The Value of A/B Testing Prior Year Content
Recently, a wide range of new testing ideas has emerged that makes testing online systems easier and faster. One idea goes beyond functional testing to a more basic question: Does the system convert shoppers into buyers? Since that is a key function of commercial websites, it is important for an organization to understand its website’s effectiveness. One way to do this is to create two different variations of the site—the A and B versions—and then assess the more-effective variation. The A/B tester plays a key role in the entire effort. His role is to gather A/B test requirements; prioritize, develop, and execute the tests; and partner with the analytics team to report the findings. Venkat Atigadda explains the types of tests involved, advantages, best practices, and key guidelines for performing A/B testing. This approach can be generalized to test for signing up for additional services, viewing the site longer, and visiting additional parts of the site.