Steps for running a CRO AB Test

Running a CRO A/B test involves several steps, which can be broken down into the following basic process:

Identify the goal of the test: The first step is to identify what you want to achieve through the test. This could be increasing the number of sign-ups, improving the click-through rate on a particular page, or increasing sales. The goal should be specific, measurable, and achievable within a reasonable timeframe.

Identify the variable: The next step is to identify the element that you want to test. This could be the headline, the call-to-action button, the page layout, or any other element that could affect user behaviour. It's important to choose one variable at a time to ensure that the results are clear and actionable.

Create two versions: Once you have identified the variable, you need to create two versions of the page or element you want to test. These are called the control and the variation. The control is the original version of the page, while the variation is the version with the new element you want to test.

Set up the test: There are several tools available to set up a CRO A/B test, such as Google Optimise or Optimizely. These tools allow you to set up the test, select the pages you want to test, and assign traffic to the control and variation versions.

Run the test: Once the test is set up, you need to run it for a predetermined amount of time to ensure that you get enough data to make a statistically significant decision. The amount of time needed to run the test will depend on the amount of traffic you receive on the page you are testing.

Analyse the results: After running the test, you need to analyse the results to determine which version performed better. This involves looking at metrics such as click-through rates, conversion rates, bounce rates, and revenue. It's important to look at the data in context and ensure that the results are statistically significant.

Implement the winning version: Once you have determined which version performed better, you need to implement the winning version on your website or marketing platform. This can involve making changes to the page, updating the design or content, or making other adjustments based on the results of the test.

Overall, running a CRO A/B test involves identifying the goal of the test, choosing the variable to test, creating two versions of the page, setting up the test, running it for a predetermined amount of time, analysing the results, and implementing the winning version. By following these basic steps, businesses can improve the effectiveness of their marketing efforts and drive more revenue and profitability.