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A/B Testing Ideas

Inspiration, examples, and ideas for new A/B tests to run on your website or mobile app.

10 Essential Tests to Drive Mobile App Downloads, Engagement & Retention

10 Essential Tests to Drive Mobile App Downloads, Engagement & Retention

Since we announced our move to iOS app optimization last week, mobile strategy is top of mind. In speaking with best in class app developers, we’ve learned some eye-opening lessons about how to create awesome mobile apps. Let’s look at these strategies and offer ideas for how you can improve engagement, retention and download rate on your app.

Split Test Ideas for Urban Outfitters’ Checkout Funnel

Split Test Ideas for Urban Outfitters’ Checkout Funnel

In a world where online shoppers are bombarded with options, one thing an online retailer can do to gain a competitive advantage is make it as easy as possible to buy their products.

The series of pages a shopper must complete to purchase the item—the checkout funnel—is the closest place to actual purchase event, and usually filled with friction. Improving the experience, and likelihood that a shopper will actually checkout is only possible through experimentation (aka split testing).

A/B Testing for Validation, Not Conversions

A/B Testing for Validation, Not Conversions

As a strategic optimization consultant, it’s my job to help companies generate A/B test ideas that will either increase conversion rates or help answer questions. Sometimes, when I offer a test idea, I hear this reply: “We can’t test that because it would require too much work on our backend,” or “We would never design our page like this variation so we won’t test it.”

My response: still test it.

12 Obvious and Not-So-Obvious A/B Test Ideas for Online Retailers

12 Obvious and Not-So-Obvious A/B Test Ideas for Online Retailers

Product page views, adding to cart, completing individual steps within the checkout funnel, completed purchases, average order value, and revenue per visitor are all metrics that matter for an online retail website. We have 12 ideas for experiments that are tailored to the conversion goals of an online retailer.

Each idea is a link to a full blog post with more detail and additional test ideas.

E-commerce Test Idea: Default Sort Order on Category Pages

E-commerce Test Idea: Default Sort Order on Category Pages

When I search for tents on REI.com, I’m presented with pages upon pages of results for items matching my query. The order in which these items are sorted when I first see the results is important—the quicker I see an item that matches what I’m looking for, the better. Would a different default sort order compel me to engage with content and click-through to product pages at a higher rate? Should items be sorted differently based on a unique visitor segment that I can be categorized into?

Testing Hack: Gauge Interest in a New Product with a Dummy Button and Clicks

Testing Hack: Gauge Interest in a New Product with a Dummy Button and Clicks

Planning a new seasonal or permanent offering for your business requires significant preparatory research to determine the market opportunity, costs, and the projected return on investment (ROI). Instead of sending a customer survey, or soliciting feedback on your social media channels (all good methods), why not run an anonymous survey at scale using your website?