Impact of A/b testing software and personalization in transforming Businesses
As majority of the world uses technology to purchase or sell products, websites have become an essential mode of conducting business. Companies today rely on their websites for maintaining their business. Using a website to improve your conversion rate can be a difficult task if you are not up-to-date with the best ways to optimize it. A number of tools have been developed and are being used to improve a website’s conversion rates by measuring and comparing various factors. Two such concepts are website personalization and A/B testing.
What is meant by website personalization?
Website personalization is a method of customizing a website to suit its visitors’ individual desires and needs. It is done through the use of customer data which comprises the customers’ activity on the website, and location among many others. The concept of website personalization stems from consumers’ expectations of having a personal digital experience. Since businesses have taken on a customer-centric approach, they take this consumer expectation of having a personalized website experience into consideration. Website personalization can be used by different types of companies based on what they sell. Companies today mostly employ rule-based personalization, that is, personalizing the website experience for the visitors based on their profile. If the visitor fits a certain profile then the website shown to him/her will complement that profile. Personalization can also be offered to mobile versus desktop users visiting the website; the web page should be such that it is easy to navigate based on the device being used.
What is A/B testing?
A/B testing, also called split testing or bucket testing, is a method used to compare the performance of two versions of a web page or app to find out which one has better performance. In A/B testing, two variants of a web page are shown to users at random, following which statistical tools are used to find out which web page performed better. The criterion for measuring the performance is the conversion rate achieved by each web page. The modification between the two web pages could be a redesign of a button, headline, or the entire page.
In order to run a split test, certain steps must be followed. These steps are as follows:
- Collecting data: The first step is to collect data such as the web pages which have the highest traffic, and those pages which have low conversion rates.
- Identifying goals: You must identify your conversion rate goals, which are the metrics used to determine whether the variation is successful or not, as compared to the original web page.
- Generating hypotheses: After the goals have been set, you must formulate your hypotheses which suggest why the variation will be better than the original web page.
- Creating variations: A/B testing software programmes can be used to create variations of a web page. You may change the positioning of elements, the colour of a button, or the whole page.
- Performing the experiment: Once you have created the variation, it is ready to be tested upon. Visitors are randomly assigned either the original page or its variation, following which the response is measured and compared.
- Analyzing the results: After the completion of the experiment, your A/B testing software will provide you with data that helps you understand the performance of both the web pages.
How personalization and A/B testing can work together to transform business
Personalization is not the ultimate solution to increase the conversion rate offered by your website. It needs to be done in the right manner in order to be effective. Personalization and A/B testing are both helpful in increasing the conversion rates. Combining the use of both these tools can help a business achieve better results than the ones obtained by implementing both the tools individually.
A/B testing gives an outcome which is based on the average users. It provides the middle ground, leaving a number of users who leave the website without purchasing anything. In order to improve your conversion levels by a large margin, it is necessary that every visitor’s experience is enhanced. Visitor experience can be boosted by using every visitor’s unique behaviour and needs. Personalization plays an important role in such a situation. When you want the experience of each visitor to be different, you show them a web page customized to suit their needs.
Both A/B testing and personalization can be used in sync with one another through the implementation of the changes measured using the test. Suppose a brand decides to run a split test with some of its visitors seeing one modification of an element, and some others seeing another modification. The results show that the 60% of the visitors like the first modification, and 40% like the second modification of the element. If the brand makes use of that modification of the element liked by the 60% majority, it stands to lose the other 40% of its website’s visitors. The solution to preventing this loss of visitors is website personalization.
The key to finding out what every user prefers is making use of customer data, which is possible with the help of many software programmes today. In the above situation, if the results of the split test are taken into account and each visitor is shown that modification of the element which is liked by him/her, then the conversion rate will go up. Further A/B testing on this personalization can assist in the improvement of the conversion rates. The personalized page must further be tested upon by making continual changes and seeing the result of the change. In this form of testing, you may test the personalized page versus the non-personalized page, or present personalization in different ways. The content presented may be different, or the way an element looks may be different.
It is important to keep in mind that there should be optimum level of testing and personalization done. Going overboard with either of them could prove to be counterproductive. The impact should be measurable, and to ensure that this is possible, there should be small changes made over time. Businesses should also keep in mind that A/B testing and personalization are both continuous processes. The reason for this is that there is a constant change in trends, preferences, and dislikes of customers. To ensure that the tools being utilized by the business are effective, businesses should stay updated with the latest trends and needs of the audience. Implementing A/B testing and personalization in combination should definitely be considered by businesses for successful conversion rates and better profitability.