CRO Agency

No matter what type of test you’re running, running time is an unknown and is dependant on two things: numbers of users, and the amount of change in the variations. Some tests take days, some take months. To get tests done as quickly as possible any hypothesis should be well researched and should be a big enough change compared to the control to generate a difference in the result. In addition, the more traffic you have the more users can add data to the test, so it reaches a conclusion faster.

No, A-B and Multivariate tests run on the same URL and any changes made in the variation are done quickly so there is no scope for duplication of content. Google also has its own A-B testing platform which would not be in place if testing affected organic rankings. If you do perform a split URL test, you can encounter issues as split URL tests run off different URLs, for example, example.com/variation1 and example.com/variation2. On the new URL example.com/variation2, you would need to add a canonical tag (rel=canonical href=“example.com/variation2″) so bots know which version to index. Full advice depending on the technical constraints of your website are given as part of our consultancy.

A successful variation is measured against the control (base version) using a Bayesian methodology. This is simply updating the probability that a variation will be successful or unsuccessful as more data becomes available (i.e. more users go through the test). The figure we look to achieve is 90% statistical significance so we are 90% sure as a minimum that the new version will perform better than the control.

CRO testing software does mean additional JavaScript is added to your website, however this is usually loaded in asynchronously, meaning it doesn’t block other assets from downloading to your browser or from rendering elements for your customers’ to browse. As part of Impression’s CRO offering, we also conduct speed audits to optimise your site so it’s as fast loading as possible.

Our preferred testing platform, VWO, is fully GDPR compliant and hides all form fill data/keystrokes from reports and session recordings. No users are identifiable and the last octet of the users IP is not stored.