AB Testing

Make informed, data-driven decisions for your website by utilising AB testing

What is AB Testing?

A/B testing is a method for measuring the performance of two versions of a web page or app. The results of AB testing are analysed to establish which version works best for a defined conversion goal. Webtrends Optimize uses market-leading technology to test any part of a website (such as landing pages or conversion funnels), and then measures the user behaviour of a defined target audience. Using advanced statistical modelling, Webtrends Optimize can then accurately predict which test result will perform best. Running an AB test against an existing user experience can eliminate guesswork when designing and delivering new digital experiences.

AB testing across channel & device

Webtrends Optimize allows you to design and create effective AB tests quickly and easily. Our intuitive, interface is designed with simplicity in mind making it easy for you to perform conversion rate optimisation.

A/B testing can be used for call to action buttons, body copy, image placement, form fields and many other elements across your website, mobile, mobile apps, CRM and email. Test results and progress provide invaluable insight on user behaviour as they engage with your digital assets.

Testing tools can create a compelling business case for future development, investment and Marketing campaigns.

AB Testing graphic

AB Testing with Webtrends Optimize

AB testing in Webtrends Optimize is incredibly easy. For those with coding skills our advanced editor is a very powerful tool.

However, our ‘WYSIWYG’ visual editor allows anything from very simple tests to more complex variations to be quickly and easily created, even if you have no coding knowledge whatsoever.

Check out this short video to see how quickly you can set up a simple but effective test.

AB Testing vs Multivariate Testing

Understanding the different testing methods can be confusing, so what’s the difference between A/B testing and Multivariate testing (MVT)? AB testing is simply the choice between one version of a web page and a different version of a web page, with traffic split evenly between the two, where as MVT is different because it allows multiple elements of a single webpage to be changed to establish which combination delivers the best result.

Both are very valuable features and which one to use depends on what your objectives are and what you are trying to understand in any given situation. They are also both very powerful when combined with other CRO and personalisation tools such as social proof, exit messaging and product recommendations – all of which is possible with Webtrends Optimize as standard.

Get the most from your AB Testing

ABn testing changing button colours between orange, green and purple on a tablet device

Know which content inspires action

Even simple tests can provide useful insight and surprising results compared with your initial thoughts about what might work best. Changing the button colour or position of a call to action can have a significant impact on click-through rate and can increase conversion.

With A/B testing, you’ll get a statistically significant result for which button, message, design or any other element resonate best with your customers, whatever the sample size.

AB testing outbound emails with different coloured buttons on mobile

Create more meaningful marketing

Maximise your CRM and email marketing by breaking through the inbox noise. Webtrends Optimize allows you to test your emails to establish which design and messages encourage users to act.

Testing email creative can significantly increase engagement and click-through rate (CTR). Understanding user behaviour is important so our platform integrates seamlessly with your web analytics provider, including Google Analytics.

Flexible support options

When using AB testing technology you need to make a decision about which solution is right for your business. Do you take the technology/platform only or do you need some guidance and support? Our approach is flexible and bespoke. You might be considering conversion rate optimisation for the first time or maybe you have a dedicated internal CRO function. Whatever your requirements, our comprehensive range of support options can be tailored to your specific needs. From a fully-managed service to a platform only SaaS model – and all points in between. Simply choose the level of support that works for you.

Get in touch

Want to know more about AB Testing, or how Webtrends Optimize can help you increase your conversion? Click below to send us a message or call us on 0333 444 5502.

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