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…

Kick off your optimization planning by resolving to take your digital channels to the next level by improving the customer experience through testing, personalization, and recommendations. Omnichannel experimentation should be part of your digital strategy all the time, but if you’re just starting out in the experimentation space, it’s best to establish a roadmap for…

Instead of going with a gut feeling that a new website banner or offer is going to hit it out of the ballpark, retailers are relying more and more on data-driven strategies to drive measurable results with their web and mobile experiences. A/B testing and optimization has been widely adopted in the online retail space…