A/B Testing
Organizes and standardizes A/B testing processes to aid business growth through systematic testing.
Workflow Steps
Step 1 - Formulate Hypothesis & Define Metrics
Based on data analysis, define the element to be tested (e.g., a CTA button color), the proposed change, and the specific hypothesis (e.g., "Changing the button from blue to orange will increase clicks by 15%"). Define the primary success metric.
Step 2 - Create Variation & QA
Create the "B" version (the "challenger") of the page or email with the proposed change. Thoroughly test both the "A" (control) and "B" versions to ensure they work correctly across devices.
Step 3 - Run Test & Monitor Significance
Use A/B testing software to split traffic evenly between the control and the variation. Monitor the test until it reaches a predetermined sample size or statistical significance (e.g., 95% confidence).
Step 4 - Analyze Results & Implement Winner
Analyze the results to determine if there is a statistically significant winner. If the variation wins, it becomes the new control for future tests. Document the findings and share the learnings with the team.
The Purpose of A/B Testing
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