What Is A/B Testing?

A/B testing, also known as split testing, involves comparing two or more versions of a webpage or other user experience to determine which one performs better. The success of each version is measured by a predetermined action or goal, known as a conversion. The version with the highest conversion rate is considered the winner. This method allows us to experiment, explore, and iterate through design decisions to optimize our marketing and content strategies.
 
A/B testing eliminates guesswork in implementing website changes. It helps us make informed, confident decisions by comparing multiple design options to see which performs best. This approach ensures that our designs align with Dow.com guidelines and can be applied across single or multiple pages. By comparing different layouts and content elements (such as images, text, and hyperlinks), we can enhance user engagement and achieve our marketing goals more effectively.
 

How Can you Request a Test?

Go to Workfront, select the digital request for an Optimization Test and fill in the following information.​

• Hypothesis: If we do X on Dow.com, we think Y will happen?​
• Page(s): On what page(s) should the test be located?​
• Sponsor name: Who is sponsoring this A/B test?​
• Staging Document Outline: Attach to request. Download a version of the current staging document and move/change the content around to display how you would like it to in the test.​
• Conversion Goal/ Success Metric: What clickable elements are measured to determine success? For example, if moving product highlight component up higher on the page to help drive traffic and conversion to products conversion goal would be measured by how many people clicked on the product highlight CTA.​
• Submit request form in Workfront. ​

Resources

• DX Capability Catalog SharePoint Page​
• Optimization Slide Deck​
• Optimization Testing Guidelines
• Workfront Request- Coming Soon!