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English articles, My Selection, Top Tasks

A/B testing works better than marketers’ instincts

… and ten other myths about A/B testing busted. A/B testing works. In nearly all tests, the web team or the marketing team for that matter will learn what drives conversion higher and what makes the task easier for the customer to complete. Testing delivers evidence. And evidence is a better guide than opinion.

In a lot of corporate environment, the opinion of ego sits in the way of sensible decisions. There is a very effective way to teach ego a lesson: by delivering evidence. Should that button be green or blue? Should the wording be this or that? Is the image working? Is the link confusing? Whatever element can be tested. And should be tested. And everytime you learn about customer behaviour.

[My Selection] 11 Common A/B Testing Myths BUSTED is a very useful article for whom is looking for arguments to test and to install a culture of testing.

About Toon Lowette

Customer is not king on the internet, he is dictator. Online services are successful if they allow the customer to do what he came for efficiently and without confusion. Toon Lowette is online publishing consultant in the Customer Carewords network of Gerry McGovern. Task management is the central issue. We teach websites to manage the task, not the content, not the technology. We teach websites to become relentlessly customer centric.

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