What is a/b test? A/B testing, that is, the page you are designing has two versions (A and B), A is the current design, and B is a new design. Compare the two versions of the data you care about (conversion rate, performance, bounce rate, etc.) and finally choose the best version. A/B testing is not a fashionable noun. Now many experienced marketing and design workers use it to get visitor behavior information to improve conversion rates. This is a very effective way, and because of the development of various analytical tools, testing costs are also getting lower, so many e-commerce sites will be used. But most people have only a basic understanding of A/B testing, how to maximize its effect? This article provides 19 recommendations. 1, reduce friction page friction is the user in the process of web browsing encountered some obstacles, will reduce the conversion rate. Page friction is usually caused by three reasons: Information Bar-------------------------site map too complex long page--too long page will grind down the user's patience. The best state is a "not in the field" state, just like a human body, you do not remember the existence of the body when there is no pain. The user is flowing smoothly, all the steps are logical, this is the best experience.  2, information input anxiety some users do not want to enter too much information, because not sure to lose so much information will be due to the feedback (some people fill in a big push information after getting an ad mail, such things, will produce a feeling of being pits). The more information you need to fill out, the higher your churn rate will be. But if users are well aware of what their efforts might give back, they will be happy to follow the directions of the Web page and take steps to fill in those forms. 3, clear the purpose of each page sometimes "clear goals" is more important than anything, and you can omit a lot of unnecessary steps by answering the following 3 questions |: What is this page? Let the user know clearly which step he is in; what can I do here? Let the user see this page at a glance to show what; why am I on this page? To visualize the core strengths. The user does not need to think about what can be done on this page, and naturally does not need to think about why to stay on this page. Users are lazy, and once he doesn't understand what page he can do, he may turn off the page right away. 4, listening to the needs of users of a consumer-to-market site, it is best to find the B and C, listen to their respective needs, ask them to ask each other. Ask the user to try the website and observe their habits, which is always a benefit. Finally, leave C alone, ask them to talk about deeper opinions, how they interact with the site, what functions are good, what is superfluous, and so on. 5, pricing is a critical issue for e-commerce websites. Consumers in addition to concern about the number, but also care about the value, in addition to the numbers, but also in the copy, picture above work. A perfectPricing isn't just about cheap, it's about letting consumers think he's taking advantage. 6, try to raise prices do not take for granted that the price will certainly increase sales, on the contrary, the high price is not equal to less sales. Some consumers see the price of cheap goods will be too lazy to see, because feel "cheap not good goods", in fact, the quality of the goods is also good-so the price to hold a penny-a-penny principle. In addition, it is possible to try a small fare increase. For example, add 2% at a time to see how the sales, in the consumer's range and add another 2%, small price increases will not let users think you are on the wild speculations. 7, testing social factors many products have a single click to share the functionality of social networking sites. But have e-commerce really investigated whether these features will boost or suppress sales? I've seen a very interesting research report: a page that says it's a acne product that reduces sales by 25% because of the sharing feature. After all, some sensitive consumer of goods is unwilling to share it with others (imagine if someone buys Durex or something, you want him to share it with Facebook). 8, put the ad bit down a little bit. Common sense may tell you that the higher the ad position, the more conspicuous it will bring more traffic to the target page-but the a\b test is often a measure of what is common sense. You've spent a certain amount of money to get a good position in the ad, which has boosted your sales by 50%, but it's actually not worth the cost you spend on advertising. You'll know the input-output ratio if you count it a little. The report tells us that even if you think of something common sense, you might as well do a a\b test. 9, testing every "golden rule" tells you to test common sense things, and this one adds: testing looks like a golden rule. The golden rule is gold, also because after countless tests (then do not care to test multiple times again), such as the title of the party will let customers have doubts about your credibility, this is a golden rule. However, the extraordinary time can be used in some very method, if the sales results are always less than expected, then you can also go to the test is not a gold standard out of the question.  10, using some tools if you need to find the cause of the data changes and do not want to spend too much time, you can use some third-party tools, such as silverback, can help you record the user's actions on the page and give valid data. 11, always remember to support the conversion rate of "three feet" correlation: Does your landing page meet the user's expectations? Can you maintain the consistency of this style? Value: Can you meet the value expectations of users? Stress: Do users know what they want to do? Does the user know how to do it? 12, try different Words small page adjustment will change the conversion rate, the small change of words can also lead to different results. For example, "Join NoW "and" Buy Now "which is more stimulating the user's desire to buy? Test it. Similarly, the transformation of the text style on the entire Web page can also result in different effects. 13, a page that only shows a page with the highest rate of information conversion has a common feature: a page focused on displaying a message, do not let your users feel confused, let them look at a glance to know what to do.  14, test which property is the most attractive product has countless attributes, price, color, material, origin, and so on, which one of the attributes of the user constitute the most deadly attraction? Try one by one. Again, don't take it for granted that the consumer decides which one they want to see most in the title, and you have to test it.  15, even small metamorphosis of the details are not spared the Lok Yi Test education tested two music easy domain name of www. Leyikao.com and Www.leyikao.com, just the first letter of the case, the result is surprising: the capitalization of that click-through rate is 53% higher than the lower case! This event shows that sometimes the small details you don't see can have very different consequences. 16, perfect? No! Some people want to make "perfect" landing page, but I want to tell you that there is no perfect page, the essence of a\b test is to make every test result is better than last time. What does the slogan say? There is no best, only better.  17, looking for lower-cost test methods a\b test is not to let you use the latest technology, the latest software or algorithms, most of the time a prototype on paper or wireframe 5 seconds of testing can help you find the direction. Make good use of simple, inexpensive test methods. 18, wait until the test completed countless times above to emphasize not to take it for granted, before the test is not over, all the data may be one-sided, do not want to use part of the results to replace all. The essence of 19, the constant test of a\b testing is: Never be satisfied with the results, there is always a better solution. A a\b test might improve the conversion rate by 50% or even better, but that doesn't mean the top. Life is endless, testing is not the only.
Talk about the AB test method in website testing
