A/B testing is an important method we use for conversion rate optimization (CRO) efforts. We have had various posts about the A/B testing process before. In this article I will share with you the three significant mistakes that we often come across in the A/B testing process and which are devastating to the optimization process and their solutions.
Conversion rate optimization is not a new concept in our life. For long time, works are being done in this field. As the lights turn on the CRO, the number of tools used on this field has increased dramatically. As Lean Marketing, we have already shared how you can use both Google Analytics and Google Optimize for free.
The features of the tools and the things they offer (at least on paper) can vary. But what is unvarying is that conversion optimization is a process. The most important point in this process is the research and analysis of qualitative and quantitative data. If you want to make a conversion rate using only a few tools without having research and analysis process, you would have wasted all your energy and time by imitating the applications that have been successful in the world for nothing.
Whether the button is the red or green does not make users purchase more. Showing a light-box to your users does not result in the sales boom in an instant. Tools are just assistants that help us make conversion rate optimization faster and more efficient. There are hundreds of tools in the world that you can use in this field, and many of these are free. All you need to do is to find out for which target audience, against which problems and how to use these tools. The performance you get from your conversion optimization effort depends not on which tool you use, but on how you can accurately identify and solve the problems you face.
The most important point of the conversion optimization process is the stage of research and analysis. At this stage, it is necessary to research and analyze analytical data as well as to determine where the optimization opportunities are by investigating non-analytical data such as survey studies, user complaints and user behavior.
All the ideas that you put forth as a result of these studies are in fact only hypothesis. A successful hypothesis needs to include three basic concepts.
Let’s look at an example hypothesis: “Based on the insight that users cannot clearly understand the price advantage between packages, we think that showing price advantages more clearly in package representations will increase the package selection rate and the additional package purchase rate.”
In this example hypothesis, “users cannot clearly understand the price advantage between packages” is the insight part; ” showing price advantages more clearly in package representations” is the part of planned change; and “will increase the package selection rate and the additional package purchase rate” is the expected result from the test.
For test ideas, if hypotheses are created, but not followed, the test process can get out of control in a while. Then, the tests and the results obtained from tests cannot be accurately and properly measured. You would not have a chance to succeed at the end of the process.
The test process should start with the growth model that you will emerge based on your business model. When you define your KPI tree and growth model clearly, you can also clearly see what is the biggest problem with your growing and which the problem to solve first. This will tell you on which subject you should work.
Without defining the KPI tree and growth model, you will not be able to determine which areas to optimize and which parameters in these areas to optimize. You simply try to do copy-paste tests using the technology in your hand. Practically, it is impossible to achieve a real success in such a situation.
Conversion rate optimization is a process that begins with analysis and research. Regardless of the tool you use, you need to start with analysis and hypothesis development and the test should be finalized with an analysis. The analysis and hypothesis development point constitute the most important step for conversion optimization. Without thinking and working on these steps, you simply waste your energy and time just by doing copy-paste tests with a few tools. At the end of the day you will be left with some data that are manipulate and some ideas that has no use taking action.
For a successful conversion optimization process, it is important that you first analyze the growth model and your KPI tree and your business, and move on to the hypothesis development and testing phase accordingly. You can join our 5-day free email program by clicking here to get basic information about the CRO process and A / B testing. You can also contact me for more detailed information on conversion optimization. Be sure to also check out our guide providing the basics of the conversion optimization process.