Why You Can’t Afford To Ignore A/B Testing In Web Design

When it comes to all things web development, the key to success obviously lies in user behaviour and what is most likely to keep a casual visitor interested enough to stick around and become either a regular customer or reader of any given site. Trial and error has long been one way of attempting to gauge exactly what works well with a specific audience or key demographic – though there have thankfully been strides made in more sophisticated and reliable testing over the years. One such methodology lies in A/B testing.

What is A/B Testing?

During web development, A/B testing will give you the opportunity to trial two different versions of a prospective website – ahead of such a design or platform having been completed – in an effort to see which works best with specific control groups or demographics. This system effectively allows you to allow two such versions of a page or site to go live, with one version as the standard and the other with slight tweaks to content or layout – or even functionality. Visitors will be presented with either version A or B, decided randomly.

Why Should I Run an A/B Test – and is it Relevant For Me?

A/B testing is a tried-and-tested method of looking for even the slightest in variations in user behaviour. Detailed reports allow developers to ascertain which elements of a website may not be providing the results desired of them – allowing the fine-tuning process to streamline and to take up less time for all of those involved. It also helps to ensure that users receive the content they need and desire. A/B testing is particularly useful in helping websites with storefronts, those steeped in ecommerce, as it can help to fine-tune a virtual storefront to help increase revenue while remaining relevant to customers.

Which Elements Can Be Tested?

The world – or at least your website is your oyster. Alter content, colours, widgets, layouts, media embeds, buttons and calls to action as you may desire for version B – checking back on reports to see what works and what doesn’t, and only continuing to tweak from there. This is a method of fine-tuning that places an awful lot of power and control in your hands – and it’s your turn to make it work to your advantage! Discuss your web development needs with Vital Concept today!

Posted on 18 Jan 2018