A/B testing is one tool you can use to measure how customers react to different variations in site functionality, especially when it’s included in a reliable ecommerce platform like Salesforce Commerce Cloud. What is A/B Testing and Why Should You Use it?
Full Answer
What is a/B testing in Salesforce Commerce Cloud?
Salesforce Commerce Cloud includes A/B testing as part of its “Campaign” functionality. This is notable and important because campaigns allow you to display different content, designs, and flows to different users, depending on different situations or triggers.
What is a/B testing?
Definition of A/B testing (also called Split Testing): A scientific approach of experimentation when one or more content factors in digital communication (web, email, social, etc.) is changed deliberately in order to observe the effects and outcomes for a predetermined period of time.
What is a/B testing in digital marketing?
While trial and error are one way to determine the best possible outcome from your digital marketing efforts, A/B testing, also called split testing, is faster, more efficient, and able to produce hard data to help your team make informed, effective decisions.
Can you do a/B testing in Marketing Cloud?
Most commercial software capable of running A/B testing in different marketing channels (including Marketing Cloud) normally has random selection functionality built-in so that marketers and non-technical people can execute tests easily. What is statistical significance in split testing?
What is AB testing in Salesforce?
A/B Testing is a market testing method in which you send two versions of your Marketing Cloud Email Studio communication to two test audiences from your subscriber list. Track which version receives the highest unique open rate or highest click-through rate and send that version to all remaining subscribers.
What is AB testing in CRM?
A/B testing is used to consider how small differences in a marketing campaign might influence customer behaviour. This might be the title of a newsletter or email, the picture for a banner advert, the text on a call-to-action button or the layout of a web page.
What is AB product testing?
An A/B test is used to determine which version or variant of something will perform more effectively in the market. This strategy is commonly used by marketing and advertising professionals, who show multiple versions of an ad, marketing email, or web page to randomly selected users, and then analyze the results.
What is user AB testing?
A/B testing is when users are presented with one of two versions of a design—an A version or a B version—and conversion rates for each version are compared to see which version performs best. A variation of A/B testing is multivariate testing, which is when you test three or more versions of a design.
Why do we do AB testing?
There are several benefits of A/B testing. A/B testing lets you increase user engagement, reduce bounce rates, increase conversion rates, minimize risk, and effectively create content. Running an A/B test can have significant positive effects on your site or mobile app.
When should you not use an AB test?
4 reasons not to run a testDon't A/B test when: you don't yet have meaningful traffic. ... Don't A/B test if: you can't safely spend the time. ... Don't A/B test if: you don't yet have an informed hypothesis. ... Don't A/B test if: there's low risk to taking action right away.
How is AB testing done?
A/B testing, also known as split testing, is a marketing experiment wherein you split your audience to test a number of variations of a campaign and determine which performs better. In other words, you can show version A of a piece of marketing content to one half of your audience, and version B to another.
How do you plan an AB test?
How to perform an A/B test?Step 1: Research. Before building an A/B testing plan, one needs to conduct thorough research on how the website is currently performing. ... Step 2: Observe and formulate hypothesis. ... Step 3: Create variations. ... Step 4: Run test. ... Step 5: Analyse results and deploy changes.
What is email AB testing?
Email A/B testing, also known as email split testing, is sending 2 different versions of your email to 2 different sample groups of your email list. The email which receives the most opens and clicks (aka “the winning version”) will be sent out to the rest of your subscribers.
Is AB testing the same as usability testing?
While Usability Testing may require you to recruit participants, script your tasks and questions, analyze and make design recommendations based on your findings, A/B Testing requires no such efforts. A/B Testing allows you test your designs with real time traffic.
Is AB testing user research?
So, running A/B tests is a great way of conducting UX research while your product is live, and deciding what works and what doesn't work for your target users.
How do I choose users for my ab test?
Setting a cap on A/B test participants To use this feature, under the Target Users section, select Set a maximum of X participants, and then enter the number of participants in the box. If you set a cap, you can change or remove it later, while the test is running.
Test Distribution
Before the system sends your emails, it must generate the A/B split. When the A/B test starts, the system chooses the subscribers, assigns Condition A or Condition B to those subscribers, and then sends the emails. For large lists and at times when several send jobs are in process, splitting the A/B test can take longer.
Ties
If your A/B Test results in a tie, the system declares Condition A the winner. You can edit the winner criteria to see if one condition performed better than the other using a different winner criteria.
Track and Declare Winner
After you perform an A/B test, you can access the tracking overview section of your test to view the results. The tracking pages always display the current results, but the system honors the winning condition that performed the best from the time you specified to declare a winner.
Save the Winning Subject Line
When running a subject line A/B test, you can have the winning subject line save back to the original email. You configure this in the Winner stage of the test creation process.
How is A/B testing different from personalization?
Meanwhile, A/B test segmentation is executed randomly. With both, the user is presented with an experience that is potentially different than other users. A/B testing, however, goes beyond personalization. A/B testing collects metrics to help determine which experience, among two or more, performs the best according to one or more segmentation criteria.
How is a shopper's eligibility for A/B tests determined?
A shopper’s eligibility for A/B tests is determined by the Tracking site preference. The Tracking site preference is session-specific and only shoppers for whom tracking is allowed are eligible for A/B tests.
