CRO hack #09: Beyond Inconclusive A/B Tests

CRO hack #09: Beyond Inconclusive A/B Tests

Despite having a hypothesis that checks all right boxes, there is still a high chance that your A/B test returns inconclusive results. However, this isn't a dead-end. In fact, there's still significant insight you can gather from this report. Here are a couple ideas to get you started:

Analyze micro conversions:
Say the primary goal of the test gets the highest conversions in a particular variation. If these numbers are statistically significant, then this variation is declared the winner, else the result is inconclusive. Now, instead of just looking into the primary goal's conversions, analyze the conversions of the secondary goals that you've set. You might find a significant jump in these micro conversions.

For example, visitors to the variation with the revamped content spend a lot more time on it. Or, a particular case study is shared more because of a new infographic. In both of these cases, your primary goal might have been a form submission. But these kinds of engagements can help your brand in the long run.

You can, however, use this new information to tweak the page further and run new A/B test on it—perhaps actively shaping the variation in a way that intuitively nudges the visitor towards the primary goal with minimal distractions.

Rework what defines a variation:
Just because one version of your hypothesis doesn't get substantial results doesn't mean you need to scrap the entire idea, just shift your perception of the hypothesis. 

Say you run a poll on your homepage and find out that visitors aren't signing up because they are unsure of your brand. So, to build brand trust, you create a variation of the page which has a section of trust icons. However, this test turns out to be inconclusive. 

Instead of discarding this hypothesis, think of a new approach to build your brand's trust: adding testimonials, links to case studies, or adding a section of certified ratings.

Slice and dice the test report:
It is crucial that you breakdown the behavior of specific audience segments after running a test. You might find that a particular segment if your audience is responding better to the changes you've made. 

For instance, many returning visitors convert if they are shown a product use-case video. Or, visitors from social media convert more if they land on the home page instead of the product page.

Next, you can personalize this change only for this audience type to maximize conversions.

In short:


    • Sticky Posts

    • Did you know?#2: How to filter your report by custom date range in PageSense

      Do you want to quickly view your experiment analysis or responses over different time periods? Want to effortlessly compare the performance of your website by specific weeks, months, or years? Also, see whether your new marketing strategies or efforts
    • Did you know?#1: How to filter reports based on different audience segments in PageSense

      Hey everyone, Over recent years, our customer support team has been getting queries asking I have this special requirement, and is it possible to achieve that with PageSense?" Fortunately, they were able to say "Yes" to most of them while providing an
    • [Live Webinar] How to maximize your conversions using existing website traffic

      Hello all,  Did you know that on an average only 0.1% of your traffic converts? The rest are either heading towards your competitors or dropping off without being able to find what they came for. When you want to increase your conversions, it's natural to start by trying to drive more traffic. Of course, you need more traffic for more conversions. But what if we told you, it's wiser to start with the low hanging fruits - your existing visitors. Aptly, our next webinar is titled "How to maximize your
    • [Live Expert Webinar] 7 Deadly Copywriting Sins (and How to Avoid Them)

      Hello, All successful landing pages have one thing in common—powerful words. In other words, good copywriting. At the same time, writing a winning copy that resonates with visitors every single time can be really challenging.   But, here's the catch! Knowing what mistakes to avoid while writing can make the job a lot more easier for you.  And that is why, the next webinar in our CRO Masterminds series will be about "7 Deadly Copywriting Sins (and How to Avoid Them)" . Join us for a free live webinar
    • [Live Webinar] Understand your visitor behavior using Heatmaps

      Hello all, Do you ask yourself these questions while designing a website or writing content for your landing pages: Where should I place the most important content on the page? Which parts of the page will draw my visitor's attention? Is my content and design persuasive enough?   If yes, you will be interested in what we've planned for the next week. We're doing a webinar to discuss all about Heatmaps—how you can use it to understand what works on your website and what doesn't.  Register right away!

      Zoho SalesIQ Resources

            Zoho TeamInbox Resources

              Zoho DataPrep Resources

                  Zoho CRM Plus Resources

                    Zoho Books Resources

                      Zoho Subscriptions Resources

                        Zoho Desk Resources

                          Zoho Projects Resources

                            Zoho Sprints Resources

                              Qntrl Resources

                                Zoho Creator Resources

                                  Zoho WorkDrive Resources

                                      Zoho Campaigns Resources

                                        Zoho CRM Resources

                                                    Design. Discuss. Deliver.

                                                    Create visually engaging stories with Zoho Show.

                                                    Get Started Now

                                                      Zoho Show Resources

                                                        Zoho Writer Writer

                                                        Get Started. Write Away!

                                                        Writer is a powerful online word processor, designed for collaborative work.