Needing to optimize every aspect of the customer’s digital experience while living in ‘the age of the customer‘, many brands view A-B testing as the universal solution for all their needs. The value of testing is there but only if the following pitfalls are avoided.

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3 fatal flaws of a-b testing_2

#1 Disjointed Process

Stop-And-Go Testing

Digital commerce brands do not realize that visitor preferences are changing all the time. Therefore, even statistically confident results are going to produce only temporary results and very limited insights.

Solution: continuous optimization 

#2 Disjointed Treatments

Element-By-Element Testing

Every element on the web page interacts – positively or negatively – with every other element of the web page. Running a sequence of A-B tests consisting of multi-element treatments does not provide interactive insights and it produces inconsistent results.

Solution: multivariate optimization

#3 Disjointed Journeys

Step-By-Step Testing

A customer’s buying journey is a very interdependent consideration path. An action on one step requires different experiences on the next step. Running independent tests of different steps of the buying journey produces non-measurable and potentially false results.

Solution: full-funnel progressive optimization.

The bottom line

Running A-B tests is certainly better than doing nothing. However, A-B testing should be seen as the starting point of your customer experience optimization journey and not a final destination.

Start your own customer experience optimization journey

An essential starting point is the development of ‘customer experience views’ through customer experience web analytics. Knowledge about customer experience friction points will help your brand intelligently allocate resources and help you commit to a customer experience optimization plan from a holistic point of view.

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