A/B Testing Best Practices

A/B testing best practices and case studies from the CRO experts. Start improving your conversion rates today by following these tips and processes.

How to Write a Solid A/B Test Hypothesis

A/B Testing Best Practices, Hypothesis Generation, Optimization Culture

By Shana Rusonis
January 29, 2015

How to Write a Solid A/B Test Hypothesis

Imagine you set out on a road trip. You packed the car, made a playlist, and set out to drive 600 miles—but you don’t actually know where you’re headed. When you arrive at a destination, and it’s not at all what you imagined it would be.

Running an experiment without a hypothesis is like starting a road trip just for the sake of driving, without thinking about where you’re headed and why. You’ll inevitably end up somewhere, but there’s a chance you might not have gained anything from the experience.

In this post, we’ll show you how to craft great hypotheses, how they fit into your experiment planning, and what differentiates a strong hypothesis from a weak one.

A/B Testing Best Practices, experiment engine

By Claire Vo
January 28, 2015

Use quantitative and qualitative data to guide tests Before choosing which pages and elements to optimize, analyze the behavior of the users on your website using quantitative and qualitative data. Using quantitative data from Google Analytics, you can track which pages users are exiting before converting. Look for pages with a high exit rate or […]

A/B Testing Best Practices, Optimization Culture

By Luke Diaz
November 6, 2014

5 Traits of Best-in-Class Optimization Teams

What are your best customers doing?

That is the #1 question I hear from customers on a day-to-day basis. How do others companies do optimization and testing? It’s a great question.

Based on thousands of interactions with Optimizely customers and four years of enterprise enablement, I can confidently point to five traits that all best-in-class optimization teams possess…

A/B Testing, A/B Testing Best Practices

By Grigoriy Kogan
October 30, 2014

The Problem With A/B Testing Success Stories

Like many, I learned about the principles and practicalities of A/B testing from online articles and resources. From the time I was first introduced to split testing, I’ve made conversion optimization my full-time profession.

A year later, I noticed something alarming about the stories I was once so excited to read: success stories about A/B testing are bad for you.

Continue reading to learn why they’re bad, how to reverse their damage, and how to multiply the value of your tests without the help of success stories…

A/B Testing Best Practices, Online Marketing

By Larry Kim
October 2, 2014

3 Tips To Increase Your PPC Click-Through Rate

Click-through rate, or CTR, is one of the most important metrics you can measure in paid search. Today we’re going to look at why a high CTR is so important to your account, and I’ll explain how you can increase the CTR of your ads through A/B testing and 3 optimization techniques:

Targeting the right kinds of keywords
Writing more compelling, emotional ads
Testing your ads

A/B Testing Best Practices, A/B Testing Ideas, Copywriting

By Anne Murphy
July 7, 2014

The Secret Weapon to Superior Calls to Action

Great content marketing campaigns engage your target audience and build trust and authority online by educating that audience.

Without a strong call to action, you’re not giving your content a fair chance to convert unique visitors into leads in your database. And that, my friends, is a problem. Especially if you’re fighting for budget, or need to justify the spend on a content-centric marketing strategy. This post explains 3 ways to make your CTAs powerful lead and revenue drivers for your organization.

A/B Testing Best Practices, Targeting, Using Optimizely

By Amanda Swan
May 7, 2014

10 Ways to A/B Test Better with Targeting

Marketing practices have many separate vocabularies. Online marketers, content marketers, and product marketers all converse with their own jargon. One of the vocabulary words that spans many marketing activities is targeting. Targeting is a not-so-sexy way to describe a highly useful practice that is downright essential to marketing.

This article outlines 10 smart ways to target visitors on your website.

A/B Testing Best Practices, Optimization Culture

By Shana Rusonis
March 25, 2014

Are You Making a Mistake with Your Data-Driven Marketing?

The prevalence of data, and its promise to provide measurable, actionable results for businesses have created an unprecedented demand for us (marketers) to adopt data-driven mindsets. Thanks to improved software and analytics, we are able to capture hundreds, even thousands, of metrics on our marketing activities on a day-to-day basis.

A/B Testing, A/B Testing Best Practices, Landing Page Optimization, Online Marketing

By Takeshi Young
March 4, 2014

Why You’re Crazy to Spend on SEM but Not A/B Testing

If you’re spending money to bring people to your site, you should be doing everything in your power to maximize the chance that those people do what you want in return.

A/B testing the landing pages you send paid traffic to is the thing most within your power—the easiest to implement with the highest value—that will increase your return out of your investment in SEM.

A/B Testing, A/B Testing Best Practices, Analytics

By Jeff Zych
September 17, 2013

When running an A/B test, you typically want to see a clear winner. But that doesn’t always happen. Sometimes results are insignificant. And if you have a well-defined test hypothesis behind why you’re running the test in the first place, then an insignificant result can be just as useful as a clear winner. On optimizely.com, […]

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Optimizely Blog

Tips & Tricks for Building Your Experimentation Program

Optimizely Blog

A/B Testing Best Practices

How to Write a Solid A/B Test Hypothesis

A/B Testing Best Practices, Hypothesis Generation, Optimization Culture

9 Tips To Help You Run A/B Testing

A/B Testing Best Practices, experiment engine

5 Traits of Best-in-Class Optimization Teams

A/B Testing Best Practices, Optimization Culture

The Problem With A/B Testing Success Stories

A/B Testing, A/B Testing Best Practices

3 Tips To Increase Your PPC Click-Through Rate

A/B Testing Best Practices, Online Marketing

The Secret Weapon to Superior Calls to Action

A/B Testing Best Practices, A/B Testing Ideas, Copywriting

10 Ways to A/B Test Better with Targeting

A/B Testing Best Practices, Targeting, Using Optimizely

Are You Making a Mistake with Your Data-Driven Marketing?

A/B Testing Best Practices, Optimization Culture

Why You’re Crazy to Spend on SEM but Not A/B Testing

A/B Testing, A/B Testing Best Practices, Landing Page Optimization, Online Marketing

When Insignificant Results are Significant

A/B Testing, A/B Testing Best Practices, Analytics