A/B testing small tweaks vs big changes

Found this question on Quora, “Should early stage startups be A B testing landing pages rather than isolated elements like headline copy?”. Here’s my answer…

As you’ve probably already found, given low traffic/data the tests may take a while to deliver any results. As either large or small changes could have significant impact, I wouldn’t advise testing big changes first, nor would I advise testing small ones first.

I’d start by trying to understand what problems there are:

  1. Think of the your goals for the site e.g. purchase, signup for service, signup for newsletter etc.
  2. Create some basic metrics for these goals e.g. number of signups, number of visitors, number of visitors who see signup page
  3. Create some “funnel” metrics from these e.g. % of visitors who see signup page, % of visitors who signup.

Once you’ve got these metrics, pause. Do any of these metrics surprise you? e.g. say the % of visitors who see the signup page is much much lower than you’d expected. It’s a good idea to get a few people to look at the metrics on their own and list what surprised them, then get together and compare.

Once you’ve some agreement on which metrics surprised you, you can prioritise which you’d like to improve. Take this list and brainstorm reasons for worse than expected metric / possible solutions. This is your test plan.

With testing it’s always worth bearing in mind the ROI of things. Take an incremental approach. If you have 5 suggestions for improving a metric but the cost (time) of doing them varies considerably then go for the lowest cost one first.

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