Is A/B Testing Really that Important?

Is A/B testing really that important?

Assuming you want to succeed, emphatically yes, but it requires gathering not only data, but the right kind of data and the right kind of testing structure.

And when we say “the right kind of data” we don’t mean data that is skewed to fall in your favour (although that’s nice when it happens). What we mean is that it needs to generate enough clean data so that the analysis clearly and demonstrably quantifies the results of the testing and not be based on “randomness”.

It can be used for everything from testing the water of product pricing options to feature sets and even geopolitical implications.

This is where a professional agency with the right experience and A/B testing techniques, come into play. Vast amounts of time and money can be squandered with a totally DIY approach to A/B testing, but an experienced agency can get straight to the heart of the issue and devise the right parameters and sample sizes to acquire credible results upon which major marketing decisions can be confidently made.

Statistically speaking

As we’ve already suggested, quality and quantity of data matters with A/B testing. This is to minimise the chance of a random result being seen as gospel when in fact it is a false prophet.

To ensure the quality of your results, there are a number of test parameters that can be deployed to guarantee what you’re proposing as a result of the testing is based on verified insights rather than a “gut feel” backed by skewed data. Even partially inaccurate results can steer, for example, a new product introduction wildly off course.

That’s why the concept of statistical significance, which helps quantify whether a result is likely due to chance or to some factor of interest, is crucial when designing an A/B testing programme that is sufficient for your needs. It makes certain that “randomness” doesn’t creep into your results. Moreover, you don’t have to be a prize-winning mathematician to get it right (although it could help) but, better yet, you can use Napier’s A/B test calculator for free via our website. Our math geniuses have already done the hard work, so you don’t have to.