History of A/B testing
Posted: Wed Jan 22, 2025 8:26 am
It should be noted that the A/B test was first used in a brewery. This happened in the last century, when the famous mathematician William Gosset used different types of barley when brewing Guinness beer. The resulting drinks were offered to consumers to try, and the best one was chosen based on the feedback. So the concept of A/B testing is applicable not only to the Internet.
A/B testing gained particular popularity during the period when the Internet became commonplace for the majority of the population. To improve the work of websites and online platforms, developers began to actively use this method. By testing new ideas and testing modified elements, they bring their product to an ideal state. As a result, users receive a convenient and understandable interface, which plays a primary role in the client's decision to continue working with the service.
As an example, we will cite engineer database an experiment by Google to identify the most pleasant shade of blue for people. In the 2000s, experts tested 41 variations of this tone to increase clickability. The method chosen was simple: using the Google Optimize tag, the elements being tested were configured, and all users were artificially divided into two parts, giving them access to different versions of the same page.
AB testing
Source: shutterstock.com
Today, A/B testing is also carried out using more complex methods. The requirements for tests have also increased. For example, all modern smartphone applications require periodic introduction of new elements or updating of old ones. With the help of A/B testing, this becomes possible.
Tasks Solved by A/B Testing
Many problems are solved by A/B testing. This includes increasing readers' interest in online media, reducing the percentage of customers lost at the payment stage, the problem of abandoned shopping carts, etc.
Let's look at ways in which A/B testing can help improve the situation:
Provide solutions to user problems
When visiting a company's website, a person expects to find information about the services provided or the goods sold. Regardless of the initial purpose of the visit, all people face similar difficulties: it is difficult to find the "Cart" or there is no "Like" button. This leads to early termination of the user session and loss of interest in the Internet platform. Accordingly, conversion is negatively affected.
In order to understand the situation correctly, developers collect data from all users about the convenience of the site interface. This can be done in different ways: a survey via a Google form, the Google Analytics tool, etc.
No matter what industry the product is in, A/B testing for marketing campaign analytics will always be relevant.
Provides better return on investment (ROI)
Experienced marketers know how much quality traffic costs. To increase conversion without investing in a new audience, you need to skillfully attract the interest of an existing one. A/B testing is used for this.
A/B testing gained particular popularity during the period when the Internet became commonplace for the majority of the population. To improve the work of websites and online platforms, developers began to actively use this method. By testing new ideas and testing modified elements, they bring their product to an ideal state. As a result, users receive a convenient and understandable interface, which plays a primary role in the client's decision to continue working with the service.
As an example, we will cite engineer database an experiment by Google to identify the most pleasant shade of blue for people. In the 2000s, experts tested 41 variations of this tone to increase clickability. The method chosen was simple: using the Google Optimize tag, the elements being tested were configured, and all users were artificially divided into two parts, giving them access to different versions of the same page.
AB testing
Source: shutterstock.com
Today, A/B testing is also carried out using more complex methods. The requirements for tests have also increased. For example, all modern smartphone applications require periodic introduction of new elements or updating of old ones. With the help of A/B testing, this becomes possible.
Tasks Solved by A/B Testing
Many problems are solved by A/B testing. This includes increasing readers' interest in online media, reducing the percentage of customers lost at the payment stage, the problem of abandoned shopping carts, etc.
Let's look at ways in which A/B testing can help improve the situation:
Provide solutions to user problems
When visiting a company's website, a person expects to find information about the services provided or the goods sold. Regardless of the initial purpose of the visit, all people face similar difficulties: it is difficult to find the "Cart" or there is no "Like" button. This leads to early termination of the user session and loss of interest in the Internet platform. Accordingly, conversion is negatively affected.
In order to understand the situation correctly, developers collect data from all users about the convenience of the site interface. This can be done in different ways: a survey via a Google form, the Google Analytics tool, etc.
No matter what industry the product is in, A/B testing for marketing campaign analytics will always be relevant.
Provides better return on investment (ROI)
Experienced marketers know how much quality traffic costs. To increase conversion without investing in a new audience, you need to skillfully attract the interest of an existing one. A/B testing is used for this.