A/B Testing – Identify Goals


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The next step is to set your conversion goals. Find the metrics that determine whether or not the variation is more successful than the original version. Goals come from your business objectives, so as an example, if you have to increase the sale of clothes in terms of objectives, it can be as −

  • Clear product images.
  • Increase site visit rates.
  • Reduce shopping cart drop rate.

Next is to define metrics that meet your business goals. A metric becomes a KPI (Key Performance Indicator) only when it is measuring something connected to your objectives.

Example 1

Your Cloth store’s business goal is to sell clothes, so the KPI of this business goal could be the number of clothes sold online. You need to have your business objectives clearly defined otherwise you will not be able to identify your KPI’s. If you set the KPIs correctly and measure them periodically, you will keep your strategy on track to create variations and perform A/B Testing. Next is to find the target metrics for your business goals.

Example 2

Your cloth store sold 100 products last week. Is this OK or bad? For your KPIs to mean something for you, they need target metrics. Define a target for every KPI that is important to you. Once you define business goals and target metrics then you have a framework, which will help to determine if the work you will be doing is relevant to your business goals or not.

A/B Testing – Generate Hypothesis

After identifying your business goals, the next step is to generate A/B Testing ideas and hypothesis for why you think they will be better than the current version. Create a list of all hypothesis that you think you can create, prioritize all variations in terms of the expected impact and how to implement them using various tools.

Example

You can reduce the bounce rate by adding more images at the bottom. You can add links of various social sites to increase the conversion rate as well.



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