A/B tests, or online controlled experiments, are the gold standard for determining which ideas work (and which don’t), whether it’s product, marketing or business model changes. The world’s most innovative businesses—Amazon, Booking, Google, Meta/Facebook, Microsoft, Netflix—rely on this methodology to drive growth and secure deployment.
How you can create an A/B testing strategy that reliably deliver the results you’re looking for?
In this article, we will share a resource to help you master the art of A/B testing. But first, let’s look at 3 specific benefits that demonstrate why A/B testing is worth your time and effort.
1. A/B testing offers instant feedback
The beauty of A/B testing is that you can quickly gauge how effective your strategy is as you make changes. After launching a campaign or making product changes, you can quickly assess which version of your test is performing better within days (or even sooner if you have a large enough audience). The best part is that you don’t have to rely on HiPPO (Opinion of the highest paid person) to make impactful decisions. Instead, the data will provide the necessary insight to determine which version of your A/B test is the winner Yours Overall assessment criterion.
This provides invaluable insight into what users actually want from your product, service or messaging so you can improve it immediately.
2. A/B testing drives optimization at every customer touch point
With an A/B testing platform, you can test your existing marketing campaigns to see what resonates with customers. As your product, marketing, and sales teams build their funnels, you can use strategic A/B testing every step of the way. This leads to optimization of the entire customer journey, resulting in:
- Building better products
- Attracting more leads
- Converting more of those leads into customers
- Increase customer loyalty and retention
- Improving your company’s bottom line
And because A/B testing leaves you with concrete data, you take all the guesswork out of the equation. This allows you to make changes to your strategy with more confidence.
3. A/B testing means you’re always improving
One of the most important advantages of data-driven A/B testing is that it is a continuous process. Once you’ve set up your first test, you should be on the lookout for new opportunities to improve conversion rates and optimize your product or message. By constantly A/B testing your products or marketing campaigns, you’ll make small improvements as you go. These improvements add up over time, making a big impact on your company’s long-term growth.
And the good news is that you can never really fail because A/B testing is an ongoing process. As you collect data on which version is better (not which version is ultimately “best”), you can simply optimize aspects of your products or campaigns with A/B testing until you get the end results you want.
Final Thoughts: A/B testing leads to long-term optimization
A/B testing is not a one-time process. Instead, it is a continuous journey that requires constant monitoring and revision. In other words, even when you see positive results from your efforts, there is always room for improvement. A/B testing simply allows you to find and confidently implement these improvements in a practical way.
But how do you conduct strategic A/B testing in a way that reliably leads to the results you’re looking for?
for that we turn to Ronnie Kohavi.
Ronnie has spent the last 20+ years working with organizations such as Airbnb, Microsoft, Amazon, and more. He has a Ph.D. in Machine Learning from Stanford University and is a respected writer on the subject of A/B testing. In fact, he co-authored one of Amazon’s top 10 data mining books, “Reliable Controlled Experiments: A Practical Guide to A/B Testing.”
Starting August 22, Ronnie will lead a 10-hour live online course to help businesses become more data-driven and accelerate innovation with controlled experiments or A/B testing. The course will help you understand:
- The motivation and basics of A/B testing
- Cultural challenges, working with humbling results, which platforms to use and how to run tests ethically
- Additional techniques, Expected Value of Information (EVI), Hierarchy of Evidence and more…
In short, Ronnie’s cohort of 5 sessions (2 hours each) will enable you to learn strategic A/B testing in a way that leads to tangible results. And by doing so, you’ll make yourself a more valuable asset to your organization’s long-term success. You’ll also get the chance to work directly with Ronnie, as well as other data-driven professionals in your field.