A/B Testing for Big Business
I got my start with A/B testing within a large organization with a simple, 1-product funnel. The business I worked for lived and died by a single subscription product and each acquisition was worth a LOT of money annually. Because of the way this business was set up, conversion funnel optimizations were directly attributable to annualized revenue performance. A single product funnel allows one to really avoid the noise caused by product variability, price ranges, merchandising, etc. Every change on the site was measured via testing before it was committed. Not only does increased performance result in increased revenue, a poorly performing test results in saving the company a revenue loss.
A/B Testing Basics
Leading A/B Testing
One of the things I’ve picked up in various companies is that A/B testing is only successful when championed and made exciting to leadership. Packaging testing Wins and Losses as revenue gains and revenue saves is exciting. Landing page testing for ad campaigns is exciting. I urge people to schedule regular results meetings with various tests that includes learnings. These methods become more exciting when other businesses adopt the methodologies you use in their world. Get the enterprise involved in creating test ideas and a way for people to easily submit tests into the backlog. Keeping results posted also helps keep your colleagues visually interested.