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[–] 3 points 6 months ago (3 children)

Do you know anybody that uses A/B testing to update their website design or content?

I know the tools can provide analytics to support this, but I've never seen anyone actually use the feature, except for

post-hoc rationalizations of changes that were already implemented

Like I've seen a/b used to justify a major website refresh that was going to be done anyway, but I've never seen it affect the design or wording.

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  • [–] 4 points 6 months ago (2 children)

    Yes. The smartest clients I ever worked for would A/B individual words. They matter, a lot.

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  • [+] [S] 2 points 6 months ago (1 child)
  • [–] 3 points 6 months ago* (last edited 6 months ago)

    I've seen more than a few times a single word change A/B sales 1%/10000% of a category. Sure that means more the bigger you are, but you would be surprised how often words turn people on or off. They get confused

    Anyone who has spent time doing ad copy levels of wordsmithing would probably understand. Imagine Nike's creative dept saying Nike--Just do stuff. Words matter. Would the Squatty Potty sell as well if it were the Pooper Stooper?

    Edit: most often the offending word was a turn off or confusing to people in a way that only became understood after the fact. Oh! That's why. The right word usually removed barriers for client understanding. Sorry I can't remember specifics atm.

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