30 reasons to use A/B split testing for conversion optimization

2 min. read | Last updated: October 15th, 2015

Why A/B Split Test?

Last week, I posted Pros & Cons of A/B Split Testing vs. Multivariate Testing.

In case you need some more reasons to get started right now, here are 30 reasons you should start using A/B Testing for Conversion Optimization:

  1. Conversion Rate Optimization does not exist without controlled, statistically valid testing
  2. A/B testing finds out how people actually act rather than just the way they think they will, which is all you get from focus groups, user testing and usability testing
  3. A/B testing confirms or disproves the hypotheses gathered from eyetracking, click heatmaps, surveys and all other qualitative data gathering
  4. A/B testing is quantitative and the probability of error is known (and when was the last time your other marketing tactics told you that?!)
  5. A/B testing allows for testing Radical Redesign variations, which can be a great starting-point for most landing pages and site templates
  6. You can test different layouts of site-wide page templates on dynamic, CMS-driven pages with A/B testing (see example)
  7. A/B testing usually delivers more dramatic conversion rate improvements than possible with Multivariate testing (MVT)
  8. A/B/n testing is not limited to just two variations
  9. A/B testing allows you to isolate individual hypotheses to build your “best practices” Playbook
  10. You can’t imagine how bad your web pages and site templates really are until you start A/B testing them
  11. A/B testing allows entirely different messaging approaches that can lead to strategic marketing insights
  12. Insights from A/B testing can be used to improve your other online and offline marketing messages
  13. You can track multi-channel conversions with A/B testing including online lead generation, affiliate revenue, e-commerce, and phone call conversion optimization
  14. A/B testing allows for easier in-depth analytics than MVT so you can develop further test hypotheses for follow-up test rounds
  15. A/B testing allows alternative conversion funnel tests
  16. A/B testing allows condensing and expanding multi-step forms
  17. A/B testing can be used for landing page optimization, website conversion optimization, email testing, and Evolutionary Site Redesign (ESR)
  18. A/B testing can be used to run a customized MVT test using any test design
  19. A/B testing allows you to isolate only interesting potential interaction effects without wasting traffic on the inconsequential
  20. A/B testing will not limit your test design options like MVT does
  21. A/B testing gets results faster than any other method while MVT is greedy for traffic
  22. A/B testing does not tempt you to end the test before statistical confidence has been achieved as much as MVT
  23. You can easily prune under-performing variations in A/B testing without re-starting the Test Round
  24. A/B testing is easy to spell
  25. A/B tests can quickly be re-run and confirmed for extra assurance
  26. A/B testing results make both the CMO and the CFO happy
  27. The business results from A/B testing look great on your resumé
  28. A/B testing allows you to test your Marketing Strategy and core Value Proposition
  29. WiderFunnel guarantees your results from A/B testing (and Multivariate too, of course)
  30. A/B testing is fun!

If you need help getting started with A/B Split Testing in your company, you should call WiderFunnel. Even if you are building an internal testing team, we offer Knowledge Transfer programs to get your team fully staffed and coached to deliver results. Call +1 604-800-6450.


Chris Goward

Founder & CEO

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