Top 3 Tips to Bring Out the Best in Your A/B Tests

Ideas run a business. A company thrives on new product ideas, a website relies on new features being thought of. But how do you ensure that an idea is viable? Any idea for an existing business makes sense if your audience accepts and loves it. This is where market test methodology comes into play. Globally, over 77 percent of companies use test methodologies such as A/B testing to improve their websites.

What is A/B testing?

A/B testing is a market test methodology where you test your product with respect to a certain variable. You test the product acceptance in the market with the variable feature and then you test the market reaction to your product without the feature. This way, you understand the feasibility of including the feature, its importance in the long term, and the changes you need to implement to make it better.


A/B testing is often called Split testing because the test audience is split into two groups and then asked to use the product with or without the feature. This way, you can receive real-time customer feedback and decide if the feature adds real value to your product.

What is A/B testing in e-commerce?
For e-commerce websites, every new feature is meant to help the customer with their purchasing decision. A/B testing facilitates testing new features such as free shipping, colors, disguised ads, and CTA placements with a target audience group.


How does A/B testing work?

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While it is a fairly new testing methodology, A/B testing is pretty straightforward in its approach. Let’s discuss the basic steps involved in A/B testing in detail.

The first step to any successful market test methodology is research. Your research and find out everything you can about the features you need to test, the KPIs (Key Performance Indicators) you need to measure them against, and the current features your customers are having issues with.

Form a hypothesis
Once you understand your current performance stats, you can set a goal that you intend to achieve with the new set of features being tested. You can use the consumer data you collected to understand the gaps in your product and work towards developing features that your customers are expecting.

Create product variation
Since A/B testing is a split testing method, create a Plan B where you can test half your audience’s reaction without the new feature. This way, you can identify if the new feature set adds real value to your product.

Test with the target audience
Conducts the A/B test with half of the audience being exposed to your product with the new features. Gauge their reactions, understand their concerns, and take their feedback at every step.

Analyze results
Test your findings by comparing them to the goals/hypotheses you set for yourself. Iterate, improve, and continue the process till you find the perfect set of features to include in your live product.

Top 3 tips to run effective A/B tests

Undoubtedly, A/B tests improve the quality of user experience with your business. They improve user engagement, ensure better website content, and help reduce bounce rates. But how to ensure that you are optimizing your A/B tests and getting optimal results for your business? Let’s take a look at the top 3 tried and tested tips to run effective A/B tests.

Understand your customer needs

Customer interaction feedback is a major parameter to consider while running any business. If you are running an e-commerce business, and the most frequent rage clicks you see are near your search filter button, you need to test a few features that can improve your product categorization. Understanding the problematic areas in your website gives you a clear roadmap to follow.

Choose your primary goal

Understand the parameters you need to prioritize. Whether it is about the better visibility of your CTA button or just the better placement of your ads, your A/B testing process should start with that. You can get a clear idea of what is working and what is not by comparing your current performance with the expected results, once the tests are done.

Document your results

Once the tests are done, documenting the screen recordings, and user interaction process, and analyzing them makes your next steps a breeze. A/B testing is a continuous process, and documenting your findings and customer feedback does indeed help you optimize your tests over time and understand your customer journey better.

How can A/B testing help your business?

A/B testing is one of the most powerful and fast ways to improve an e-commerce business experience. It takes away the pain of not knowing whether your customers are at ease with the new features you intend to introduce. It also ensures that your customer journey maps are frictionless when it comes to user experience. 

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