There are a couple of key ingredients that are needed, call them prerequisites if you like, before you open your experimentation tool box. Seems a bit of an odd opener, but it really is a question you should ask before you head down the long path of experimentation overall. There are many types of experiments that can be run, but they all share the same process and steps that must be adhered to, but before we get into the details, you should always ask one question first: “Should we even be testing?” Experiments don’t usually have a definitive end point, but evolve to exploit a particular goal that you’re aiming for. Much like any experiment you might run, they are not designed to give binary answers, but rather provide data and insights that can undergo data analysis to lead to better understanding of a problem statement and how better to solve it. By running experiments in such controlled conditions you are then able to directly attribute any observable differences between the groups because of the change that you made. All variables in the experiment are held constant except of course the change you’re investigating. This opens up a much broader scope of testing activities that can be carried out and also gives us a clue as to how a test should in fact be performed in order to pass scientific muster and validity.ĬRO tests on a whole should be thought of as controlled experiments where your audience members are randomly assigned to a control group or an alternative test group. Many prefer to reference the science of improvement under the general umbrella term of experimentation and optimisation. A/B tests are the most common form of CRO testing, but there are others, such as a multivariate test, that can produce more in-depth results.īecause of the wealth of CRO tests available, it’s long been debated amongst industry professionals if CRO as a name is even fit for purpose anymore. Frequently Asked Questions About CRO TestingĪ conversion rate optimization test, also known as a CRO test, is a type of testing technique that determines what the best conversion rate outcome will be after making changes to your website.Uphold Test Timelines Despite Early Trends Verify Statistical Significance with Power Analysis Establish a Crystal-Clear, Measurable Goal 4 Common CRO Test Pitfalls and How to Avoid Them.Contextual Multi-armed bandit (cMAB) – context, apply, exploit.Multi-armed bandit (MAB) – explore, exploit.Multivariate testing (MVT) – explore, learn more in one go.A/B/n test – explore and learn a bit faster.A/B test (split test) – explore & learn.
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