Products

Experimentation

Learn more

Feature Flagging

Learn more

Key features

Warehouse Native

Artificial Intelligence

RESOURCES

FEATURED CASE STUDY

Turning AI hype into tangible business value through experimentation

Learn more

Blog

A/B Testing

How to Use CRO and A/B Testing Effectively

Learn how to harness the power of CRO and A/B testing to drive higher conversions, improve user experience, and achieve your marketing goals.

Ryan Lucht

Before joining Eppo, Ryan spent 6 years in the experimentation space consulting for companies like Clorox, Braintree, Yami, and DoorDash.

Looking to boost your conversions, keep customers satisfied, and boost your revenue?

We’re firm believers that the key to achieving these goals is through experimentation.

Understanding the link between conversion rate optimization (CRO) and A/B testing and how to incorporate it into your overall marketing plan is vital if you want your key business metrics to keep growing.

This blog post's goal is to arm you with the necessary knowledge to start using these strategies confidently.

We’ll cover:

An overview of A/B testing as an experimentation tool
An explanation of what CRO is and how it’s connected to A/B testing
How to plan effective A/B testing
Best practices for A/B testing
How to implement CRO strategies
Integrating CRO and A/B testing into your marketing strategy
Common pitfalls to avoid in CRO and A/B testing

Let’s jump right into it.

What is A/B testing?

A/B testing is a method used to compare two versions of a webpage or app to figure out which one performs better. It's like a friendly competition between two variations, where the winner is the one that achieves your specific goal more effectively.

This goal could be anything from getting more people to click a button, sign up for a newsletter, or buy a product.

What can you test in A/B testing?

A/B testing isn't just about big changes. It can be used to test even the smallest details, and those small details can sometimes have a big impact. Here are some common elements you can test:

Calls-to-action (CTAs): The wording, color, size, or placement of buttons can all affect how many people click on them.
Images: The type of image, its size, or its placement can influence how engaging a page is.
Layout and design: The overall structure of a page, the colors used, and how information is presented can affect user behavior.
Headlines and text: The words you choose and how you arrange them can significantly impact how people understand and react to your message.

By testing these elements (and many others), you can gain valuable insights into what resonates best with your audience, allowing you to refine your website or app for maximum effectiveness.

What is CRO?

Conversion rate optimization (CRO) is the process of increasing the percentage of users who perform a desired action on a website. This action could be anything from filling out a form, signing up for a newsletter, or making a purchase.

The relationship between A/B testing and CRO

A/B testing is an essential tool in the CRO toolkit. It allows you to test different versions of your website and see which one performs better. The data can then be used to make informed decisions about improving your website's conversion rate.

Here are some of the reasons why A/B testing is so important for CRO:

It allows you to test hypotheses: A/B testing allows you to test your assumptions about what will improve conversions. This can save you time and money by preventing you from making changes that don't actually work.
It provides statistically significant results: A/B testing can tell you with a high degree of certainty whether or not a change is impacting conversions. This can help you avoid making decisions based on gut feelings or intuition.
It is a continuous process: CRO is an ongoing process, and A/B testing allows you to continuously test and improve your website. This can help you to stay ahead of the competition and achieve your business goals.

How to plan an effective A/B testing strategy

Set clear goals

Before you start changing anything, you need to know what you're aiming for. What do you want to achieve with your A/B tests? Do you want to increase the number of people who sign up for your service? Or maybe boost the percentage of visitors who make a purchase?

Defining your goals helps you focus your efforts and measure success. It's like setting a destination before you start a road trip — without it, you'll just be driving around aimlessly.

Develop data-driven hypotheses

Once you have your goals, it's time to figure out what changes might help you reach them. This is where hypotheses come in. A hypothesis is a testable statement about how a change to your website or app might affect user behavior.

But don't just rely on your gut feeling here. Look at your website data. What are people already doing on your site? Where are they dropping off? What pages are most popular? These insights can help you develop hypotheses that are more likely to lead to positive results.

Design your tests

Now it's time to design your A/B tests. This means showing your users two versions of the page or element you want to test: The original (the control) and the modified version (the variation). The changes you make should be directly related to your hypothesis.

For example, if your hypothesis is that changing the color of a button will increase clicks, then your variation should only differ from the control in the button color.

Make sure your test is designed in a way that allows you to clearly measure the impact of the change. This means choosing the right metrics to track and ensuring that your testing platform can accurately collect data.

What are some A/B testing best practices?

To get the most out of your A/B tests, follow these best practices:

Get to know your specific audience: Make sure you're showing your test variations to the right people. For instance, if you're testing a change that's only relevant to new customers, don't include returning customers in your test.
Give It time and let your test run long enough: A/B tests need time to collect enough data for the results to be trustworthy. Ending a test too early might give you misleading results. You should also ensure your sample size is big enough.
Keep things fair and balanced: Make sure everything outside of what you're testing stays the same for both versions. This means things like the time of day the test runs, the devices people are using, and any other factors that could influence the results.

