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Structure, Run, And Analyze An A/B Test On Your Website




  • Implement and manage A/B testing effectively across your business.
  • Achieve accurate and reliable test results to guide website improvements.


Ideal Outcome

  • Successful planning, execution, and analysis of A/B tests.
  • Clear understanding of whether the tested variant should be permanently implemented based on test data.


Prerequisites or Requirements

  • Google Optimize Setup: Google Optimize must be installed on your website. For setup guidance, see SOP 059 (web version).
  • Google Analytics Goals: Conversion goals should be set up in Google Analytics. Refer to SOP 021 (web version) for setup.


Why This Service Is Important

  • Data-Driven Decisions: Ensures website changes are made based on user behavior and real data, not assumptions.
  • Improved User Experience: Tests variations to discover what resonates best with your audience, leading to a better user experience.
  • Increased Conversion Rates: Identifies the most effective elements on your site, potentially increasing conversions and revenue.


When to Use This Service

  • When considering website changes or updates.
  • Prior to making final decisions on UI/UX design elements.
  • As a regular part of your website optimization and digital marketing strategy.


Process Overview

  • Hypothesis Formation:

    • Develop a clear hypothesis for what you believe will improve user experience or conversions.
  • Test Design:

    • Design the A/B test with a control (current version) and a variant (new version).
  • Implementation:

    • Set up the test in Google Optimize, ensuring accurate tracking and targeting.
  • Execution:

    • Run the test for a statistically significant period or until sufficient data is gathered.
  • Analysis and Reporting:

    • Analyze the results in Google Analytics and Google Optimize to see which version performed better.
  • Decision Making:

    • Make an informed decision on whether to implement the variant based on the test results.
  • Ongoing Testing:

    • Continuously plan new tests for different elements or pages on your site.