A/B Testing: How to Fail Less and Succeed More
A/B testing is a powerful tool for improving conversion rates and user experience, but let’s face it—it takes time. And often, the results fall short of expectations.
The question is: How can you fail less and succeed more?
The secret lies in knowing what to A/B test first and what can be delayed. Prioritizing the right elements can make all the difference.
What Do Most Businesses Focus on When A/B Testing?
Experiment Engine analyzed data from its clients to uncover trends in A/B testing. Here’s how businesses typically allocate their efforts:
- Art (visual elements like images and design): 54%
- Adding or removing components: 31%
- Color: 18%
- Positioning of elements: 17%
- Form design: 7%
- Button layout: 3%
- Functionality (e.g., interactions or responsiveness): 2%
- Copy (text elements like headlines and CTAs): 24%
At first glance, this distribution seems logical—visual elements like art and layout dominate the focus, while textual elements like copy receive less attention.
What Actually Works Best in A/B Testing?
Interestingly, when analyzing the effectiveness of different types of A/B tests, the results tell a different story. Here’s how successful A/B tests break down:
- Copy: 26%
- Art: 20.8%
- Positioning of elements: 26.1%
- Button layout: 25%
- Color: 18.2%
- Adding or removing components: 16.9%
- Functionality: 16.7%
- Form structure: 11.8%
This data shows that copy—often under-prioritized—actually has the highest success rate. Additionally, positioning and button layout also outperform elements like color changes and the addition or removal of components.
Key Insights: The A/B Testing Misalignment
Many businesses focus heavily on visual elements like art and color when starting their A/B testing efforts, but the data suggests a better approach:
- Prioritize copy first: Your headlines, CTAs, and descriptive text have the most significant impact on user behavior and conversions.
- Test element positioning: Small adjustments to where elements are placed on a page can significantly influence user interactions.
- Refine button layouts: Changing the design, size, or placement of buttons is often more effective than tweaking colors or visuals.
Double Your Success Rate with Better Prioritization
If businesses reordered their A/B testing priorities—focusing first on elements like copy, position, and button layout—they could more than double their success rates.
By starting with high-impact areas, you not only save time but also achieve faster, more meaningful improvements to your website or app.
Key Takeaway
A/B testing is not just about experimenting—it’s about experimenting smartly. Before diving into tests on visuals or colors, focus on elements that are proven to drive the most impactful results. By prioritizing copy, positioning, and layout, you can achieve more effective outcomes with less trial and error.
Source: www.experimentengine.com