A/B Split Testing: How to use the right test progression to get customer discoveries and results

Tweet Throughout the year, I talk to a lot of people who do A/B and multivariate testing to increase conversion rates. Even in very large companies with well-known brands, it’s not uncommon to hear stories of many tests without a lot of lifts.  Often, when they first started testing, there were easy wins. Now, not so much. These companies have all the tools necessary to test but lack one or more key ingredients necessary for sustained success.  In this blog post, I will share one of those key ingredients: testing progression.   What to do after you’ve plucked the low-hanging fruit Getting great results is not easy to sustain. There are many factors that go into successful test strategies, starting with having a product or service with a compelling value proposition. All the strategy and tactics in the world will not prop up mediocre products and services. If you do have a great product or service, the right approach to conversion rate optimization will help you realize the full potential of your solutions, especially after you have capitalized on the “low-hanging fruit” leadership is forever hungry for. The best testing strategies are not a collection of random, disconnected tests. They are also not the product of blindly copying what your competitors do.  Rather, tests build on each other, ideally in a series of logical “if-then“ statements. For example, the below flowchart shows a series of “if-then” statements that can be filled in based on the cost per acquisition (CPA) test results.    There…
Source: Marketing Experiments
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