A Peek Into The A/B Testing Sins That Are Costing Your Conversions (Part 2)
Some small mistakes can be catastrophic for your business due to the extent of damage done by them which is irreparable in nature. Particularly, when the competition is of neck- to neck level, you can't afford a small mistake as it will not only affect your eCommerce conversion rate optimization but will also affect your brand identity to a great extent. All this can easily bring jitters to any business entity and can cause a major dent to its global brand value and reputation. It is time to make amends now by taking a look at these A/B testing mistakes that can affect your business fortunes in a great way. Implementing split testing on inadequate site traffic- For getting the effective results from your A/B testing approaches, make sure you are implementing your tests on a site that is having an adequate amount of traffic. This is because of the fact that A/B testing is all about getting the customer response about your intended changes in terms of the conversion rates generated by them. So, first drive the adequate amount of site traffic towards your online business entity and then start implementing split testing results afterwards. You are performing testing without the support of a proper hypothesis- As, it is rightly said that “You need to be aware of the finish line before starting for the race”, so first gather proper insight about the testing hypothesis for ensuring the success of your testing results. Don't jump into the bandwagon of “target-less” testers that are just following the norm of performing A/B testing without even understanding the purpose or intention behind them. This mindless testing will not be any useful for your site and you will ultimately feel cheated in the end. You are not analyzing your site data with an appropriate testing tool- It would be your biggest mistake if you are not analyzing your site data with a proper testing tool. You can take the help of an effective Google Analytics tool or any other web testing and analytics tool like Mocking Fish that is amazing in terms of user friendly dashboard design,
reliable test results, pocket friendly price and lifetime account facility. Going for the testing of your site elements like call- to- action buttons, web forms, headlines, body copy or other such components without proper analysis of site data about these elements will only result in wastage of your time, money and testing efforts. Inconsistent running of the testing results- For ensuring the proper analysis of your split testing results, you need to be sure that you are running your A/B tests for the entire time duration. Don't run your tests on an inconsistent basis as the nature, behavior and purchasing decision of your targeted customers do change after every interval of time which could drastically affect the outcome of your testing results. Testing multiple variables at a time- Don't expect that you have understood everything about A/B testing by implementing a few minor tests on your site as you will only feel disappointed in the end. It is required that you are following the notion “single variable at a time” for your A/B tests and never fall into the trap of testing multiple variables at a time. This is due to the fact that multi- variate testing will not provide you clear insight about what actually brought the change in your conversion rates as you are testing a combination of multiple variables at a time. So, go slow with split testing and don't be more experimental in nature. Testing only the selected number of site elements- It would be pretty disastrous for your website if you are testing only selected elements on your site. This is due to the fact that “not everything that is heard is always right”, so take the help of a site monitoring tool that can provide you detailed information about the nature and behavior of your site visitors. Based on the customer engagement on your site, you need to select the site elements that are grabbing the maximum attention from your site visitors for the effective implementation of your A/B testing. Before treading the path of A/B testing, you need to be completely aware about these A/B testing mistakes that can drastically affect the success of your A/B tests. Just, keep in mind this important saying “Look before you leap” and you will never complain about the failure of your split testing results. For more information about this, do check out this articleDecoding The Tips That Determine The Validity Of Your A/B Test.