How can you adjust your A/B tests so that the insights you gain help you forge a more successful path?
Judging what customers want is tricky business. Sure, measurements are important—but sometimes things work for reasons that are less quantifiable, and therefore more difficult to explain. The same is true for failures: You may feel that you’ve met customers’ needs and wants, but the results say otherwise. That is why A/B tests are so important!
The first step is to fully immerse yourself in the minds of your customers by using several internal setups. Some of these you might already have in place, but there may be tweaks you can make to transform it into a more streamlined, impactful process. Many companies often look to competitors to provide examples of successful A/B testing—and that works. But investigating strategies outside your normal wheelhouse is something that’s worthwhile to consider. You can find commonalities that your collaborators and team members may be able to use going forward. And even if you put every safeguard and test into place, know that some A/B testing may still fail—and that’s OK. Experimenting is good—as is taking risks that are planned and researched.
In addition, every A/B test should go through the same rigorous criteria, no matter what. Skipping any step can lead to results that aren’t reflective of what A/B testing actually discovered. By applying the same diligence, every time, you’ll create an institutional environment that best serves your business and your customers, and drives success each and every time.
Have a look a this infograph that guides you through the whole process for better A/B tests: