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Are you a digital marketer? Do you want to know more about specific marketing strategies and how you can use them?
A/B split testing, otherwise known as split testing or bucket testing, is a way of comparing two versions of a webpage against each other. It is also applied to apps to determine the one with better performance. It is essentially an experiment where two or more variants of a page are displayed to users randomly. With statistical analysis, they can determine the variation with the better performance for a specific conversion goal.
Running an A/B test that directly compares one variation against a current experience helps you to ask focused questions about the specific changes that you have to make to your app or website. Thereafter, you can collect the data about the effect of the change, and can make data-informed decisions to shift your business conversations and focus appropriately. You will be required to take an app screen or webpage and change it to create another version of the same page. The change does not have to be too serious. It could be something as simple as the headline. Sometimes, it could be the redesign of the page.
That way, half of your traffic is shown to the original version (for control) and the remaining half is demonstrated to the modified version (for variation). The more visitors are served the control or variations, the better you can measure and collect their engagement with each experience in an analytics dashboard. Subsequently, you will be able to determine the impact of modifying the experience.
A/B split testing helps you to continually improve a particular experience and improve a single goal such as conversion rate. The process is simple: collect data- identify goals- generate hypotheses- create variations- run experiments- analyze results.
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