So, you've decided to dive into the wild world of Conversion Rate Optimization (CRO) - but before you start throwing buttons and headlines around like confetti, let's talk about testing.
This blog covers the four test types of CRO testing: A/B, A/B/n, Multivariate, and Multi-Arm Bandit.
If you’re struggling with pre-test planning and processes, check out my Experiment Nation Talk: Stop struggling with testing - start pre-test planning with Haley Carpenter.
Now that you’re all set, let’s dig into these test types!
A/B Testing:
Ah, the classic A/B test. It's like the vanilla ice cream of CRO—simple, dependable, and always a crowd-pleaser. You've got Version A, you've got Version B, and you're pitting them against each other like gladiators in the Colosseum of Conversion. But don't be fooled by its simplicity; A/B testing is where champions are made.
Imagine you run an e-commerce website selling shoes, and you want to increase the transaction conversion rate on your product pages. You decide to test two different variations of your hero carousel imagery: one set with humans and products and one set with just products. Half of your website visitors see Variation A, while the other half sees Variation B.
Over the course of a week, you track the performance of each variation to determine which set of imagery generates more transactions. After analyzing the data, you find that the imagery with humans and products performs best by a significant margin, leading to the higher conversion rate. As a result, you decide to implement them on your website for all traffic.
A/B/n Testing:
Why settle for just two options when you can have a whole smorgasbord of variations? With A/B/n, you can throw in as many versions as you want and see which one comes out on top. It's like playing Russian roulette with your website, but without the risk of losing an arm.
Continuing with the example above, let's say you want to test imagery for your hero but also different text variations for your call-to-action (CTA) button.
Now, when visitors come to your homepage, they see one of three versions of the hero:
Humans with products and a “Buy Now” button
Products with an “Add to Cart” button
Humans with products and an “Add to Cart” button
By running this A/B/n test, you can gather data on how each picture and CTA combination affects user behavior and conversion rates, helping you optimize your call-to-action strategy more effectively.
Multivariate Testing (MVT):
Welcome to the big leagues, where we don't just test one thing at a time—we test everything all at once. With MVT, you can mix and match elements like a master chef experimenting with ingredients. Just don't forget your fire extinguisher.
Expanding on the scenario we used earlier, let's say you want to optimize not only the CTA button but also other elements on your homepage, such as the headline, hero image, testimonials, and description. You create multiple variations for each element: different headlines, images, and descriptions.
Through multivariate testing, you're able to test all possible combinations of these elements simultaneously. By analyzing the performance of each combination, you can identify the most effective combination of elements to maximize conversions. Our friends at VWO put this image together to help show the difference between Multivariate Testing and A/B testing.
Multi-Arm Bandit Testing (MAB):
Last but not least, we have the Multi-Arm Bandit Testing. With MAB, you can sit back and let the algorithm do the heavy lifting while you sip your coffee and watch the magic happen. The key to MAB testing is that rather than focusing on statistical significance, you’re learning and earning higher conversions at the same time in short-term use cases rather than learning and then earning with traditional testing (the other 3 options mentioned above.)
With MAB, an algorithm dynamically adjusts traffic allocation based on real-time performance data. For example, if the variation with the human and product image plus the “add to cart” CTA consistently outperforms the others, the algorithm will allocate more traffic to that variation while reducing traffic to underperforming variations. Over time, the MAB algorithm learns which combinations yield the best results and optimizes traffic allocation accordingly, leading to improved conversion rates with minimal manual intervention.
TL;DR
And there you have it, folks—a crash course in CRO testing that'll leave you feeling like a seasoned pro. Whether you're a fan of A/B testing, a rebel with a cause like Multi-Arm Bandit, or somewhere in between, there's a testing method for everyone. So go forth, experiment boldly, and may your conversion rates soar.
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