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7 Common Issues That Are Faced in A/B Testing

5 min read

A/B testing is a method in which we compare two versions of web pages or apps to know which is performing better. It is an experiment to know which version of a web page performs well for the given conversion goals. If you have made some changes to your webpage, A/B testing is the best method to collect information about these changes. Webmasters can get lots of benefits from A/B testing. First, it is the best way to improve user engagement. Secondly, you can also use it to improve the content and decrease the bounce rate. Thirdly, A/B testing is helpful to increase conversion rates. Here, we will discuss seven common issues that people are facing in A/B testing.

 

Split Testing:

It is the most common issue that we have to face in A/B testing. In this testing, we are testing the wrong pages. With the pointless split testing, we will waste our time, money and resources. Most people have to face this problem because they don’t know the split testing. If you are doing it from the marketing point of view, you can easily get its answer. You should test those pages that can make difference in your conversions. As a result of this testing, you can generate more leads or sales. The experts are saying that if you want to get the best results of thistesting, you should test the most visited pages. If a web page is not contributing to the sales funnel of your website, there is no point in testing this web page.

 

Getting the Timing Wrong:

It is a classic mistake that people do during A/B testing. People make three different mistakes relevant to timing. First, they compare different periods. For example, if your website is getting more traffic on Sunday and less traffic on Friday, you should compare more traffic with more and less with less. If you will compare the opposite days, you will not get the desired results. Secondly, they don’t run the test for a longer period. To achieve the statistical significance of this testing, you will have to run it for a certain period. Thirdly, they perform this testing in different time delays. When they will do it, they will not compare a similar audience.

 

Testing Too Early:

To run test too early is also one of the common issues in A/B testing. For example, if you have started a campaign on your website, you should wait for a while to test the results. There is no point to perform the test because you don’t have enough data for the baseline of comparison. You will test against nothing. When you will test against nothing, you will just waste your time, money and resources. Therefore, you should give enough time to your new campaign before testing. According to experts, you should give at least one week to your new campaign. After one week, you can perform this test. You can also perform this test based on the expected number of conversions.

 

Measuring Results Inaccurately:

To measure the results of A/B testing is as important as to make the testing. Here, people make a common mistake. When they make this mistake, they can make it costly. If you fail to measure the results of this testing, you can’t rely on your data. As a result, you will have to face lots of problems to make data-driven decisions based on marketing. You can easily solve this problem. During the test, you should make sure that your results are matching with the Google Analytics data. Google Analytics is the best tool to see accurate data on the conversions and traffic of your website. You can see that data on your dashboard. It is also the best way to gather the campaign data.

 

Biased Sample:

As told by a dissertation help firm, sampling is the essence of each A/B test. In the random sampling, all the visitors of your website should get equal opportunities to be chosen for the tests. If you will utilize random sampling in the true sense, you will get the best results of A/B testing. Here, marketers make a mistake. They rely on biased sampling rather than random sampling. Biased sampling can skew the results of A/B testing. In the biased sampling, they can include and exclude the visitors based on their choices. If you want to ensure random sampling, you should run your test on all the days of the week. As a result, you can include accurate representatives of the visitors to your website.

 

Too Small Test Sample Size:

Most marketers make this mistake. When they get the desired confidence level, they stop A/B testing. In this case, you may have to face the problem of the small sample size. As a result, you will not get the valid results of this test. No doubt, your test may turn out to the statistically significant at some point. If it will turn out to the statistically significant, you should not stop the test. They have to face this problem because they don’t decide the minimal sample size before performing this test. The best way to overcome this problem is to select the sample size before performing this test.

 

Length Population:

Determine the required time for A/B testing is a real problem for marketers. For this reason, they have to consider lots of things. In these things, there comes sample size, conversion numbers and statistical significance. The marketers have to face this problem when they stop the testing soon. For example, if your website has high traffic and it is gaining lots of conversions, you can reach the minimal sample size just within two to three days. After that, you will stop testing. It is not the best way to make A/B testing. If you are doing this thing, it means that you are focusing on biased sampling. It reason is that you are not allowing the visitors of the rest of the days to be selected in the sample.