The Three Metrics You Need to Know in Your Sales Funnel Before You Waste Any Time on A/B Tests

It’s hard to argue that split testing (also know as A/B testing) is changing the face of marketing. According to Unbounce, 44% of online businesses are using split test software. And software products like Unbounce and Visual Website Optimizer are making it ever easier. Split testing, done right, with good context, can put a stop to all the guesswork, anecdotal conclusions, and correlation/causation errors that can abound in marketing circles.But it’s not without risks: split tests are expensive to run, requiring investment for both software, and staff/consultants to run the tests. Not to mention the opportunity cost of lost time exploiting other profit levers in your business.All of which underscores the importance of testing the right metrics in your business, and the potential cost in time and resources of testing the wrong ones.While I can’t speak for all businesses, what I’ve seen again-and-again with clients and peers is businesses gravitating toward what’s easy to test – landing pages, checkout pages, email subject lines, and sales pages (all of which can be extremely important in the right context) – rather than what’s important.That’s why one of the most meaningful changes you can make in your business is to implement a process for identifying which parameters to test and optimize. Below are 3 metrics you need to know before you spend one more minute split testing.

Source: The Three Metrics You Need to Know in Your Sales Funnel Before You Waste Any Time on A/B Tests

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About Bob Warfield

Here's my bio: http://www.smoothspan.com/management.html
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