Best Practices

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…

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…