A/B Testing - Identify Goals



The next step is to set your conversion goals. Discover the metrics that decide whether or not the variation is more successful than the original version. Goals come from your business objectives, so as an example, if you have to increase the sale of garments in terms of objectives, it can be as −

  • Clear product images.
  • Increase site visit rates.
  • Reduce shopping cart drop rate.

Next is to characterize metrics that meet your business objectives. A metric becomes a KPI (Key Performance Indicator) only when it is measuring something associated to your objectives.

Example 1

Your Garment store’s business goal is to sell garments, so the KPI of this business objective could be the number of garments sold on the web. You need to have your business objectives clearly defined otherwise you won't able to identify your KPI’s. If you set the KPIs correctly and measure them periodically, you will keep your strategy on track to create variations and perform A/B Testing. Next is to discover the target metrics for your business objectives.

Example 2

Your cloth store sold 100 products last week. Is this OK or bad? For your KPIs to mean something for you, they need target metrics. Define a target for each KPI that is essential to you. Once you define business goals and target metrics then you have a framework, which will assist to determine if the work you will be doing is relevant to your business objectives or not.

A/B Testing – Generate Hypothesis

After identifying your business goals, the next step is to generate A/B Testing ideas and hypothesis for why you think they will be superior than the current version. Create a list of all hypothesis that you think you can create, prioritize all variations in terms of the expected impact and how to implement them utilizing different tools.

Example

You can decrease the bounce rate by adding more pictures at the bottom. You can add links of different social sites to increase the conversion rate also.





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