A/B & Multivariate Testing
A/B Testing Mistakes and How to Avoid Them Part 5 – Not Segmenting Data
By Kevin Plankey •
Data analysis is the crux of A/B testing and optimization. But many of us who do A/B testing and optimization aren’t data analysts by trade; we’re learning as we go. One of the most common mistakes we see in A/B testing is not segmenting data. To understand how your A/B tests are performing and how…
Read More A/B Testing Mistakes and How to Avoid Them Part 4 – Thinking Small
By Kevin Plankey •
Optimization teams, especially new ones, A/B test aspects of their digital properties that have been frequent subjects of debate, like button colors, calls to action, and hero images. These tests can be important to conversion rates and average order values. These A/B tests are simple to set up, easy to explain, and winners are usually…
Read More A/B Testing Mistakes and How to Avoid Them Part 3 – Doing Too Much at One Time
By Kevin Plankey •
When you first start managing an A/B testing and optimization program, the possibilities can be both exciting and overwhelming. Chances are you’ve had a running list of improvements you want to make to your site and are eager to finally implement and test those. However, despite the temptation to jump into everything all at once,…
Read More A/B Testing Mistakes and How to Avoid Them Part 2 – Setting the Wrong Metrics
By Kevin Plankey •
Several months ago, I posted about mistakes to avoid when A/B testing. Over the next few weeks, I want to get into a little more detail about other mistakes to avoid when A/B testing. This week, we’ll talk about setting the wrong metrics. Setting the Wrong Metrics It takes some experience to know all the…
Read More Components to A/B Test in Your E-commerce Checkout
By Kevin Plankey •
It can be difficult to identify and prioritize which components should be A/B tested to best help reach your established KPIs and business goals. Fortunately, good discipline around experimentation can help with e-commerce optimization and can be a continuous process that ensures you are constantly improving the overall shopper experience. Below are some A/B testing…
Read More The Slow Demise of Tag-Based A/B Testing Solutions
By SiteSpect Marketing •
Over the past 10 years, there has been a dynamic shift in the way marketers and e-commerce practitioners measure success. It is no longer acceptable to make changes (big or small) to the customer experience without both hypothesizing the impact of changes and also deploying a testing strategy to validate or refute those hypotheses. Over…
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