The A/B testing mindset – the art of change in customer interaction
A/B testing is simply tracking how customers respond to differences in the process. Most often employed on websites, we’ve also seen A/B testing showing up in process differences at different stores or even selling new products in select markets in fast food chains. The concept itself is simple, track the difference between revenue and customer experience outcomes based on differences in the process presented to customers.
A/B testing in customer flows
The most popular form of A/B testing is in the flow of customers on a website. Be it the collection of your personal information so a salesperson can call you to offer a product or services, the placement of the upsell accessories on a website when you buy a TV or toaster, and even the color schemes and graphics on a website.
The first part of A/B testing is the ability to track customers – and it’s not as easy as it seems. For website...
