What Happened to A/B Testing?

When it came to conversions for optimized pages, A/B Testing was what webmasters used to produce the data they needed. Things have changed, though – there are better and quicker approaches to stimulate growth in the modern digital world.

A/B testing is a process that’s no longer relevant. It has long been criticized for its flaws, most of which have contributed to its obsolesce.

A/B Testing: what was it?

A/B Testing, sometimes referred to as “split-run testing,” or “buckets testing,” was a type of statistical hypothesis assessment involving a pair of elements (such as Variables “A” and “B”) for the sake of determining what created the most intended outcome towards a certain objective.

As far as statistical assessments went, A/B Testing became popular in the digital field of website optimization, particularly to make websites as user-friendly as possible. Webmasters from the late 1990s to the 2000s would rack their brains trying to figure out if their sites should contain a specific colored button, how large or small their headings should be, what font types to use, and many more aspects. The choices they made had huge consequences, so each detail was important.

A/B Testing seemed to be the solution for many a webmaster. A/B Testing provided webmasters with a way to assess the features on their sites – coupled simultaneously – with the intent of growing conversation rates.

Webmasters used the results of the tests to establish what colors, fonts, and heading sizes to use, for example. They were able to aesthetically and functionally alter their sites to increase hits, sales, or downloads. Each one of these factors contributed to a stronger online presence. It was a big victory for those working in the digital field. Agencies, marketers, and online stores noticed substantial improvements – their sales increased while their sites became visually appealing and user-friendly. A/B Testing had become the darling of the digital world…

…and then all the fun came to a halt, specifically during A/B Testing’s initial success.

While the UI and UX of websites were modified and enhanced, so, too, was the field of internet marketing. Gone were the traditional “webmasters” and instead, we saw an influx of “Demand Generation Executives,” “Digital Marketing Managers,” and “CRO (Conversion Rate Optimization) Specialists,” many of whom were raised during the social media boom and were used to immediate results. Before long, A/B Testing became outdated – conventional website and marketing managers didn’t want to wait for long durations for A/B Testing to be conducted. Two simultaneous assessments suddenly became not enough.

The simultaneous contrasting between Elements “A” and “B” was starting to be thought of as irrelevant and sluggish. More traffic was desired, and the approaches used at the time were insufficient. Also, A/B Testing didn’t give people the results they wanted, since just one in eight A/B Tests were deemed a success.
In the new millennium, A/B Testing was no longer considered innovative. It was slow, and time was of the essence. Time and money were too precious, and as such, digital marketers chose to concentrate on creative strategy and branding.

Such inefficiencies resulted in the decline of A/B Testing. Sometimes people still use the approach, but not as much as everyone used to. We appreciate what A/B Testing brought to the table and consider it a pioneer in the field of website optimization. We salute A/B Testing for kickstarting the improvement of web design. Though it served us well, it is now time to focus on modern approaches to digital optimization.

The newest approach to website assessments is known as AI-Powered Optimization. You see it used in Facebook ads and Google Map trips. AI-Powered Optimization is enhancing experiences better than ever.

For example, an AI-Powered conversion rate optimization product called Sentient Ascend™ lets marketers assess multiple elements simultaneously and includes a whole website funnel. Sentient Ascend™ goes above and beyond what A/B Testing did. It impacts websites, single page applications, and landing pages, revealing ways to convert more customers in minimal time.

So long, A/B Testing. The modern digital world thanks you for your service.