Smriti Chawla • Aug 26, 2013
A/B testing can help improve your web designs. Even a small tweak such as changing the location of your call-to-action button can increase sales by 35.6%. Performing A/B tests will let you verify that your design changes lead to better results.
As a web designer who strives to create high-performing websites, you probably already know about A/B testing. But in case this is the first time you have heard of A/B testing (which is also called split testing sometimes), read this introductory guide first: An Introduction to Website Split Testing.
Though A/B testing seems like a no-brainer — especially with the huge array of user-friendly tools out there like Optimizely, Google Analytics Content Experiments, and Visual Website Optimizer (the company I work for) — there are a few common mistakes that will lead you towards unreliable results. These A/B testing mistakes could spell disaster for a website because they have the potential to lower a site’s conversion rates. Making the A/B testing mistakes I’ll be talking about below would, at the very least, mean you’re not going to get the best data you can get for making informed design decisions. [Article]