22 Aug 2016

5 Things to follow to get the most out of A/B testing tools


A/B testing, also known as split testing or version testing, is an assessment tool that intends to decide which version should be used in order to achieve an enterprise’s goals more effectively. It is often used for Website design, EDM blasting and more recently, on mobile app interface designing as well.

In the A/B testing of a mobile app interface, version A functions as the control and version B as the variant. During the test, half of the visitors are given version A (has no changes) and the other half are given version B, which was designed primarily to improve particular metrics, such as, conversion, click-through rate, etc. End user behavior is tracked throughout the tests and evaluated to figure out which of the versions is performing better to achieve the business goals.

These days, nearly every enterprise is using A/B testing tools. Despite many of them implementing changes to their mobile applications, they are not using a clear A/B testing strategy. As a result, they lose the opportunity to leverage the improvements in site performance.

It’s a simple technique for quantifying views regarding what works best in page functionality and layout. Everyone can perform A/B testing, however, it does not mean everything is done appropriately. From planning to accurate analytics, there are a lot of things to be considered for a successful test. In order to run the test appropriately, there are a few things that are needed to keep in mind:

  1. Always test with a proper strategy. For the clients who don’t have a specific goal or design features that they want to optimize, however, still want to run the A/B test. This process overrules the advantages of the A/B testing. Only operate the A/B test with a plan that will result in creating best practice for user experience.


  1. Make everything data-driven. Random tests are not the best option. If you identify a problem in your data, then you should make a change. For example, as an online shopping platform, you want to test various options for the ‘add-to-cart’ button on your mobile application in order to maxium more sales. However, it was identified that visitors added products to their cart, but didn’t check out the products. Changing the cart button would be the solution, but testing various check-out options might help.


  1. Follow the test’s result. Frequently, people carry out A/B test and just ignore the results. This could be either because they do not take it seriously, or due to some technological issue. There isn’t any reason for testing at all if you are not following what the tests tell you and using valuable changes. Considering implementation, the first thing you need to make sure is who has the responsibility for the changes of the interface design and implement new approaches.


  1. Patience is an advantage. Employees often want quick results from A/B testing tools to show ROI to their administrators. However, the truth is that the longer-range strategy the test conducted, the more accurate the improvement could be. Quick wins fade the statistical reliability of the tests.


  1. Don’t test bad designs. Companies often change their mobile apps and its design which is against the best practices for user experience. These designs will only perform poorly, even when compared to the original design. Therefore, before rolling out A/B tests, designers should not implement any changes, so that you’re testing good designs against good designs.


Appealing Mobile App front-end design directly enhance user experiences. While developing a mobile app for your company, consult your mobile app developer and their design team for the best UI design.

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