‘A/B Testing’ is one of the buzzwords in the marketing world. ‘A/B Testing Questionnaires’ are short-form versions of an entire questionnaire ( in any industry), which is prepared for a salesperson who is asked to fill it with a number of questions.
In most cases, a/b testing questions would have a number of questions in them that have a specific meaning only to the marketer. The questions in the questionnaire will vary from one company to another. They differ in a number of aspects like; what is expected from the customer, what is the customer expecting, and so on.
A/B Testing can be used effectively in many industries like:
- product development
- media planning
- and others
It has been used by companies such as Google, Amazon, Facebook, etc., for various purposes with great success. A/B Testing also helps marketers answer some of the most important questions in business such as “How much does our new campaign increase conversion rates?” or “How many additional sales will we make if we reduce this button size?”.
Creating an A/B Testing Quastioneer
Before administering a/b testing questions to a survey respondent, a professional questionnaire taker will prepare a number of sample size questions and he will ask the company to provide the respondents with a set of answers. It is the job of the professional questionnaire taker to make sure that the number of sample size questions provided by the company is large enough to determine the exact statistical significance of the result that is the focus of the a/b testing. The size of the sample size also determines the credibility of the results obtained from the a/b testing. The larger the sample size, the more statistically significant the result will be. Hence, the larger the sample size, the more reliable the results obtained from the a/b testing.
Many professional questionnaire manufacturers suggest that a/b testing questions should be prepared in a language that is commonly used by the people being surveyed (English, for example). A company representative should conduct a home-based a/b testing program by using a computer program. Most companies conduct such testing surveys on their own premises. However, if the company is undertaking a large-scale a/b testing program then it should be conducted at a local laboratory.
Reasons for conducting an a/b testing in a local lab
Conducting a/b testing questions with a local laboratory can be very advantageous since most questionnaire manufacturers and survey participants are usually located in a comfortable area where the respondent can be asked a range of questions in a familiar environment. Most research organizations prefer conducting a/b tests in a local lab for many reasons:
- Firstly, the local environment provides a comfortable atmosphere for the respondent since the respondents can be in familiar surroundings and can easily recall the questions
- Secondly, local laboratories are known to maintain high-quality equipment that provides quick, accurate, and adequate a/b testing.
- Another reason why companies conduct a/b testing questions at a local laboratory is that the personnel may be better able to administer these tests than a local survey respondent.
Different regions have different kinds of environments, which may play a crucial role in a/b testing questions. For instance, a respondent in a desert may not properly respond to a medical question or a health question asked in an urban environment. Another example is that a rural area may not be suitable for a product launch in a city because the response rate in such a region is lower compared to a city.
A/B and Multiviriate Testing
A/b testing is also referred to as multivariate testing. There are a lot of companies that use a/b testing to identify the performance between two or more variables. They might test employees on their knowledge about a particular topic, on the way they bargain with customers, or on the way they present a sales pitch. Some companies even make an effort to find out if a certain set of employees performs better or worse than others at a job by using a/b testing. Multivariate tests are usually performed on a set of questions that ask for a variety of descriptive data or statistics from a set of respondents.
Multivariate testing is also employed in market research surveys through randomized response techniques. This type of testing is used to protect the privacy of a respondent’s answer by randomly intermixing ‘noise’ answers throughout a survey. The benefit of this technique is that it removes any connection between a specific question and a specific respondent from the survey results. Multivariate testing also includes multidimensional scaling, which can be used to perform cluster analysis on data with multiple variables or dimensions, as well as perceptual mapping, which measures individual differences in respondents’ perceptions of different stimuli.
The primary reason why companies choose a/b testing, in the end, is because they save a lot of time. Because the questions are relatively easy to perform and answer, companies can save a lot of money on conducting an expensive research project. Another advantage is that a/b tests can be performed on a large number of subjects, rather than just a few selected ones. Lastly, a/b testing is much easier for the user than doing a traditional survey.
Paulina Wega helps companies improve the online experience for their users as well as optimizing their web assets for conversions. This gives them more time to put into the important stuff like developing better products and services which ultimately lead succes. She has specialized in CRO for over 5 years and have the experience of providing top tier CRO services to a full range of clients. Working with clients in various industries ranging from healthcare to SaaS to eCommerce and have successfully boosted conversions.