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Friday, Apr. 29, 2005 at 12:34 pm

How to Improve A/B Testing

By Bryan Eisenberg
April 29th, 2005

A/B testing is a proven means to increase conversion rate. It’s not as simple as it appears. It’s more than simply testing two or more versions of Web pages, banners, search ads, or whatever persuasive element you can imagine. It also has limitations.

A/B testing, unlike the intuitive creative process, must be treated like a true scientific experiment. Many clients come to us frustrated by the results of their tests. Almost without fail, we discover their tests don’t conform to experiment design. Most just have two versions of an element at the wall to see what sticks.

Unless you’re one of those learn-the-hard-way types, benefit from our experience. Here’s what we’ve learned from seven years of trial and error.

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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