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Growth-Driven Design (GDD)

Answers to the 9 Most Frequently Asked Questions About A/B Testing

31 January 2023


Answers to the 9 Most Frequently Asked Questions About A/B Testing

Q: What is A/B testing?

A: A/B testing is a technique for evaluating the performance of two variants of a web page or app feature. It is often referred to as bucket testing or split testing. A sample group is split into two groups (A and B) at random, and each group is shown a distinct version of the experiment. 

Q: How does A/B testing work?

A: A/B testing divides users of an app or website into two groups at random: group A (the control group) and group B (the variation group). The control group views the website’s or feature’s original version, whereas the variation group views a changed version. 

Q: What are the benefits of A/B testing?

A: Making data-driven judgements about website or app adjustments is the main advantage of A/B testing. Instead of depending on gut instinct or assumptions, you may evaluate which version is more effective by comparing the performance of two versions. 

Q: What are some common elements that can be A/B tested?

A: Some common elements that can be A/B tested include: The structure and style of a website or landing page, the text that appears on a website, pricing or promotional offers, email’s subject line or personalisation, formats of the material or content used in emails, user experience and audience targeting/segmentation for a campaign. 

Q: What is a statistically significant result in A/B testing?

A: When an A/B test yields a statistically significant result, it is likely that random chance is not the cause of the difference in engagement or conversion rate between the control and variation groups. The typical threshold for statistical significance is set at 95% or 99%, which denotes a likelihood of 95% or 99% that the outcome is not a product of random chance. 

Q: How many visitors do I need for a valid A/B test?

A: The amount of traffic required for an effective A/B test varies on a number of variables, including the size of the difference you’re seeking to identify and the desired level of statistical significance. 

Q: How long should I run an A/B test for?

A: How long an A/B test lasts depends on how many people use your website or app and how quickly you can gather sufficient data. It’s advised to conduct the test for at least a week to get enough information, taking into account weekends. 

Q: How to analyse the data and make a conclusion from an A/B test?

A: To decide which version of an A/B test worked better, data analysis should be done after the test is finished. This can be accomplished by contrasting the control group’s engagement or conversion rate with that of the variation group. 

Q: What platforms can I use for A/B testing ? 

Google Optimise: A free website optimisation platform from Google that allows users to conduct A/B tests, personalise website content, and improve website performance.  

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