Small Refinements Can Yield Big Results

Our Usability Tests may have helped us determine which design was the most usable but now we want to further optimize variations of our design to see which one can get more people to act. This is where A/B testing comes in. With A/B Testing, we can run simultaneous tests of different variations of a single design that will be shown to an equal split of your total audience to see which design performs the best. With these tests, we will experiment with everything from simple text changes to color changes to subtle layout changes until we’ve reached a statistical significance and can declare a clear winner.

The true power of A/B Testing is revealed in the quick and dramatic impact it can have on increasing conversions and reducing bounce rates. The bottom line is, if you sell stuff online and you’re not doing A/B Testing, you’re already losing money.

Check out this great video on ‘Best Practices from 100,000+ A/B tests’ from Optimizely Co-Founder & CEO, Dan Siroker.