Sitefinity 10.2 added out-of-the-box A/B Testing functionality with the ability to setup, monitor and finalize experiments while measuring their success by utilizing customer journey analysis capabilities.
A/B testing is a part of a wider ecosystem of optimizing your website and increasing conversion rates. For example, website analytics may help you identify problems with visitors’ experience on your website. The case may be that bounce rates are high, or not enough visitors go your promotion page and leave their contacts. In combination with your business objectives and reasonable metrics, A/B testing is a key method to optimize conversion rates and make data-driven marketing decisions.
The general A/B testing workflow is as follows.
- Develop a hypothesis for your test.
The hypothesis basically states the reason you think a problem occurs. That is, what you are testing and to what forecasted result. Say the problem you identified is that you do not have enough leads to boost sales on your site. Your hypothesis may be that visitors cannot easily subscribe to your newsletter, so making subscription options more prominent by placement and size will enable visitors to complete the process more quickly and easily.
- Identify the goal you want your visitors to complete.
For example, on your DevMagazine site you want to increase the number of visitors that fill in a form to subscribe to your newsletter and thus increase engagement and collect contact details.
- Choose on the page you want to optimize.
For example, the Subscribe call-to-action button is situated on your Home page, so you are testing the original Home page against its variations.
- A/B test your hypothesis.
You design variations of your original Home page and run the test for an amount of time, relevant to your goal and page traffic.
- Measure results and analyze the data.
In Digital Experience Cloud, examine test results and, based on a combination of goal completion rate and statistical significance of results, pick a winner and variation that delivered the best performance, according to your needs.
A/B Testing Best Practices
Sitefinity training outlines for Content Editors and Marketers are updated to include extensive training on A/B testing.