A/B testing is one of those things that every marketer loves to talk about, but few of us actually do it correctly. Aside from the easy A/B tests, like testing your Facebook ads, we wanna know, are you using A/B testing?
If you answered, “Nope!” was it just because you don’t know where to start? You might have questions like, “How do I balance my priorities, choose between ideas, implement a winner, and know when to cut my losses?” After all, A/B testing isn’t as simple as thinking about it and then doing it.
Our pals over at Wistia suspected that many marketers just don’t know where to start. That’s why they put together a guide on how you can correctly run A/B tests.
Here’s what they had to say…
Start with these 3 must-have documents:
- The Master Ideas log. This is the master log that helps you keep track of every experiment and testing opportunity you’ll ever run.
- The A/B Test roadmap. This doc is basically a schedule of all the specifics of each A/B test. It’ll help you organize timelines, who you need help from, how long to run each experiment, etc. etc.
- An Experiment Test document. The experiment doc should include your hypothesis, what you hope to achieve, the design of the test, and what you’ll learn, whether it’s a win or a loss.
So how do you decide what to A/B test? Pretty easy actually. Find your problems. Look over your website and identify things you have a chance to improve. Maybe it’s a poorly converting landing page, or a page that has a high bounce rate.
From there, Wistia recommends that you survey your website visitors to ask why they’re taking a specific action. Their answers will help you figure out what to spend time testing.
Once you’ve identified the specific problems, then it’s time to start brainstorming how to fix it.
And if you want advice on that part, you’re gonna have to read this blog post because we are outta time and outta words.