Knowledge is power, especially in modern marketing. The more you know about your customers, the easier it is to bring them in, which is why quality A/B testing is essential. To make the most of your A/B tests, make sure you can answer ‘yes’ to these 3 questions:
Checkpoint 1: Do You Have A Hypothesis?
Never begin a test without a specific hypothesis that clearly defines what you are measuring. Don’t let an increase in sales from one variable trump the KPI you were initially looking to optimize – a common A/B testing mistake.
Checkpoint #2: Are You Documenting Diligently?
Always keep a clear record of your data. You didn’t find statistical significance with your A/B test? Your time and effort has not been wasted! One person’s trash is another person’s treasure! Keep your documents easily sharable is imperative to aid other departments and their goals.
Checkpoint #3: Are You Taking Your Time?
Don’t limit your test to a short time frame. Wait for statistically significant results before calling a winner. Even after results yielded a winner, keep an eye on your metrics after implementation.