A/B Testing and Heat Mapping
A/B testing, split testing and multivariate testing are ways of comparing two or more versions of a single variable by testing a user’s response and determining which is more effective.
Let’s say the variable is a “browse our catalogue” CTA. Variable A will be presented one way and variable B, different.
While active, a visitor to the website has a 50/50 chance of seeing either variable.
After a period of time, the variable with the higher number of clicks or engagement is considered the preferred option out the two.
Heat mapping shows where the hotspots on your website are, i.e. where people have been clicking the most. Your website will show various colours, and areas with a more intense colour (red usually) indicate the popular areas.
Why does this help? Well, if a CTA isn’t getting the love it deserves, heat mapping will show if it’s being unintentionally overlooked by users, and that it should be moved into a more prominent location.