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A/B-Testing: Webseiten systematisch optimieren

In: Conversion-Optimierung: Erfolgreiche Webseiten und Digitalkampagnen

Author

Listed:
  • Tobias Looschelders

    (Digital Insight®)

Abstract

Zusammenfassung Im A/B-Testing werden mindestens eine A- und eine B-Version einem Test an Ihren Besucher:innen unterzogen. Aus einem vagen Bauchgefühl werden so handfeste Fakten darüber, was bei Ihrer individuellen Zielgruppe am besten funktioniert. Da hier Effekte bis auf den Euro genau berechnet werden können, sind solche Experimente wortwörtlich bares Geld wert. Testen kann und sollte man dabei komplette Webseiten-Features, aber auch Überschriften, Call-To-Action-Buttons, die Navigation einer Seite oder Details wie die genaue Anordnung von Trust-Elementen oder Inhalten. Es gilt Conversion-Killer zu beseitigen, Hürden abzubauen und den Weg für die Nutzer:innen frei zu machen. Webseiten und Online-Shops können so datenbasiert profitabler und erfolgreicher gemacht werden.

Suggested Citation

  • Tobias Looschelders, 2022. "A/B-Testing: Webseiten systematisch optimieren," Springer Books, in: Conversion-Optimierung: Erfolgreiche Webseiten und Digitalkampagnen, chapter 0, pages 69-93, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38509-5_3
    DOI: 10.1007/978-3-658-38509-5_3
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