A/B 测试市场研究

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Ever wondered how some brands manage to understand precisely what their customers desire? The answer lies in A/B testing market research. This market research not only helps businesses make informed decisions but also enables them to understand their audience’s preferences and behaviors, tailoring their offerings to ensure optimal alignment with market demands and consumer expectations.

什么是 A/B 测试市场研究？

A/B testing is a research method that presents two versions of an app or web page to an audience to evaluate user engagement. In other words, it operates by testing between two versions to see which performs better. AB testing compares a variation against the current model.

Then, it lets you ask focused questions about changes in your web page or app. You can then use those questions to collect data on the impact of those changes. A/B testing in market research allows business owners to see the effect of potential adjustments. It shows them the impact their advertising will have on consumer activity. The original version of the page is the “Control,” and the modified version is the “Variation.”

让我们看一个假设的例子：

A clothing and apparel website is trying to determine which look for its new website will generate the most sales. Note that their current page generates about $ 3,000 in monthly sales. They want to do AB testing to see how a change would alter their profits.

让我们看看结果：

版本 1 (V1) 更改页面的标题。 Original 获得 $1500 利润，V1 获得 $1250

Version 2 (V2) Change in the visual imagery of the page. 原始版本在利润中引入 $1450，而 V2 引入 $1750。版本 3 (V3) 更改页面布局。控件在利润中引入 $1550，而 V2 引入 $2500

From these tests, we can gather a few things. We can see that a variation in the page may negatively or positively affect sales. Version 1 showed that changing the page’s header reduced sales by 17%. Thus, we can see the customers disliked the alteration and that it would be best to limit changes like those.

In Version 2, the visual imagery changed, leading to an uptick in sales. We could speculate why there was a boost in sales. The new imagery may have better fit the site’s color scheme. Additionally, the photography may have looked more professional. Thus, it’s easy to see how A/B Testing can help find out the best look for your app or web page. Finally, let’s look at Version 3. It has boosted revenue by 67%. In other words, this change led to the largest increase in sales. We can see that adjusting the page’s layout is the most impactful. So, that change would be the best move.

为什么“A/B 测试市场研究”在今天如此重要？

A/B testing market research is crucial for understanding and responding to consumer behavior in real-time. With users’ attention spans decreasing, businesses have a limited window to capture interest and convert leads. It provides immediate feedback on what works and what doesn’t, allowing brands to swiftly and effectively tweak and optimize their online content.

Furthermore, A/B testing in market research provides the precise, actionable data that businesses need to thrive. The insights from A/B testing are concrete and grounded in actual user interactions, providing a reliable foundation for informed marketing and product development decisions.

以下是 A/B 测试市场研究的其他一些好处：

• 数据驱动的决策： Market research facilitates decisions grounded in data, mitigating the risk of reliance on intuition or gut feeling.

• 增强用户体验： Through continual testing and optimization processes, businesses can craft an online experience that resonates with their audience. The methodology enables refining elements to create a more intuitive and user-friendly interface, fostering higher engagement and satisfaction among users.

• 提高转化率： One of the standout benefits of A/B testing market research is its direct contribution to improving conversion rates.

• 成本效益： A/B testing market research is a cost-effective method for optimizing online assets. Instead of investing heavily in large-scale changes without guaranteed returns, businesses can test smaller elements, assess their impact, and implement them if they prove effective.

• 风险缓解： By testing changes with a segment of the audience before a full-scale rollout, businesses mitigate the risks associated with website redesign or major updates.

• 个性化： A/B testing market research supports the development of personalized content and features.

• 提高投资回报率 (ROI)： 由于 A/B 测试市场研究本质上是优化，因此它自然会提高资源利用率并提高投资回报率。当更改经过测试和验证后，企业可以确信他们在开发和营销方面的投资可能会产生积极的结果。

主要职位

一些值得注意的有效研究工作包括：

• 数据科学家
• 市场研究分析师
• 可访问性测试器
• 测试自动化工程师

关键成功因素

AB 测试涉及大量 IT 处理，因此需要专业人员。运行测试非常重要。此外，最好对不同的变量进行多次试验。这种方法可以让您了解网页或应用程序屏幕的每个方面对消费者的影响。此外，使它们具体化也很重要，这样您的信息才更深入、更有价值。

A/B 测试市场研究的挑战

While A/B testing in market research offers unparalleled insights and optimization opportunities. However, it comes with its own set of challenges that businesses need to navigate to be a really successful company.

• 数据误解： A/B 测试市场研究的主要挑战之一是误解数据的风险。错误的分析可能导致错误的结论和误导性的变化，对用户体验和转化率造成的危害可能大于好处。

• 统计学意义： 实现统计显著性对于 A/B 测试市场研究结果的可靠性至关重要。样本量小或测试过早可能会导致结论不明确或误导，因此需要仔细规划和执行测试。

• 资源密集型： 尽管 A/B 测试市场研究具有成本效益，但它需要时间、专业知识和专用资源来规划、执行、分析和实施研究结果。小型企业或初创公司可能会发现，分配足够的资源进行持续的 A/B 测试是一项挑战。

• 技术依赖性： A/B 测试市场研究在很大程度上依赖于技术和工具。任何技术故障、软件错误或测试平台问题都可能影响测试结果的准确性和可靠性，因此投资可靠的技术并定期维护至关重要。

A/B 测试市场研究的未来前景

A/B testing in market research holds significant promise for businesses seeking precision and efficiency. Thus, the future outlook of this market research is bright, with emerging trends and technologies further enhancing its applicability and value.

• 与人工智能（AI）的融合： The future of A/B testing market research is closely intertwined with advancements in AI. AI can automate the analysis of test results, identifying patterns and insights that human analysts might overlook. This not only speeds up the testing process but also delivers unparalleled precision and accuracy.

• 大规模个性化： 随着 A/B 测试市场研究变得越来越复杂，企业将能够以前所未有的规模实现个性化。了解细微的客户行为和偏好将有助于创造高度个性化的用户体验，这对于数字时代的客户保留和参与至关重要。

• 实时优化： 未来有望出现能够进行实时 A/B 测试市场研究和优化的工具和技术。这将使企业能够即时调整其在线内容和营销策略，及时响应用户行为和市场趋势。

• 跨平台测试： 随着用户通过多种设备访问内容，跨平台市场研究将变得越来越重要。未来的工具和技术将促进跨不同设备和平台的无缝测试，确保无论接入点如何，都能获得一致且引人入胜的用户体验。

• 社区驱动的见解： 随着社交媒体和在线社区的兴起，A/B 测试市场研究将越来越多地纳入来自这些平台的见解和反馈。这种方法将提供对用户偏好和行为的更全面了解，从而推动更明智、更有效的测试和优化策略。

关于 A/B 测试市场研究

A/B 测试结合了定性和定量研究。它专注于确定需要更改的内容以及如何更改。此外，它还量化了哪些更改更好或更坏。您可以看到它们对销售的影响有多大。这项技术是企业工具包的绝佳补充，但它无法涵盖所有内容。因此，最好在您的方法中使用焦点小组、访谈和调查来获取最佳信息。

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