The Definitive Guide to A/B Testing Using an Analytics Platform

The following tips will make sure that your A/B tests are successful and generate accurate and insightful data.

Running tests is one of the most important elements of conversion rate optimization for businesses. The more you test, the higher your conversion rates will often be. Testing can also help you optimize your business funnel to get customers that would have otherwise turned elsewhere!

It’s easy to get started with A/B testing using an analytics platform, but there are a few things that you need to know before getting started. If you want to learn more about why an analytics platform will simply data processing, this page will be helpful. The following tips will make sure that your A/B tests are successful and generate accurate and insightful data.

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What is A/B Testing?




A/B testing is the process of comparing two versions of something to see which one performs better. It’s often used in marketing and web design. Still, it can also be applied inside your business to get even more insight into how customers are using – or not using – specific features.

Not every company will need A/B tests for all areas of their business, but there are specific areas that you should always test. These might include your homepage, checkout funnel, and marketing pages. You’ll get the most insight from testing these areas of your business because they are where you’re likely to have the most significant impact on conversions.


What Are Some Common Pitfalls?


The biggest mistake people make when running A/B tests is not setting clear goals for their tests ahead of time. It’s essential to have specific, measurable goals. Otherwise, you won’t know whether or not your test was successful!

Other mistakes include not having a large enough sample size or not including all relevant data. It would be best if you had both of these things for an A/B test to be valid.


Can I Run A/B Tests if I Don’t Have a Website?


Yes! More and more companies are realizing the value of testing even if they don’t have a website. Some common areas you can A/B test include:

  • Marketing pages (emails, ads, etc.)
  • Printed material like business cards or brochures
  • In-store sales

Imagine that you want to run an in-store A/B test. You could change the order of your products on a shelf and see which arrangement leads to the most sales. You could also test changing prices of similar products to see if it influences sales. In case, be sure to take good records of the data!


How to Run A/B Tests Using an Analytics Platform: Simple Steps


An analytics platform can help you run A/B tests quickly and without getting too technical. They’re also easy to get started with, so you should be able to get your first test up and running within a few minutes! Here are some basic steps that you might follow.


1. Choose What You Want to Measure


The first thing you’ll need to do is choose a goal that will be measured by your test. A good example might be increasing newsletter signups or purchases from customers. You should make sure the metric is relevant and measurable. Otherwise, it won’t help you determine whether or not your test was successful!

You should always set clear goals before you start testing anything! Otherwise, your test will likely fail because of inaccurate data. Once you have your goal, you can create two different versions of it that will be tested against each other!


2. Connect Data to the Platform


If you haven’t already connected your data to an analytics platform, now would be a good time to do so. You might need to connect your website or app analytics, email platform data, CRM data, and/or offline marketing channels before you can get started with the A/B testing process! Once everything is connected, you’re ready to create your first test!


3. Create a Test


There are a few different ways to create an A/B test in an analytics platform. You might follow this example.

Create two different versions of the same page that you want to test against each other! Decide on your conversion metric and which version will be considered your control version. In some cases, you may need more than two versions of a page. If that is the case, you can set up another test and compare results from multiple tests. 

Run the test over a period to collect data. After you’ve collected enough data, analyze it to determine which version performs best. If everything goes well, congratulations on running your first A/B test using an analytics platform!


4. Analyze the Results


Once you’ve run a few tests, you can see which areas of your business are most effective at driving conversions. You might also discover that the results from one don’t apply to another area of your company. That’s why it’s essential to test as many different things as possible because every business is unique and what performs best for one may not be the best for another!

An analytics platform is a great way to make sure you are running A/B tests correctly. They’re simple enough that anyone can use them, but they also have advanced features if you want more control over your testing process. There are many different tools available depending on what type of data you collect and how you want to analyze it.


5. Make Data-Based Decisions


Now that you have noticed trends from your tests, you can start making data-based decisions and optimizing the areas of your business that need it most. That way, you’ll be able to focus your resources on what works for growing your company!

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What Else Should I Know About A/B Testing?


A/B testing is one of the best ways to make data-driven decisions that will help your company grow. That’s why it’s essential to try as many tests as possible because there are always new things to learn! Keep these tips in mind for future A/B tests.


Don’t Give Up Too Soon


Sometimes, tests take longer than expected to run. Make sure you give them enough time before making a decision on the results!


Make it Relevant


What works for one business might not work for another, so make sure your test is always relevant and based around goals that are specific to your company!


Don’t Forget About Logistics


If you’re testing an email campaign, you’ll need to track how many people open it and click on the links, so you can see which version is performing best!


Final Tips & Advice


While your business data is connected to your analytics platform, you’ll always be ready to run A/B tests. It might take some time before learning what works for growing your business, but that’s part of the journey! You can learn a lot about your business and make effective changes if you keep trying new tests and becoming better at analyzing the results.


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