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Other tools for AB testing

The document discusses various tools for A/B testing beyond Google Ads, providing a list of options with their pricing models and free trials. It includes a checklist for organizing A/B testing efforts and introduces additional testing types such as redirect and multivariate tests. A/B testing is emphasized as a crucial marketing strategy to enhance customer experiences across different platforms.

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2 views

Other tools for AB testing

The document discusses various tools for A/B testing beyond Google Ads, providing a list of options with their pricing models and free trials. It includes a checklist for organizing A/B testing efforts and introduces additional testing types such as redirect and multivariate tests. A/B testing is emphasized as a crucial marketing strategy to enhance customer experiences across different platforms.

Uploaded by

jandreou
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Other tools for A/B testing

coursera.org/learn/assess-for-success/supplement/txGnF/other-tools-for-a-b-testing

You learned about performing A/B tests in Google Ads, but there are other tools that offer
A/B testing capabilities. This reading lists similar tools and links to find more information
about them. It also introduces a general process checklist to help you organize A/B
testing efforts and defines additional tests that can be performed.

Note: This certificate program does not promote or endorse any of the tools listed. The
purpose of this reading is to provide you with a sampling of A/B testing tools that are
available.

Here is a list of several other tools for A/B testing:

AB Tasty : Pricing is available by custom quote

Convert : Free trial is available

Crazy Egg : Free trial is available (requires billing information)

Instapage : Free trial is available (requires billing information)

Optimizely : Pricing is available upon request

Unbounce : Free trial is available (requires billing information)

VWO : Free trial is available

Process checklist for A/B testing

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Regardless of which tool you choose, the following is a process checklist that you can
use to help you organize your A/B testing efforts.

1. Choose a variable to test.

2. Identify the goal of the test.

3. Clearly identify the control and the variant.

4. Verify that your test is the only A/B test running for a campaign or webpage.

5. Split sample groups randomly (can be managed by A/B testing platform).

6. Determine the required sample size (can be managed by A/B testing platform).

7. Decide on the confidence level for statistical significance (can be managed by A/B
testing platform).

8. Select an A/B testing platform.

9. Test both variants at the same time.

10. Allow the test to run long enough to collect enough data.

11. Review test results against your goal for the test.

12. Decide on the appropriate actions to take based on the test results.

13. Plan for additional A/B tests, if required.

Additional tests
You were previously introduced to A/B tests for a single variation, or variant. For example,
you learned that you could run an experiment to test two variations of the same ad or
landing page. Many tools that offer basic A/B testing also offer additional tests. It’s
important to know the capabilities of the tools you choose so you’re able to run the tests
you need. Two other types of tests are redirect and multivariate tests.

Redirect tests

A redirect test enables you to test separate webpages against each other. This is
different from a basic A/B test in which you test changes to the same webpage. In a
redirect test, variants are identified by a URL or path instead of by a certain element on
the page, such as a banner. Redirect tests are useful if you want to test two completely
different landing pages, or are involved in a complete redesign of a website.

Multivariate tests

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A multivariate test, sometimes referred to as a multivariable test, is used to
simultaneously test variants of two or more elements on a page to determine which
combination yields the best results. This is different from a basic A/B test in which you
only test a single variable or change. A multivariate test identifies the most effective
variant for each element but also provides insights on how the variants work together
when they are combined. This allows you to identify the best combination of variants.

Key takeaway
A/B testing is an essential part of marketing. It can help you create better customer
experiences for e-commerce. Whether you need to test ads, webpages, social media
posts, or other content, A/B testing tools with different capabilities and pricing are
available. You can compare your testing needs to the features and plans offered to select
the right tool for your organization.

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