A / Bテストは、古いプレイブックを裏返し、再現性があり、信頼性が高く、収益性の高い科学的に有効なアプローチを使用する機会を提供します。
DTCソーダの代替会社であるOLIPOPがA/Bテストを支持している理由は次のとおりです。
A / Bテストは、分析が容易なデータを提供しながら、コンテンツエンゲージメントを改善し、バウンス率を減らし、コンバージョン率を高め、リスクを最小限に抑えます。A / Bテストを実行することで、どのコンテンツがターゲットオーディエンスに共鳴するかを把握できます。次に、このデータを使用してマーケティング戦略に影響を与えることができます。これらのテストは、ユーザーがWebサイトで問題を抱えている無関係なデータや領域を特定するのにも役立ちます。これにより、必要な変更を加えた後のバウンス率が低下します。
何年にもわたって多数のA/Bテストを実行してきましたが、実行した最も効果的なテストの1つは、CTAボタンの色を変更するという最も単純なテストでもありました。それでおしまい。友人から、ページ上のボタンの色を切り替えることで、回答率が16％向上したと聞いていました（以前のクリック数と比較して）。これで考えさせられ、独自のA/Bテストを実行することにしました。実際、これは実際にはA / B / Cテストでした。これは、元の緑色とオレンジと赤の3つの異なる色を試したためです。結果？赤いボタンは8％高い回答率をもたらし、オレンジ色のボタンは相対クリック数に関して14％良い結果をもたらしました。緑のボタンをオレンジ色にするのと同じくらい簡単な変更で、それだけの効果が得られるのは驚くべきことです。したがって、私の最善のアドバイスは、誰かに商品をカートに追加してもらう場合であり、CTAボタンの色だけで簡単に操作するのではありません。真剣に考えてください–そしてテストします。
Convert Experiencesのような専用のテストプラットフォームは、Shopifyストアとシームレスに統合され、必要なすべての種類のテストを実行できます。また、使用できるカスタムShopify A / Bテストアプリを備えているため、コードの膨張の可能性を排除できます。
次に、テストをコーディングするための適切なチームを配置する必要があります。
注：コーダーとA/Bテストチームで作業するコーダーには違いがあります。
最終的に、テストはQAとデバッグなしでは不完全です。 Without QA, variation errors can crop up, causing statistical errors—a false positive or a false negative. Not to mention, you may end up collecting the wrong data that delivers zero value to your visitors.
Here are 4 best practices for QA of A/B tests:
Develop a QA strategy
Identify what to QA
Focus on page experience
Align QA with conversion goals
RECOMMENDED RESOURCE : Quality Assurance (QA) Checklist for A/B Tests
Pro Tip: Avoid these rookie A/B testing mistakes:
You only test industry best practices
You keep peeking at your “results”
You give up after one test
You fail to iterate and improve on wins
You mess up revenue tracking
＃4。Analyze & Learn From Your A/B Tests
Whether you have a winner or loser on your hands, analyzing what worked and learning from it to influence future A/B tests is crucial.
Because while A/B testing is a strategy to boost your revenue, you're also effectively “buying data” on your audience.
Here's a 7 step process to learn from A/B tests –
Make sure your data is accurate, valid, and significant
Check your micro, macro, and guardrail metrics
Segment your results
Check user behavior
Continue to improve on winners
Create a learning repository for future tests
The last step allows you to run tests in the future that are backed by your previous experiments' learnings.
RECOMMENDED RESOURCE : You Need an A/B Testing Learning Repository to Run Experience-Informed Experiments (Experts Say)
Expert Tip: Be prepared to fail.
It is difficult to predict the conversion rate for your website even if you think you've created the perfect A/B test. As a new entrepreneur, I almost succumbed to the frustrations of seeing no success in the first few months. I am not used to failure and many entrepreneurs are like this. The focus should be to give the users the best experience and leave room for the unexpected .
