How Tos

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…

If you’ve determined that you need an A/B testing and optimization program, but feel overwhelmed about where to start, let this article guide you through the five essential roadblocks you might face and how to overcome them. 1. It is unclear how visitors interact with your site. No matter where you are in the A/B…

Part 4: Acceptance & Resolve – A Better Solution, A Better Day! If you’ve been following this blog series, you know Google announced the end of its Optimize A/B testing solution, and we’ve been walking its users through their 5 Stages of Grief. While likening this loss to other life losses is intended as a…

Part 3: Bargaining, Depression, and the Continued Need for Testing If you’ve been following this blog series, you know in a tongue-in-cheek way, we’ve likened the emotions Google Optimize users are going through to the well-documented 5 Stages of Grief: Part 1: RIP Google Optimize Part 2: Denial, Anger, and Needs Assessment If you’re through…