A/B Testing: Why You Need It And The Tools That Can Help

A-B-testing-why-you-need-it-and-the-tools-that-can-helpTaking risks and trying new things is essential in every aspect of life, and business is no exception. Unfortunately, it’s a bit more difficult to be free spirited and go with the flow when it comes to making decisions in business. You can’t blindly take a path that you think might work. You have to think about the risk you’re going to take, weigh the things that could go wrong, and then test it. Starting with a control and then tweaking something to see the changes in your analytics is known as A/B testing.

A/B testing is not a new strategy. In fact, many companies have been performing simple A/B tests without even realizing it. There are a few basic rules to A/B testing:

  • Only test one variable at a time. This will ensure that you know what is causing any type of change that you see.
  • Make sure that your variable and control tests are completed at the same time (same day of the week, some time of the day, etc.).
  • Understand what results you want to see come from your A/B test. This takes planning and prediction

Once you really understand what you want to accomplish and you are prepared to follow some of the basic rules listed above, it’s time for the hard part—the data. Sometimes larger websites have hundreds of different pages to test, and even smaller companies might want to complete a large test or bunch of smaller tests. This means you will have a lot of data to analyze and keep organized, which is where A/B software comes into play.

Top 5 A/B Testing Tools and Software for the Small Business

  • Google Website Optimizer

The majority of Google tools work great when you’re trying to analyze Google data, and their A/B testing software is no different. This tool offers the most basic to the most advanced testing, and it’s all for free. All you need to do to get started is create three different variations of your website (or whatever it is you’re testing).  You create one page as your control, one page with your variable, and then one page with the outcome you hope to find, or your conversion page. Once JavaScript is installed, you can run your A/B test.

Omniture is also a software that has been out for quite some time and has remained a top choice for many businesses. The software is actually called Adobe Test & Target, and it helps you personally create tests visually, segment for better targeting, and build visitor profiles automatically. It’s a great tool for campaign management and learning the ins and outs of your data.

This is one of the most popular A/B testing software because it is easy to use and doesn’t involve any type of coding. All you need to do is copy and paste your information and then you’re ready to run your tests. You can test it out on their company website to see just how easy it really is. However, there is one downside: The tool costs between $17 per month and $359 per month. Still, they do offer a free trial if you’re interested in trying it out before singing any sort of contract.

Unbounce has been a solid company for many years. You can tell that they really know their stuff and are happy to education their audience. The main focus on unbounce is landing pages and optimizing a site for conversion, so if this aligns with your goals this would be a great choice for your software. It doesn’t involve much coding, so it’s easy to use. This software costs anywhere from $50 to $500 per month, but you do have the option of trying to software 30 days for free.

This software does involve a bit of coding (just like the Google Website Optimizer), but it does offer quite a few features such as behavioral targeting data, multivariate testing, usability testing, revenue tracking, and of course A/B testing. This software costs anywhere from $49 to $249 per month, but you do have the option of a free 30 day trial.

Have you used any great A/B testing software? Have you used any software that you weren’t happy with? Let us know in the comments below!

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