The ability to develop A/B- & multivariate tests is an important part of the skills a conversion consultant needs to have in order to get results. Tests can be built to improve the conversion rate of sales, interaction on pages or to get more subscribers to the newsletter. Depending on the task and role in the organization, the key point indicators (KPI’s) can differ.
Analysing data can be done with the built-in reporting of the testtools or the existing web analytics software. I prefer using existing web analytics software. This makes analysing the tests more reliable. By using the existing statistics, extra segments or goals / conversions can be analysed. Often, insights can be found at places you don’t expect.
Fortunately, there is a shift going on in the market. A/B-testing will no longer be considered as a short-term optimization. Although this will still be the case for specific high traffic landingpages, more tests are focused on improving the customer experience, a better online customer service and the general performance of the website. More often A/B-tests will contain (small) elements of a redesign in order to measure the performance of each element.
Valk Exclusief, ICS Cards, Leaseloket, Essent Belgium, Achmea, Emesa (Vakantieveilingen / Actie van de dag), Stomerij Sassen