LOOKING GLASS SELF INDIVIDUALS AND SOCIETY

ABOUT: CHARLES COOLEY

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SUB-OPTIMAL A/B Testing - WHY?

By: Alon Cohen Jan 14, 2018 A/B testing is the main tool used by marketing people trying to optimize conversions in the digital marketing world. It’s a method to find the better converting version of a webpage or an ad. The way A/B testing works is that you randomly present page A or page B to your website visitors and check which version of the page converted more visitors. There are tools (like https://www.optimizely.com) that make that process relatively simple however it takes time to collect sufficient evidence to make a clear decision about which page performed better. So why even bother? The problem with webpage design is that it is hard to get it right the first time. A designer might think that call to action button is in the way and move it to where it becomes no effective. Color schemes, market trends all affect how people perceive, understand, and operate a page. To validate your design assumptions and improve on them an A/B test will provide the answer. W

LOOKING GLASS SELF INDIVIDUALS AND SOCIETY

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