A/B testing is the process of comparing the action users take by navigating on two versions of a website that changes a few items under test. It can also be run on email copies or landing pages to understand which version has the smallest cost of conversion. Here’s why you should work with both in-house and outsourced testing teams.
The more visitors you receive on your website in the digital world, the more opportunities you have for expanding your business. That’s why most marketing efforts are aimed at driving more website traffic.
But as we all know, traffic acquisition is getting harder and more expensive by the day. Because of this, you should ensure that the people who visit your site get the best user experience. This is where A/B testing comes in.
What is A/B Testing?
To summarize what we have already explained earlier, A/B testing is the process of comparing the response of website visitors to two different versions of the same website element, i.e., a web page, an email copy, or a landing page.
The testing is done by showing two versions of an element to different web visitors simultaneously, comparing their performances, and concluding which version drives more conversions.
Why should you do an A/B test if your website, eCommerce, or email campaign is already performing well? Let’s dive deeper to understand the importance of A/B testing.
The Importance of A/B Testing
A/B testing, therefore, provides a systematic way of knowing which versions of your web elements work best for your target audience, so you can optimize them and give your audience the best user experience.
Reasons to Work with Both In-House and Outsourced A/B Testing Teams
If your business has an in-house A/B testing team, you’re probably against the idea of outsourcing A/B testing services because you think it’s a waste of time and money. However, hiring external A/B testing experts isn’t really futile as you may believe.
An outsourced marketing team can give a helping hand, especially when your in-house experts are too busy handling other business responsibilities or when they’re not familiar with the specific A/B test you’d like to run.
Here are 4 benefits of using both teams to achieve your website testing goals:
Ensures That Core Development Activities are Not Compromised
Big companies like Facebook and Google have enough resources to conduct different types of A/B tests every day.
However, finding the right balance between conducting A/B experiments and running other core development activities may not be easy for small businesses with less capital and workforce.
Third-party experts help to take the A/B testing burden off the hands of your in-house team so they can concentrate more on the core development activities of your business.
When your employees are clearly overwhelmed, pressuring them to do everything themselves will only lead to costly blunders. So, it’s better to seek help from outside.
Saves Lots of Time
Secondly, internal A/B testing teams face different challenges that often force them to delay testing. For instance, they may not have the right knowledge or testing tools to perform a certain test.
As a business owner, you have two options. You can either hire external testing experts to work alongside your internal team to get the job done faster or resolve all the above challenges that delay your testing.
If you go with the first option, you’ll be saving your business lots of time and money because outsourced experts have the skills, experience, and tools to get the job done fast and effectively.
Ensures Quality Testing
Another reason you should outsource A/B testing experts is that they can significantly improve the quality of your tests.
Their vast knowledge and experience in the A/B testing field mean that they’ll not be running experiments based on trial and error. You can trust them to develop, run and interpret your tests correctly because they know exactly what they’re doing.
Provides Assistance When Using New Testing Tools
Lastly, if you don’t have a lot of cash to invest in the latest testing tools in the optimization market, external A/B testing experts can also assist your in-house team in using less expensive tools that are just as good to achieve your goal. This will greatly help to reduce your testing costs in the long run.
Overall, hiring external A/B testing professionals is the best thing you can do for your business if your in-house team lacks the knowledge and tools to test properly or if they’re overwhelmed with other important business activities.
Apart from helping you run tests that you cannot handle yourself, external experts will also show your employees new innovative testing ways they may not know about. In the long run, you’ll have so much to gain by hiring external A/B testing experts to work alongside your in-house team.
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