What is A/B testing and why should I do it?

71% of companies run two or more A/B tests a month. And when you look at the benefits, it’s not hard to see why that number is so high. While your gut feeling works great for some areas of life, your credit union website usually isn’t one of them. You’ll be much better off putting it to some honest tests.

What is A/B testing?

A/B testing is often referred to as split testing, because it involves showing different versions of a web page to visitors to determine which performs best. One version is the current site experience, and the other has some sort of modification.

For example, one version of your Auto Loans page might have a custom photo, whereas the other features a cheesy stock photo. Half your website traffic sees the original page (known as the control), and the other half sees the revised page (known as the variant). Then, the test measures visitor engagement on both versions, such as the number of people who started loan applications. Knowing which page does better statistically can help you make decisions for your website that increase conversions.

 

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