How to implement CRO strategies

Rather than a one-time fix, CRO strategies are about continuously making your website work better for your visitors. Here's how to put those strategies into action:

Tap into the minds of your users: Talk to your customers, send out surveys, or use feedback tools to understand what's stopping them from taking action. Maybe your checkout process is too complicated, or perhaps your calls to action aren't clear.
Follow the clues with analytics: Tools like Google Analytics should be in your arsenal. They show you how people move through your website, where they get stuck, and when they leave. By studying this data, you can spot patterns in areas that need improvement.
Make testing a regular practice: CRO is an ongoing journey, not a destination. Keep testing, measuring, and refining your website based on what you learn. As your audience changes, so should your website.

How to integrate A/B testing and CRO into your marketing strategy

A/B testing and CRO can make your entire marketing strategy more effective. Here's a step-by-step guide on how to make it happen:

Step 1: Extend successful elements beyond just your website

If a particular headline, call to action, or design element performs exceptionally well in your website tests, don't hesitate to incorporate those winning elements into other marketing channels.

For example, a compelling headline that increases click-through rates on your landing page could also be used in email marketing campaigns or social media ads.

Maintaining consistency across different platforms reinforces your brand message and increases the chances of resonating with your audience.

Step 2: Segment and target with precision

A/B testing can reveal valuable insights into how different segments of your audience respond to various messages or offers. Analyze the data to identify which variations resonate best with specific demographics, interests, or behaviors.

For instance, you might discover that a particular product description appeals more to younger audiences, while a different version is more effective with older demographics.

Armed with this knowledge, you can tailor your marketing campaigns to address the specific needs and preferences of each user base segment.

Step 3: Make continuous improvement a habit

You should treat CRO and A/B testing as ongoing processes that require continuous testing, measurement, and optimization. The B2C landscape is constantly evolving, and so are the things that make audiences click with certain solutions.

By regularly conducting A/B tests, you can stay ahead of the curve and adapt your marketing strategies to meet your customers' ever-changing needs.

Step 4: Connect the dots between testing and marketing

A/B testing data can provide valuable insights to inform other marketing decisions. For instance, if you find that a specific product description on your website leads to higher conversion rates, consider using similar language and messaging in your product advertisements.

This alignment between your website and other marketing channels creates a cohesive customer journey, reinforcing your brand message and increasing the likelihood of conversions.

Step 5: Align with broader marketing goals

Make certain that your A/B tests are aligned with your broader marketing objectives, whether it's increasing brand awareness, generating leads, or boosting sales.

Maintaining this alignment ensures that your optimization efforts contribute to the bigger picture and have a meaningful impact on your key business metrics.

Common mistakes in A/B testing and CRO

Testing too many elements at once

When multiple elements on a webpage are changed simultaneously during an A/B test, it becomes difficult to pinpoint which specific change is responsible for any observed differences in results. This can lead to inaccurate conclusions and wasted resources as you may implement changes that don't actually contribute to improvement.

Solution: Prioritize and test one element or a small group of closely related elements at a time. This focused approach allows you to clearly attribute any changes in performance to specific modifications, making your optimization efforts more effective.

Not waiting for statistical significance

Ending an A/B test prematurely, before reaching statistical significance, can lead to unreliable conclusions. Early positive results may be due to random chance rather than a genuine improvement caused by the tested variation.

Making decisions based on insufficient data can result in implementing changes that may not actually benefit your website or app.

Solution: Utilize A/B testing tools that calculate statistical significance. These tools help you determine when you have gathered enough data to make informed decisions with confidence. Waiting for statistical significance ensures that your findings are reliable and actionable.

Neglecting mobile optimization

With the increasing dominance of mobile devices, it's crucial to consider mobile optimization in your A/B testing and CRO strategies.

Ignoring mobile users can lead to skewed results as their behavior and preferences might differ significantly from desktop users. Failing to optimize for mobile can negatively impact the user experience and lead to missed conversion opportunities.

Solution: Always include mobile optimization in your testing strategy. Conduct separate A/B tests for both desktop and mobile versions of your website or app. This ensures that any changes you implement are effective and provide a positive experience across all devices.

Next steps

You should now have a clearer understanding of how A/B testing and CRO work together to optimize your website or app. But the real question is:

How can you implement these strategies effectively and ensure your results are reliable?

That's where a platform like Eppo comes in.

Eppo is a comprehensive experimentation platform designed to simplify and improve your A/B testing and CRO efforts.

Here's how Eppo helps:

Data-driven precision: Eppo integrates directly with your data warehouse, guaranteeing that your experiments are based on the most accurate and up-to-date data available. This eliminates the risk of unreliable results caused by external tools or outdated information.
User-friendly for all: Whether you're a seasoned data scientist or a non-technical marketer, Eppo's intuitive interface and streamlined workflows make it easy for anyone to run A/B tests and analyze results.
Advanced experimentation features: Eppo offers a range of features to empower your experimentation efforts, including sample size calculators to ensure statistically significant results, feature flagging for controlled rollouts, and advanced diagnostics to identify potential issues.

Book a Demo and Explore Eppo.