Learn how we use A/B tests to optimize the user experience on our website, and how you can do the same.
Why gamble when making changes to your website? Whether making a big or small update to your website, it’s important to take the time to understand your visitors first.
You can get this understanding by prototype testing, conducting user interviews, surveys or A/B testing, to determine the impact a change will have on your visitors. At Progress, we often use one or a combination of these methods prior to a website update depending on the magnitude of the change. A/B testing has become our method of choice to help us understand the effect of a change as well as continually optimize our current user experience.
By splitting your traffic evenly to two or more versions of a page through an A/B test you can collect data points, e.g., number of goal completions, behavioral metrics (avg time on page, bounce and exit rates, etc.), of both an original and variation of a page design. The results can be compared and analyzed to either prove or disprove hypotheses formed prior to testing, indicating whether a previous assumption regarding your variation(s) has the expected effect on the metrics you want to influence.
We rely on A/B testing for many reasons, but here are three of the top things good A/B testing allows us to do:
Overall, A/B testing is an important practice to learn about your visitors, and it allows you to validate your hypotheses and continually optimize your website. Fortunately, today A/B testing can be easily accomplished through a testing tool either purchased as a standalone offering or integrated directly into your CMS, like Progress Sitefinity. Try A/B testing with a free trial of Sitefinity today!
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Megan Gouveia is a Sr. Digital Marketing Manager at Progress Software. She has spent the past 10+ years managing large-scale website initiatives to improve the overall user experience and increase lead generation. Recently, she has turned her focus to personalization and optimization, delivering data-driven custom experiences for each visitor to the website.
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