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Testing is an integral part of any project. It usually happens near the end of the development cycle and is important in helping businesses figure out what works best and what customers will react best to. One of the more common tests used by companies the world over is the A/B test. While invariably useful, is it really all it’s cracked up to be?
A/B tests defined
The concept behind A/B testing is to release two different versions of what is being developed, to see which performs best. This can cover a wide variety of business processes from traditional direct marketing to websites and even email marketing.
A good example of A/B testing would be developing an email marketing campaign where two different versions of an email are sent out with the goal of getting people to visit a page on your website. Version A may have slightly different content and images from version B, and half of your list would receive A with the other half receiving B. You then track the responses and visits to your site to see which version has worked better.
The information gained from this type of testing can then be used to improve future email campaigns or products and zero in on what is really effective in getting clients to do what you want.
A/B tests can actually vary in purpose. The most common being testing the difference between two versions of the same idea. Other times version A is a current version, while B contains improvements and is sent out to gauge customer reactions to these new developments.
What benefits can a business gain from A/B tests?
Compared with other testing methods, A/B testing offers four concrete benefits:
When should they be used?
When A/B tests are used correctly, they can be a valuable tool in helping you add value to your business. That being said, they aren’t great for all types of testing situations. In general, A/B tests are most successful when they are applied to projects with these three parameters:
If your project meets these requirements, then A/B testing will likely be useful and could help you improve your business profitability. To learn more about harnessing and gathering data from these and other types of testing, please contact us today.
Published with permission from TechAdvisory.org. Source.
Published on 9th April 2013 by Jeanne DeWitt.