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If that makes you want to work on your conversion rate optimization strategy, along with a rare 24% of your industry, then you should try A/B testing. It helps optimize your system for getting sales, generating leads, and increasing your email list.
Wait, you’ve already done that, and it’s not working? You might be making a mistake you don’t know about. Check out this list of common A/B testing mistakes to avoid in the future.
What Is A/B Testing?
If you’re not familiar with the basics, A/B testing is a practice where you experiment with multiple visitor engagement strategies on your website. It is commonly used to improve the UX and optimize a website efficiently for sales generation.
A/B or split testing can increase your conversion rate by 1500%. Commonly used in eCommerce and advertising sites, it also helps you increase click-through rates while reducing cart abandonment.
Mainly, you can pick any hypothesis you feel will work well for your website and test it out using this technique. Then, if it achieves the speculated results, you should permanently add the feature to your website.
While it was previously tedious and expensive, websites like TridentAB have made A/B testing easy and accessible. In addition, they help you automate the process while using quantitative metrics to observe results.
8 A/B Testing Mistakes to Avoid
If you haven’t yet given a thought to A/B testing, you are probably ready to start immediately. But what happens if you go wrong with A/B testing techniques? We’ve made a list of common mistakes to go through so you don’t make the same ones in your strategy. So let’s get started.
- You Are Using The Wrong A/B Testing Tool
- You Have No A/B Testing Strategy
- You Are Not Taking Mobile Traffic Into Account
- You Forget Your Current Visitors
- You Are Testing Too Much
- You Stop Your Test Too Soon
- You Are Wasting Your Time On Useless Tests
- You Ran Your Test At The Wrong Time
1. You Are Using The Wrong A/B Testing Tool
Using the wrong tool is perhaps the worst mistake you can make while applying A/B testing methods to your website. Unfortunately, with the plethora of A/B testing platforms available online, this mistake is getting very common, especially among new website owners.
The trick is to evaluate your platform carefully before making your decision. First, try to get your hands on a robust A/B testing tool such as Trident AB rather than using an add-on or plug-in from your CMS system.
Similarly, find evidence regarding its effic2. You Have No A/B Testing Strategyacy if you find a purpose-built tool. But, again, you can quickly get this evidence through customer reviews and online ratings.
Besides that, it is not difficult to identify good software from malicious ones. For example, software tools that claim to increase your conversion rate when you’re starting from a few thousand are selling an awful lie.
For substantial A/B testing results, you need huge volumes of traffic to work with. Any software that claims otherwise is bound to waste your time. If you have difficulty choosing the right platform, consider taking counseling from experts before getting started.
2. You Have No A/B Testing Strategy
Let’s face it; you cannot simply jump into the water and expect to find what you need with A/B testing. Instead, you need to conduct meticulous research and calculations before starting the testing process.
When devising an A/B testing strategy, being specific about what you want to find out and how is highly important when creating an A/B testing strategy; without that, you will waste your time, money, and effort.
Most people mistake diving into generic problems such as choosing a platform or picking variables when they think about conducting A/B testing. While these problems are substantial, your first thing in the line of action should be to form a proper strategy.
List down the goals you want to achieve using clear metrics and form a timeline to apply your testing process. Additionally, take your customers and product niche into account when finalizing your strategy. Only then will your testing process bring scalable results.
3. You Are Not Taking Mobile Traffic Into Account
Remember, your digital assets are visited by all kinds of traffic daily. Therefore, segmenting this traffic is highly important to achieve the right results at the end of your A/B testing.
Most people mistake conducting the same A/B test on the entire traffic they receive on their digital assets. If not detailed segmentation, you should at least strive for basic segmentation and differentiate the tests between mobile and desktop traffic on your website.
Most of the time, the mobile conversion rate is entirely different from your desktop rate, which means your audience behaves differently on each front. So you’ll need to design your testing strategy accordingly to achieve the right results.
Similarly, choosing a testing tool that lets you calibrate different testing strategies for your mobile and desktop interface is essential. This way, you can evaluate both results without any hassle.
4. You Forget Your Current Visitors
Think about a website you visit frequently. This can be anything from Facebook or Instagram to any generic blog you follow every day.
How would you feel if the user interface kept changing every time to visit the website? Confused? Frustrated? You would probably stop visiting the website altogether.
That’s what happens to your regular website traffic when you conduct frequent A/B tests on your website. Browsers expect consistency and recognition every time they visit your website, which can be challenging to offer if you’re constantly testing UX features.
While it is impossible to work without disorienting a few regular visitors, don’t just forget about them. Instead, try to balance testing and consistency and delegate clear timelines to keep maximum visitors happy.
Another way is to segment your tests so that the changes don’t appear for regular users. This way, it won’t hinder their experience and benefit new customers simultaneously.
5. You Are Testing Too Much
Testing frequently can be counterproductive for your website, so that it can be testing too much simultaneously. Just as the name suggests, A/B testing is better left at trying two variables at a time without complicating things.
That doesn’t mean you should only test a single variable and go with the results. On the contrary, to confirm your hypothesis, you can try as many variables as you like, just don’t do them simultaneously.
Having too many variables at once will not produce any reliable results and your time and money will go in vain.
6. You Stop Your Test Too Soon
When it comes to A/B testing, it is a game involving patience. If you become impatient and try to check the results before time, you’ll spoil the entire research and get unreliable results.
Instead, while running an A/B test, go with the flow and play the waiting game. Put two variables in the pipeline for a favorable period and wait for the tests to play out. Once it reaches the proper statistical significance according to your testing platform, you can stop it and see whether it confirms your hypothesis or not.
7. You Are Wasting Your Time On Useless Tests
Let’s be honest here. Most A/B testing websites advertise tests such as changing the button’s color to hike up your sales and conversions. However, if your website is already meticulously designed, changing your color scheme won’t be necessary.
So, when you’re dedicating a substantial amount of your budget to A/B testing, make sure you test meaningful stuff to get profitable results. Otherwise, you will keep testing for useless stuff that makes no significant difference to your UX and generates revenue for your A/B testing service provider.
The best way is to set realistic goals and focus on aspects that impact your conversion rates. Then develop a staunch hypothesis and test it out before making permanent changes to your website.
8. You Ran Your Test At The Wrong Time
With A/B testing, timing is everything. Check your website metrics carefully before picking the correct time frame for testing UX features.
Whatever you do, don’t conduct your test in the period you receive the most traffic during the month. This will most likely confuse regular visitors and decrease your conversion rates.
The best way to avoid this mistake is to observe what your competitors do. Besides that., it is not a good time to test when you are running Google ads, or your business is getting good media attention.
Most importantly, you should not conduct A/B testing when your website is in its initial months. Without substantial traffic, your testing won’t produce reliable results, and you can make changes based on insufficient data.
Instead, wait until you reach enough traffic to get accurate results that make a difference in your conversion rates.
If you want to avoid common A/B testing mistakes, the best way is not to blindly follow everything on the internet. Yes, case studies help out, but every business is unique, and what worked for them won’t necessarily work for you.
Observe your traffic and website metrics to pick your variables and devise a reasonable hypothesis for the testing process. If you put in enough time and effort when creating an A/B testing strategy and choosing the right platform, you will see an increase in your conversion rates, and your investment will pay off.
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