What are AB tests and how can they help you?

What are AB tests?

AB tests are experiments that compare two variations of a page or element to see which one has a better effect on conversions. Variant A is considered the control, while variant B is the test. The goal is to see which variant generates better results such as increased sales, higher conversion rates, or other key performance indicators.

How does it work?

The AB testing process usually starts by selecting a specific element to test, for example a widget with shipping information placed in the product description. We then create two different versions of this page: version A, which includes the original element, and version B, which includes the new element (with the widget). We then randomly divide site visitors between the two versions and observe which version performs better.

AB testing and increasing conversions

AB testing can be a very effective tool for increasing conversions and purchase success rates. Imagine you are running an online store and want to see if certain widgets can increase sales. With an AB test, you can easily compare the original version of the page with a new version containing the widgets.

If you find that version B (with widgets) has a significantly higher conversion rate and purchase success rate than version A, you have clear evidence that widgets have a positive effect on customers and their purchasing decisions. This allows you to optimize your site content and design based on real data and achieve better results.

Example of success from practice

With Pobo Page Builder we have already performed several AB tests with very interesting results. For example, for the H2O-cool.cz e-shop we ran an AB test where in group B we made the descriptions clearer by adding widgets such as shipping method, speed of shipping and options to contact the seller. As a result, the number of completed orders increased by 21%.

But even minor adjustments can have a big impact. For example, at Daka.cz e-shop, we conducted an AB test in a relatively short time, in which we added information about custom shipping and options for contacting the seller to Group B. The e-shop subsequently saw a +9% increase in completed orders.

Without testing, it is impossible to determine with certainty exactly what works and what does not. AB testing is an essential element of online business that helps us make decisions based on data, not assumptions. This practice not only reveals successful strategies, but also proves that even small changes can have a major impact. AB testing thus represents a key direction for the future of e-commerce.

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