If you want to build a truly effective online business, A/B testing is a must. A/B testing is what leads to truly kick-ass pages and conversion rates.
Unfortunately, the experience of testing can be frustrating. Especially if you're new to it and you came in with stories from spectacular case studies (like this one) buzzing in your head. We'd love to experience 200% conversion increases every time we run a test, but the reality of conversion optimization isn't quite so exciting.
In today's post, you'll discover why A/B testing results can often seem disappointing and what you need to do to get good value out of them anyway.
Learn to Love Small Wins
"Slow and steady wins the race" is a platitude, but it holds true for A/B testing.
It's exceedingly rare to see a huge win on any single test. That means that if you expect to turn your business around on a single split-test, you're in for disappointment.
Even when testing does result in dramatic wins - like the 200%+ increase in lead conversions from this post - it's often the result of a series of tests, many of which may have been inconclusive.
What's more, spectacular looking case studies are often just plain wrong. Two common problems you'll often see when you take a closer look are:
- The test wasn't run for long enough, so the result is actually just randomness and not a real performance difference.
- The control is extremely bad. It's not difficult to double the conversions on a truly awful landing page. A case study is really only interesting if the control - the original version of a page that we're trying to improve - already performs well.
What's the takeaway from this?
To benefit from A/B testing in the long run, make it a habit. Ideally, you should always have some test running somewhere. Also, get used to waiting for 2 weeks or more before drawing conclusions from a test. And finally: learn to love the small wins.
Low Friction Testing
All of the above led us to create Thrive Optimize, our A/B testing plugin for WordPress. Many other testing tools were already available, some even for free. However, we found that setting up and starting a test could often be maddeningly complicated, involving countless steps, switching back and forth between different dashboards and copy-pasting chunks of code.
Thrive Optimize is not the most feature-rich or complicated testing tool available. And that's on purpose. Thrive Optimize is the fastest, most frictionless way for you to start an A/B test on your WordPress site.
Because not every test will lead to a big win and because you need to make testing a habit, not something that happens on rare occasions only, we emphasize this "frictionless" aspect. With Thrive Optimize, you can start your tests quickly and painlessly. This makes it easier to test regularly and consistently. And that's how you get those small wins stacking up over time.
Are there Exceptions?
There is one exception that comes to mind: scarcity.
I've used time constraints and limited offers for many years now, but the effect never ceases to surprise me. Adding scarcity is an almost frighteningly reliable way to produce a big spike in conversions and sales. That's why we created Thrive Ultimatum.
As cool as it is to make use of scarcity, it shouldn't be the only thing you rely on. A benefit you get from A/B testing is insight: the winning variations can tell you things about how your audience thinks and feels and what matters to them. That's something you don't get from using scarcity - all it tells you is that people make a decision once you light a fire under their butts.
If you want to improve your website and tap into the power of A/B testing, the bottom line is this: realize that many tests are inconclusive or only lead to marginal improvements. And don't let that discourage you. Instead, take those small wins and keep on testing.
If you're not sure where to get started, check out this post about the first 3 things you should optimize and test on any landing page.
You can also check out the Rapid Landing Pages course (which is free), to learn a simple framework for building conversion optimized pages as well as a framework for what to test and in what order.
And finally, grab your copy of Thrive Optimize to take the pain and complication out of A/B testing.
What has your experience with A/B testing been like? Any big wins of frustratingly inconclusive results? Let us know by leaving a comment below!