The A/B testing is a Solutions Architecture Sydney technique of offering several variants of the same object that differ in only one criterion (eg , the color of a package) in order to determine the version which gives the best results for consumers.
This technique is especially used in online communication where it is now possible to test a sample of several versions of a web page, a single e-mail or a banner to choose the one that is most effective for large-scale use. A/B testing is a generic term for any type of testing. When there is more traffic on a site, the more it is possible to test versions simultaneously.
Principle
A/B testing is used to evaluate the relative performance of one or more partially or completely different versions of the same page in comparison to the original version. The test involves to creating modified versions of the original page by altering many elements as you want or as traffic permits (content, overall appearance, presentation).
A/B testing allows to comparisons of two versions of pages to improve efficiency (optimize conversion rates, sales). The tests are performed using software often in SaaS (Software as a Service), which will ensure that both pages receive the same number of visitors and analyze the results.
Indeed, visitors are divided into two groups (hence the name A/B). One then follows the course of the two groups in real time, and watch which of the two gives the best result with respect to a given objective.
Through testing and more specifically multivariate testing, you can test an infinite number of combinations of elements on a web page to change the format, content or general appearance.
A concrete example of testing can be found in the Presidential Campaign of Barack Obama in 2008. The developers of the website of the campaign tested both different buttons, different images, and also tested the impact of videos instead of images.
In this experiment, four buttons and six media (three images and three videos) were combined with each other to obtain twenty-four different combinations to determine which allowed to obtain the highest subscription rate.
This winning combination has earned a subscription rate of 11.6% while the original page had a subscription rate of 8.26%. Specifically, the new optimized page yielded 2,880,000 additional subscriptions. This technique had two main benefits: the number of volunteers for the campaign grew in proportion to sales, and the number of donations also increased.
In the United States, Solutions Architecture Sydney has been around for ten years, whereas in Europe it started in 2011.
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