A/B split testing isn’t something you did, it’s something you do.
To be effective, A/B split testing isn’t a one and done exercise. According to Matt Whrel and Matt Beischel, both part of the CohereOne team, A/B testing needs to be part of everyday marketing.
How do you test?
What should you test?
Matt Whrel breaks tests types down into three categories to help you understand the underlying principles of testing, and Matt Beischel provides examples of each along with some interesting results.
How often should you test?
Both Matts share examples of testing that surprised them when repeated. They offer advice on how to read results and discuss why seasonality can affect A/B test results.
What should you test with?
Matt Whrel shares the testing tools they use at CohereOne. (Spoiler alert: Crazy Egg and Optimizely.) This Pub Talk is loaded with great information on how to develop a long term, ongoing A/B testing program. It was a lively session with a lot of Q&A at the end.