Running a Successful A/B Test
Now that you've created your first A/B Test, let's go over how you can set up your testing parameters, monitor performance between your Variants, and end testing when you've found the best Variant for gaining the most conversions.
In a Test using two different Variants, each will have a 50% chance of being shown by default. If you want to adjust how much each is weighted against your incoming site traffic, you can change the sliders under the % of Traffic column in the Tests Dashboard:
The Tests Dashboard is also where you can see a breakdown of different stats to gauge how your Test is performing.
- Views - This is the number of times each Form was viewed.
- Conversions - This is the number of times each Form converted (i.e., when an email is submitted or a Call to Action is clicked).
- Conversion Rate - This is the percentage of Forms viewed that resulted in conversions.
Very important! Statistical Significance shows how accurate the results of your Test are. You shouldn't end a test with lower than 95% Statistical Significance in order to make sure that the results are useful.
Baseline is the base Form you're testing against the Variants. Each Variant will show a percentage compared to the baseline's performance.
Once your test has been running for a while and you're confident in the results (remember, wait until you have 95%+ Statistical Significance!), it's time to select a winner.
Open up the Tests view and click the Use This button next to the Form you want to select as the winner of the Test.
**Note: Be careful! Once you select a winner, all other Forms in the Test will be lost and the winner will replace the Baseline Form!
If you want to keep one of the lower-performing Variants in one of your tests, you need to make a copy it as a Form in order to preserve it. To do that, select the option Copy as Form from the dropdown menu next to it.
Next step: Viewing List Builder Stats