself out.

Why Not Test Multiple Variants?

Over the years, CRO seems to have become synonymous with A/B testing in the minds of many?marketers.

But here’s the thing, A/B testing isn’t the?only way to do CRO.

It might not roll off the tongue as nicely as “A/B testing”, but if you’ve got enough traffic, A/B/C/D/etc testing can allow you to produce?meaningful results much more quickly.

For example, Optimizely studied and reported on the factors that?defined the world’s best testing companies.

Guess what the 4 biggest factors were?

Testing?the things that drive the most revenue Testing?every?change Testing to solve?real problems Testing multiple variants?simultaneously

Does #4 surprise you? Apparently, the most effective CRO?doesn’t come from?A/B testing—it comes from testing multiple variants.

To put this in more concrete terms, according to Optimizely, just 14% of A/B tests?significantly improve conversion rates. On the other hand, tests with 4?variants improve conversion rates 27% of the time.

So, if you test 4?variants, you are 90% more likely to improve your conversion rate than if you just ran an A/B test.?However, 65% of CRO?tests are—you guessed it—A/B tests!

The Advantages of Multiple Variant Testing

Basically, there are two reasons why multiple variant testing outperforms A/B testing: 1) it’s faster and 2) it allows you to test more?variants under the same testing conditions.

Multiple Variant Testing is Faster

Sure, you can test the same things with a series of A/B tests as you can with a multiple variant test—it just takes?a lot?longer.

When you run an A/B test, you can really only learn one thing from your test. Your variant will either perform better, the same or worse than your original.

And that’s it, that’s all you can learn.

Now, if you’re smart about your A/B testing strategy, your results can teach you a lot about your audience and?make your future tests smarter, but you’re still only learning one thing from each?test.

On the other hand, with multiple variant testing, you can try out several?ideas?at the same time. That means you can simultaneously test multiple hypotheses.

So, instead of just learning that a hero shot with a smiling woman outperforms a shot of a grumpy man, you can also?see?if a grumpy woman image?drives more results than the?grumpy man pic or if a happy man outshines them all.

Or, you can try multiple combinations, like a new headline or CTA in combination with either the smiling woman or the grumpy man.

Running all of these tests simultaneously will allow you to optimize your page or site much more quickly than you could with a long series of A/B tests.

Plus, running a test with multiple variants will greatly improve the odds that a single test will deliver at least one positive result, allowing you to start getting more from your website?sooner.

Multiple Variant?Testing is More Reliable

Another problem with?successive A/B tests?stems from the fact that the world changes over time.

For example, if you are in ecommerce?and run your first A/B test during October and your second test during November, how do you know if your results aren’t being skewed by Black Friday?

Even if your business isn’t seasonal, things like differences in your competitors marketing strategies, political change or a variety of other variables can make it difficult to directly compare the results of A/B tests.

As a result, sometimes it can be hard to know if?a particular A/B testing variant succeeded (or failed) because of factors outside of your control or even knowledge. The more tests you run, the murkier your results may become.

However, with a multiple variant test, you are testing all of your variants under the same conditions. That makes it easy to compare apples-to-apples and draw valid, reliable conclusions from your tests.

What Does Testing Multiple Variants Look Like in Real Life?

To show you just how testing multiple variants can improve your marketing results, let me share an experience we had with one of our clients.

The client?wanted to get site traffic to their “Find Your Local Chapter” page, so?we decided to add a “Find Your Local Chapter” link to the client’s footer. That way, the link would be seen by as many people as possible.

Makes sense, right?

So, we put together something that looked like this:

At first, we figured we would just put the link in the footer and run a test to see if the link made a difference.

But then, we started wondering if there was a way to make the link even more noticeable. After all, getting traffic to this page was a big deal to the client, so it made sense to emphasize the link.

With that in mind, we added color to the link:

Now, this idea seemed logical, but at Disruptive, we believe in testing, not gut instinct, so we figured, “Hey, we’ve got enough traffic to test 3 variants, let’s take this even?further!”

The problem was, the client’s site was a designer’s dream—modern and seamlessly designed. To be honest, we had a bit of trouble selling them on the idea that creating a page element that interrupted their seamless flow was worth testing.

But, eventually, we convinced them to try the following:

It was very different from anything the client had tried?on the page before, but we decided to run with the idea and include it in our test.

A few weeks and 110,000 visitors later, we had our winner:

Not surprisingly, adding the?“Find Your Local Chapter” link?increased page visits by over?60% for every variant—that’s an awesome win, right?

But here’s the thing. With our original, strict A/B test, we would only have discovered that adding the link increased traffic by 63%.

On the other hand, by including a couple of extra variants, we were able with the same test to discover that—contrary to the client’s belief—the more our link “interrupted” the site experience, the more traffic it drove to the chapter page.

Sure, we might have reached the same conclusion with several more tests, but we achieved these results much more quickly and reliably than we would have with an A/B testing series.

Should You Test?Multiple Variants?

As great as multiple variant?testing is, it does have one big limitation: if you don’t have enough traffic, a test could take months or years to complete.

In fact, in true multivariate testing—where you test to see how a large number of subtle changes interact to generate?your conversion rate—you want at least?100,000 unique visitors per month (for more information on multivariate testing, check out this great article).

On the other hand, you need far less traffic to simultaneously?test multiple page variants.

To see how long a multiple variant test will take on your site, try out this?VWO has a free sample size and test duration calculator from VWO. If the time frame makes sense for your business, go for it!

Conclusion

And that’s A/B testing. Or, at least, that’s enough about A/B testing to get you started.

A/B testing is a process, so you can expect to learn a lot as you begin testing your site. It will take time, ingenuity and patience, but you’ll soon be getting much better results from your marketing campaigns.

The best part about A/B testing is that it makes every aspect of your marketing better. You learn more about your audience, which helps your advertising. You discover what your customer really want, which makes it easier to create content that they’ll respond to. Most important of all, your site produces better results, which lifts every aspect of your marketing.

If you’re feeling a little overwhelmed, don’t worry, we’re here to help. You can either reach out to us here for a free consultation or you can check out the dozens of articles we’ve written about A/B testing and CRO here on the Disruptive blog.

Have you tried A/B testing? How did it go? What tips or tricks would you add to this article? Leave your thoughts in the comments below.

Aden Andrus

Author

Over his career, Aden has developed and marketed millions of dollars of successful products. He lays awake at nights figuring out new marketing tactics and is constantly upping Disruptive's internal marketing game. He loves to write, dance and destroy computer monitors in full medieval armor.

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