If your A/B tests are successful, confirm that the entire company is benefiting from them. It's possible to deviate from the ideal product roadmap and optimize for the wrong things in the absence of a strategy and a North Star metric, as was the case with Blockbuster, which became so dependent on late fees that it was unable to transition to streaming. Always ask why as you measure, and measure often.
Your tactical A/B testing strategy and your organization's overall A/B testing strategy are similar. You test to the funnel and validate iteratively with both. Consider the overall plan as a group of millions of A/B tests combined to form one enormous A/B testing strategy.
What is ab testing?
In analytics, A/B testing is about confirming your hypotheses. A group of recent users might enjoy reading longer articles than shorter ones. Is it, however, always true?
Does it apply to every user as well? A/B testing can be used to establish facts before turning your assumptions into team-wide rules. You can read our dedicated blog on What is A/B testing to get a more detailed idea.
How Brillmark help you to start your first campaign
Using platforms like Optimizely, VWO, Convert Experiences, AB tasty, Kameleoon, and many more, BrillMark's team of professional A/B test development experts has years of experience building A/B testing, Multivariate testing, Personalization experiments, revenue-increasing activities, and other complicated tests across any device (mobile, desktop, tablet).
Our areas of expertise are QA, programming, and A/B test design. Our expertise goes beyond the testing platform itself, and we take pride in our ability to write tests quickly while still being methodical.
To compare improvement plans with the control plan, we like to begin our process with an audit. Usually, the audit will be carried out by a CRO firm or your own staff. Although conducting audits is outside the purview of our regular work, our team members are qualified to help if any of the aforementioned options aren't an option. Our development team will take over and begin creating the tests as soon as the criteria for testing are established.
Choose the metrics to determine your A/B Testing success
By itself, A/B testing is strategic. Businesses can use it to lower uncertainty in their decision-making. You should decide what your desired outcome is before you begin your A/B test. Consider how you're going to encourage people to take the desired action if you want to see an increase in the number of online shoppers adding items to their carts.
This could be achieved by altering the shopping cart's call to action, altering the button's color, or including prompts to encourage users to add items to their cart. It is important to think about your ideal outcome and what you can test to get there when you define your A/B testing strategy.
Test Velocity
The quantity of tests your experimentation program conducts in a specific epoch, or year, is known as test velocity. Increasing this metric and only this metric would be easy, but ignorant. Testing shouldn't be done for the sake of testing. Deploy tests instead, supported by the data that you can see. As your program of experimentation progresses, this metric will rise.
Conversion rate
The number of experiments to reach statistical significance with a positive outcome out of all the experiments run in a given time period (i.e., per quarter) is known as the "Win Rate," or "Success Rate." This metric gives you information about the calibre and harmony of the concepts you're testing. A low rate suggests that your team is not dedicating enough time to research; a high rate indicates the opposite issue.
Active users
The number of users who regularly interact with your product is known as active users. Put simply, it measures overall user engagement based on how many people use your app.
You can track active users and filter by months or even user segments with Google Analytics and any other customer success tool like Userpilot. In terms of A/B testing, you can conduct studies to maximize user engagement by comparing new product versions to a control group and determining whether or not they significantly improve user engagement.
Average session duration
How long a website visitor stays logged into your app is measured by the average session duration. Depending on your app, it may show that users are becoming satisfied and having a good experience.
Increased session lengths during A/B testing may indicate a successful outcome if your product is optimized for it or if there is a crucial component that boosts its effectiveness. Therefore, it's a fantastic secondary metric to monitor in addition to customer satisfaction or conversion rates.
Events per session
As the name implies, events per session keep track of how many times a user interacts with your product during a session (clicks, tasks completed, etc.). And to measure it, you need a platform that has feature tagging.
When combined with a primary metric, a rise in events per session may indicate improved usability as this metric is intended to depict customer behaviour. As long as you didn't make any adjustments that unnecessarily increase the number of steps required to finish a task, that is.
Goal completion
The number of users who use your product to accomplish a particular milestone, like starting their first campaign or adding teammates, is known as goal completion.
You can optimize the number of users who reach the activation stage by, for example, A/B testing your in-app onboarding process with a tool like Userpilot. making it an excellent metric for SaaS companies to optimize user behavior.
Churn rate
Customer churn, as opposed to retention rates, is the rate at which users stop using a specific product or service or cancel their subscriptions. Additionally, it might be a sign of poor market fit and dissatisfied customers.
To compute it, split the total number of users you had at the beginning of the interest period by the total number of users you lost during the interest period. Next, multiply the outcome by 100.
Conclusion
Ultimately, the metrics that are most in line with your business objectives are the ones that come from AB testing.
You should constantly be searching for ways to make the product better. Thus, formulate your theories, carry out several experiments, and make the most evidence-based choices you can.
Also, schedule a demo call with our team to receive assistance if you're a product manager in need of conducting in-app A/B testing without the need for code!
Contact us if your testing program is prepared to advance or if you're not sure what to do when Google Optimize ends later this year. A/B testing and experimentation specialists at Brillmark can help you with the process of moving your testing program to a new testing platform that satisfies your requirements and stack configuration. When used properly, our suggested testing platforms can provide significant insights for your whole testing program. They can track win rate and testing velocity and enhance project oversight by providing comprehensive and user-friendly reporting features.
