What are the best KPIs to measure an A/B test?

1 What are KPIs?

KPIs are measurable values that indicate how well you are achieving your desired outcomes. They help you evaluate the effectiveness and efficiency of your actions and strategies. KPIs can be divided into two types: primary and secondary. Primary KPIs are the main metrics that reflect your core goal, such as revenue, conversions, or retention. Secondary KPIs are the supporting metrics that provide additional insights into your performance, such as bounce rate, click-through rate, or engagement.

2 Why are KPIs important for A/B testing?

KPIs are essential for A/B testing because they allow you to compare the results of your variants and determine which one is more successful. Without KPIs, you won't be able to quantify the impact of your changes and make data-driven decisions. KPIs also help you communicate the value of your A/B testing to your stakeholders and customers. By showing how your A/B testing improves your KPIs, you can demonstrate your value proposition and competitive advantage.

3 How to choose the best KPIs for your A/B test?

When selecting the most relevant and reliable KPIs for your A/B test, there is no one-size-fits-all answer, as it depends on several factors such as your goal, hypothesis, audience, and industry. However, there are some general guidelines to consider. Firstly, ensure your KPIs are aligned with your goal; for example, if you want to increase conversions, your primary KPI could be conversion rate and your secondary KPIs could be average order value or customer lifetime value. Secondly, ensure they align with your hypothesis; for instance, if you hypothesize that adding a testimonial will increase trust and conversions, your KPIs could be conversion rate or trust score. Thirdly, ensure they align with your audience; for example, if your audience is mobile users, your KPIs could be mobile conversion rate or loading speed. Finally, ensure they align with your industry; for instance, if you operate in the e-commerce sector, your KPIs could be revenue per visitor or customer acquisition cost.

4 How to measure your KPIs for your A/B test?

Once you have chosen your KPIs for your A/B test, you need to measure them and analyze them to determine the winner of your test. To do this, you can use analytics tools such as Google Analytics, Adobe Analytics, or Mixpanel to track your KPIs and segment them by different variables. Additionally, A/B testing tools such as Optimizely, VWO, or Unbounce can be used to measure your KPIs and compare the performance of your variants using statistical methods. Lastly, surveys and feedback tools like SurveyMonkey, Qualtrics, or Hotjar can be used to measure your KPIs and understand the reasons behind your results. All of these tools are essential for understanding the success of an A/B test.

5 How to optimize your KPIs for your A/B test?

Measuring your KPIs for your A/B test is not enough; you also need to optimize them and improve them over time. To do this, you should consider iterating your A/B test, combining it with other methods, and monitoring and reporting it. Iterating your A/B test involves running multiple rounds of testing with different variants, hypotheses, and goals until you find the optimal solution. Combining your A/B test with other methods entails using techniques such as multivariate testing, personalization, or user testing to test multiple elements, tailor your content, or observe your users in action. Lastly, monitoring and reporting your A/B test involves tracking and communicating progress and results to your team, management, or clients via dashboards, reports, or presentations. This will help you showcase your KPIs and highlight any achievements or challenges.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?