A/B Testing
When undergoing website changes it is very easy to get a few key decision makers on a call or in a room and decide on large changes to your website. At
St. Louis Web Design, we strongly discourage such behavior. The main reason for avoiding this is typically key decision makers who visit the site and who are already
familiar with the products and services have a vastly different website experience than do first or second time site visitors who are actually looking to convert.
The best practice for making large changes to a website is to not simply push them live, but to take your time and perform what is called an A/B test. This is how all
large websites like Amazon and Google operate. An A/B test is when a company makes changes to their website (typically the look or user interface) and displays that version
as well as the original control version to pre-defined percentages of overall web traffic. The testing team then analyzes core metrics to understand if the change had the desired
affect and how it impacted user behavior. After statistical significance is reached, that data is then used to determine if the change should be adopted and pushed live for all website visitors or not. St. Louis Web
Design can help your organization perform these tests successfully and present you with data after test competition to help your team be confident the changes you make are
helping drive your organization in the right direction.