Best Practices

For digital marketers and product developers, A/B testing is critical to enabling data-driven decision-making and providing a clear understanding of product and site change impact. However, achieving meaningful results from A/B tests requires careful planning and execution. In this article, we will explore 8 essential tips that can help you unlock A/B testing success and…

A/B testing has revolutionized the way businesses optimize their digital experiences, but traditional divisions between marketers‘ client-side tools and developers‘ server-side solutions have hindered innovation. In this blog post, we will delve deeper into the challenges faced by marketers, developers, and product teams, and explore how integrating their tools and approaches facilitate collaboration and unlock…

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…

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…

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,…

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…