Reasons for the failure of A/B testing results (Part 2)
Everything comes with certain limitations and vulnerabilities that tends to affect its performance in the long run. If you are not aware about the speed breakers in your performance, you certainly can't make a significant improvement in your particular business segment and can't stay immune to the changing market dynamics. For online business entities, they need to have the constant support of an effective A/B testing strategies that can win the game for your online business. But before that, you need to introspect that you are not making certain A/B testing mistakes that can prove costly for your business. Let us take a look at the same. You are running tests for a significant longer time durations- Time is a very precious element that can decide the success or failure of a business strategy. When you are implementing A/B testing for your business, make sure that you are following some realistic time durations that can be fulfilled. You need to ensure an ideal length for your web testing strategies that is neither too long and nor too short. Just keep it restricted for a period of few months in order to gather information whether your testing results are genuine or just a matter of luck by chance. Remember, you need tests that can be fulfilled in a short time duration as you could not run tests on your site for a prolonged period of time as it is diverting your site traffic, affecting your conversion rates and also delaying the time of implementation of site changes. You are not targeting the right audience- Selection of the audience plays a key role in getting the required testing results for your business entity. You need to fragment your selected audience in an even ratio like 50:50 so that you can get more accurate A/B testing results. Although, you can have your site traffic distributed in uneven patterns like 60:40, 70:30 or 80:20 but the best approach would be an even distribution. Apart from this, you need to select the right audience for your split tests based on their interest and preferences. If you want, you can take the help of various web testing and analytics tools like Mocking Fish that can help in effective monitoring of your site visitors for better conversions and efficiency of testing results.
You are just focusing on micro elements of your site- It is required to have a clear insight about the bigger picture regarding your business entity in order to make a strong impact among your business rivals. You need to work towards improving the website navigation, customer engagement, product sales and site traffic for your website instead of focusing solely on click- through rates (CTR), email readability rate, effective utilization of CTA buttons and other such minor metrics. If you are not having target towards bigger site elements, you can certainly get a severe blow in terms of business results and your A/B testing results could ultimately fail. Don't get too over excited by the sole implementation of A/B testing results on your site but take a good look towards all the vulnerable ares that could affect the performance of your web testing strategies. It is better to “look below before actually leaping� in order to save yourself from the severe consequences of an impatient act. So, be a little wise and don't let your split tests to fail without achieving the desired business results.