A/B Testing Run Experiment - A/B Testing

What is A/B Testing – Run Experiment?

Once the variations are presented to the visitors, their actions are closely observed for every variation. Visitor interactions are monitored, measured and compared to decide how this variation performs.

Below are the commonly used tools to generate hypothesis and to run the variations -
  • Visual Website optimizer (VWO)
  • Google Content Experiments
  • Optimizely

Visual Website Optimizer

We have multiple A/B Testing tools that make use of point-and-click editor to create multiple variations of their web pages which doesn’t require any HTML knowledge. Using this tools, we can check which version produces maximum conversion rate or sales.

VWO split testing software is simple and easy to execute. You just need to copy paste the code snippet in your website and it can be made available to visitors. VWO provides an option of multivariate testing and consists of number of tools to conduct behavioral targeting, usability testing, heat maps, etc.

VWO has several features that make sure all your conversion rate optimization activities are covered by this tool.

Company provides a 30 days’ trial that can be downloaded free from − https://vwo.com/.

Trail Visual Website Optimizer

Key features of VWO are as below −

  • Testing and Experimentation
  • Visual Editor
  • Analysis and Reporting
  • Heat maps and Click maps
  • Platforms and Integrations
  • Key Features of VWO

   Working of VWO

How it works?

Optimizely which runs on your web page collects the data of site visitors, conversion rate and runs them on Stats Engine to decide which variation is a winner and which is a loser. After comparing the stats with target goals and set metrics, it helps us to make decisions about the variation to be applied to the website.

How it works

Google Content Experiments

It permits to create maximum of five variations of a web page and then load all these pages to Google Analytics to perform A/B Testing.

To begin with Google Analytics, you must have a Google Analytics account and a tracking code to be installed on your website. In case of not having an account, sign up using the below tool -http://www.google.com/analytics/

Adding tracking code directly to a website

To finish this process, you must have access to source code of your website. You should be confident in editing HTML. You should have a Google Analytics account and property already set up.

To set up tracking code into your webpage

  • Discover the tracking code snippet and sign in to your Google Analytics account, and select the Admin tab at the top.
  • Go to the ACCOUNT and PROPERTY tab, select the property you’re working with. Click on Tracking Info → Tracking Code. Image of where you find your tracking code in your Analytics account → Click to expand this image and see where these options appear in the interface.
  • You can find the tracking code snippet in a box with several lines of JavaScript in it. It starts with <script> and ends with </script>.
  • Tracking code consists of a unique ID that corresponds to each Google Analytics property. Do not mix up tracking code snippets from different properties, and don’t reuse the same tracking code snippet on multiple domains.
  • Copy the snippet code and paste into each web page you wish to track before the </head> tag.
  • Dynamically if you are generating pages using templates, you can paste the tracking code snippet into its own file and then include it in your page folder.

Verify if the tracking code is working

You can validate if the tracking code is working, by checking real time reports, also monitor visitor activity as it happens. We can observe the data in the reports once the tracking code is collecting the data.

Content Experiments

It is one of the fastest way to test web pages – homepage, landing pages, category pages and it need few code implementations.

Common features of Content Experiments are as below−

  • You should use original page script to run tests where the standard Google Analytics tracking code will be used to measure goals and variations.
  • Target goals that are defined on Google Analytics can be used as the experiment goal, including AdSense revenue.
  • The Google Analytics segment builder can be used to segment results based on any segmentation criteria.
  • It permits you to set tests that are expired after 3 months automatically to stop running of leaving tests, if they are unlikely to have a statistically significant winner.

How to use Content Experiments to create A/B Tests?

In the Behavior section and click on the Experiments link. It depicts you a table with the existing experiments. Click on the option “Create experiment” at the top of this table.

Enter → Name of the experiment, objective of the experiment, percentage of site traffic to take part, any mail notification for important changes, for distributing the traffic to all variations, set up time that experiment will run and also threshold values.

Content Experiments

URLs of the original page can be added and all variations that you want to create. Click on the next button. Upon selecting the implementation method, click on the next button -> Click on validation (If you have one code implemented it will validate. If there is no code, it will show an error message) → Start Experiment.

Confirm Experiment Start

After the experiment is completed, you will observe the below options -

  • Conversion Rate
  • Stop Experiment
  • Re-validate
  • Disable Variation
  • Segmentation − It permits you to see how every variation has conducted for each segment of visitors on your webpage.

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