Lesson 10 Flashcards
A testing process that considers the random elements of the website and conducts experiments on two or more variants of the website’s elements such as web page, page element, and others.
A/B testing
In an _, you take a webpage or app screen and modify it to create a second version of the same page. This change can be as simple as a single headline, button or be a complete redesign of the page.
A/B testing works
A/B testing allows_ to make careful changes to their user experiences while collecting data on the impact it makes.
individuals, teams and companies
More than just answering a one-off question or settling a disagreement, A/B testing can be used to continually improve a given experience or improve a single goal like _over time.
conversion rate optimization (CRO)
A _ company may want to improve their sales lead quality and volume from campaign landing pages.
B2B technology
Testing one change at a time helps them _ which changes had an effect on visitor behavior, and which ones did not
pinpoint
This method of introducing changes to a user experience also allows the experience to be optimized for a desired outcome and can make crucial steps in a _ more effective.
marketing campaign
By _, marketers can learn which versions attract more clicks.
testing ad copy
A/B testing can also be used by _ to demonstrate the impact of new features or changes to a user experience.
product developers and designers
A/B testing process
The following is an A/B testing framework you can use to start running tests:
Collect data
Identify goals
Generate test hypothesis
Create different variations
Run experiment
Wait for the test results
Analyze results
Use the experiment as a learning experience and generate new hypothesis that you can test.
Determine Conversion to Improve
Hypothesize Change
Identity the variables and create variations
Run Experiment
Measure Results
_ (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions or purchases.
Split testing
_ tools allow for variations to be targeted at specific groups of visitors, delivering a more tailored and personalized experience. The web experience of these visitors is improved through testing, as indicated by the increased likelihood that they will complete a certain action on the site.
Split testing
Within webpages, nearly every element can be changed for a split test. Marketers and web developers may try testing:
Visual elements
Text
Layout
Visitor flow
Pictures, videos and colors
Visual elements
Headlines, calls to action and descriptions
Text
How a website user gets from point A to B
Visitor flow
Arrangement and size of buttons, menus and forms
Layout
Some split testing best practices include:
Elimination
Focus on the call to action
Aim for the global maximum
Provide symmetric and consistent experiences
Fewer page elements create fewer distractions from the conversion goal
Elimination
Text resonates differently depending on the audience
Focus on the call to action
Test with the overarching goal of the website in mind, not the goals of individual pages
Aim for the global maximum
Make testing changes consistent throughout the visitor flow to improve conversions at every step of the process
Provide symmetric and consistent experiences
How To Analyze Usability Testing Results?
There are three main ways to analyze the results of a usability test:
- Looking at the quantitative data to learn what version won:
- Filtering through the feedback and comments:
- Finding errors users had in the test
