« View Full Digital Library
Whether you're designing a website or executing a marketing campaign, you always need to make every decision with your target audience in mind. Who are these people? What do they like? What do they dislike? The answers to questions like those need to inform absolutely everything that you're doing.

The issue, of course, is that those aren't necessarily easy questions to answer correctly - at least not on the first try. You could assume that you understand what someone is looking for in a website but if you guess wrong, you might not get another chance. That, in essence, is why A/B testing is so important - it takes all of the guesswork out of website development to give you the best chance at making that ideal first impression you're after.

The Power of A/B Testing


With A/B testing, you're creating two (or sometimes even more) versions of a website or element to show to different portions of your target audience at the same time. Based on the data you collect; you can see which one is the most effective at getting your messaging across - therefore allowing you to roll it out to the entirety of your audience with confidence.

A/B testing is an invaluable way to learn not only which version of your site people like more, but which version helps accomplish your precise goals, too. You can easily see which one generates more leads, for example, or which one generates more sales. By paying attention to how people interact with one version of a site compared to the other, you learn what you need to harness their attention in a more effective way. This also gives you a chance to see what is currently working about your design and, more importantly, what isn't. That way, even if your research doesn't result in a complete redesign from the ground up, you still know which portions need a bit of extra attention to really make the maximum impact you need.

But just how effective is A/B testing, you ask? According to one recent study, during Barack Obama's final presidential campaign, his team was literally able to generate $60 million in funding thanks to the power of A/B testing. They used it as a conversion optimization method and, as you can see, it was incredibly successful.

Overall, A/B testing is a powerful and effective way to arrive at the best possible user experience design for your site as quickly as possible. Another recent study indicated that better UX design based on this type of testing can increase a business' conversion rate by 400% in some situations - making it clear that the effort is more than worth it.

If you're interested in finding out even more about the importance of proper A/B testing in web design and development, or if you just have any additional questions you'd like to go over with someone in a bit more detail, please don't delay - contact InfoStream today.