Leslie Radka, Founder & Hiring Manager at GreatPeopleSearch
A/B Testing in Other Realms That Can Compound Your Shopify Store Gains
Don't stick to just your website. A/B testing can and should be applied to other channels and realms where customer engagement occurs.
A/B Testing Pop-Ups (with Privy)
Those pop-ups you have on your website? You can A/B test them too with tools like Privy. Experiment with your headline, offer, form, CTA, or images.
Privy's Convert tool allows you to present the pop-up in different formats and target visitors based on rulesets.
A/B Testing Emails
When it comes to email marketing, 3 core areas of improvement emerge—delivery, open rates, and CTR.
You can test your emails in this order:
First, the subject lines to improve the open rate
Then the body copy to make sure it's relevant
Finally, the CTAs to get more clicks
What else can you test in your email? Check out our complete guide to A/B testing emails.
Here's how 2 Shopify entrepreneurs used A/B testing to grow their email marketing channel: [h5] #1. Grew Email List 3x Using Split Testing
The most effective strategy for testing content is A/B testing. A/B testing has proven, measurable, immediate results that tell us whether one or another content base is more effective at converting customers to sign up for emails, make a purchase, etc.
In retail, vanity metrics like direct traffic to your website are least effective for measuring content success, while A/B testing (ie, tracking conversion rate, user engagement, email funnels) is the most effective. We tested our email subscription CTA with split-testing and grew our email list over three times in one campaign. The better you know your ICP, the more effective your brand strategy will convert. Use A/B tests to understand your target demographic better, and spoon-feed them the content they respond best to .
Zach Goldstein, Public Rec
＃2。Increased email open rate by 25% with emojis in subject lines
After seeing a study, I wanted to test out open rates using an emoji in the subject line vs. not using one. The study implied that using an emoji would help to enhance open rates, but I felt that it could come off as unprofessional and spammy.
I use the ActiveCampaign email platform alongside Shopify, and I actually integrate the two together to maximize customer communication. ActiveCampaign allows users to run many A/B tests so they can see what jives with their target audience. When the results were in, I had to admit that I was wrong because the emails with an emoji in the subject received a 25% higher open rate. It's safe to say that I've been pretty liberal with my emoji keyboard ever since, and I've noticed a spike in conversion rates, too .
Stephanie Venn-Watson, fatty15
A/B Testing on Social Media
Like paid ads, you can test your organic content on social to improve engagement. The heading, copy, images, and CTA can all be A/B tested.
When doing this manually, stagger the release of your posts to have a reasonable gap which will allow you to gather meaningful data.
Or you can use scheduling tools like Later, Buffer, or MeetEdgar to automate the publishing.
Ecommerce A/B Testing Pitfalls to Avoid
Our need for instant gratification also seeps into A/B testing. Jon Ivanco, Co-founder of Formtoro, believes most A/B testing is reactionary:
Brands want a quick fix that's cost-effective; they hate the idea of investing in long-term outlooks and gains. The only time they look at these things is when things aren't going well .
There are “experts” that are anything but experts, bad advice presented as best practices, and experiments designed to pick the low-hanging fruit.
Ivanco instead recommends getting the basics right:
– All tests to landing pages – All tests from specific audiences – Test one variable at a time – Don't test unless you have a clearly articulated hypothesis and you can learn from if something goes right or if it fails – Do all tests from the perspective of the customer journey – Small things are part of a larger chain, try to isolate things as much as you can one step at a time
Give Privacy a Thought
No one wants to become a lab rat inadvertently.
The backlash to Facebook 2014's emotional contagion study is proof. Even Apple's privacy updates signal that users care about their privacy and don't want to be manipulated into buying products.
Laws around privacy—existing and upcoming—will continue to evolve. Each time a significant change is brought about, it will hurt your business unless you start thinking user-first and bake ethical A/B testing into your strategy.
So what does that mean for you?
Take data privacy seriously when collecting data
Rule out manipulative tactics
Store and process data securely
Respect user consent and allow them to opt-out of experiments
Do that and you will future-proof your A/B testing and build a better relationship with your audience.
