diff --git a/website/optimize/ab_testing.rst b/website/optimize/ab_testing.rst new file mode 100644 index 000000000..068de73a8 --- /dev/null +++ b/website/optimize/ab_testing.rst @@ -0,0 +1,87 @@ +===================== +How to do A/B Testing +===================== + +

+ A/B testing is the process of testing two versions of a page to see which one performs better in reaching your business objectives. +

+

Here is a basic guide for your first A/B testing:

+
+
+
+
+

1. Define what to test
+ The main goal is increasing your ROI. Figure out the best page(s) to + test. Here are a few examples of good testing variables: +

+
  • Call-to-action’s (i.e. button’s) wording, size, color and placement,
    • +
  • Headline or product description,
    • +
  • Form’s length and types of fields,
    • +
  • Product pricing and promotional offers,
    • +
  • Images on landing and product pages,
    • +
  • Amount of text on the page (short vs. long).
    • +
    +
    +
    +
    +
    +
    +

    2. Create the page variation
    +

    +
    +
    +
    +
    +
    +

    3. Configure a Google Analytics account
    + This is necessary in order to record the statistics of your test. +

    +
    +
    +
    +
    +
    +

    4. Create your campaign in Google Analytics
    + Simply follow the wizard by creating a new experiment in the Behavior > + Experiments menu of Google Analytics. + To learn more, take a look at their online help. +

    +
    +
    +
    + + + + + + + + + + + + + + + + + + + +

    Good practices

    Bad practices

    Know how long to run a test before giving up
    + Don't give up too early! Wait for your test results to be significant. Take a look at the statistical + confidence in Google Analytics; It should be at least 95%.
    + Don't give up too late neither because poorly performing variations could cost you revenues.    		Don't test versions at different time periods
    If you + test one version one week and the second the next one, your results won't be + accurate, or worse, wrong!
    Do many A/B tests
    + Don't despair if your first A/B test turns out to be a lemon. The key in optimizing conversion rates is to do a ton of A/B in order to put together all the most effective configurations.    		Don’t surprise regular visitors
    + If you are testing a core part of your website, include only new visitors in + the test. You want to avoid shocking regular visitors, especially because the + variations may not ultimately be implemented.
    Test only one variable
    Try only one variable at a time, otherwise you won't be able to clearly interpret the results of your modifications.
    +
    + Next actions: +
  • Install A/B Testing
    • +
  • Read the documentation about A/B Testing
    • +
    + +