The Fun of A/B Testing for Persuasion

A/B testing is a powerful method to improve website and app performance, but generating compelling test candidates is crucial for success. This article delves into the art of creating engaging test candidates that effectively leverage persuasion and influence user behavior.

A/B testing offers a fun and efficient way to experiment with different elements, such as headlines, subheadings, images, and overall page layout.

Generating candidates for A/B testing can be a collaborative and engaging process for your team, tapping into both qualitative and quantitative skills.

Brainstorming for Persuasive A/B Tests

Effective brainstorming is key to generating persuasive A/B test candidates. By embracing the right approach, you can unleash a flood of creative ideas.

Emphasize quantity over quality in the initial brainstorming phase to encourage a wide range of ideas.

Avoid letting the most senior person dominate the brainstorming session to foster a truly collaborative environment.

Consult IDEO's brainstorming techniques for guidance on fostering innovation and generating diverse ideas.

Diving into Customer Motivation: The Foundation of Persuasion

Understanding customer motivation is crucial for creating persuasive A/B tests. By exploring the underlying desires and motivations of your target audience, you can tailor your test candidates to resonate with their needs.

Influence, a classic book by Robert Cialdini, outlines key principles of persuasion, such as reciprocation, commitment and consistency, social proof, liking, authority, and scarcity.

Identify the specific motivations and values that drive user behavior on your website or app. For instance, a social network might focus on features like profile customization, socializing, media content, or photos and blogs.

Go for High Variance: Maximizing Persuasion Potential

Don't shy away from bold and innovative test candidates. High-variance approaches, even if they seem risky, can yield significant results.

Experiment with aggressive, attention-grabbing visuals and messaging. Consider incorporating videos, text, audio, or a combination of these elements.

Explore a wide range of lengths for your test candidates, from extremely long to extremely short, to determine what best resonates with your audience.

Don't be afraid to try test candidates that might offend a subset of your audience. Sometimes, a bold approach can lead to unexpected positive results.

Embrace candidates that are direct and command attention, guiding users through the desired action.

A/B Testing for Persuasion: Prioritize the Big Stuff

When designing your A/B testing strategy, focus on the most impactful elements first.

Prioritize testing major elements like user flow, layout, "hero shots," and other key factors before delving into smaller details like icons or form labels.

Remember, refining user flow, layout, and key visuals can often have a greater impact on user behavior and conversions than fine-tuning small details.

Key Takeaways: A/B Testing for Persuasion

A/B testing, when thoughtfully executed, can be a powerful tool for improving website and app performance.

Brainstorm creatively and generate a wide range of test candidates to explore diverse approaches.

Understand customer motivations and tailor test candidates to appeal to their desires and needs.

Embrace high-variance test candidates that push the boundaries and explore new possibilities.