3 Grey Areas Where A/B Testing Does Not Hold Good
A famous proverb goes, “One shoe size doesn't fits all� and this is very relevant when it comes to the implementation areas of web testing. Business organizations are increasingly putting their weight on this web testing and are using it extensively for implementing business strategies according to the customer's response and feedback. But, there are certain areas where business organizations should refrain themselves from taking the expertise of web testing tools. 1) Budgetary constraints on ads- There are situations where a particular ad performs expectionally well when it is targeted to a selected group of people rather than the circumstances in which it is targeted to a large number of people. This is because in the former case, there is adequate ad budget that helps it in achieving maximum public viewing, whereas, in the latter case, the ad budget gets exhausted and the people are not able to view your ad. To resolve this issue, it is always wise to implement your ad on a selected group of site traffic instead of launching it fully on the entire site traffic. It will help in eliminating A/B testing related errors and will improve your conversion rates. 2) Feedback based data results- Most often, web testing results involving customer feedbacks are subject to change based on the customer traffic on the site. When you make your results available for selected user, you receive less number of feedbacks and when you target your results to a comparatively large audience, the number of feedback also increases considerably. So, don't employ A/B testing to analyze the behavior of feedback based results as increased number of traffic can sway the results in either positive or negative direction and can thus affect the accuracy of test results. 3) Business areas with increased chances of cannibalization- Practising your web testing on business areas which constantly launches new products for a particular segment or keeps its product categories updated with latest stocks would not be an ideal situation. This is because the launching of a new product can increase or decrease existing product sales. Further, it will lead to cannibalization related errors as a new product can shift the purchasing focus of the customers from your existing product categories. Remember, do not implement split testing on each and every situation but rather introspect
the situation carefully. Further, you need to decide if you are heading in the right direction or are you just wasting your time and money only in performing irrelevant A/B test. This will help various business organizations from investing their money in other beneficial endeavors other than the field of web testing.