Unequal Allocation of Traffic in A/B Tests: Pros and Cons

By: Gary Stevens | 2018


You can’t convert visitors into customers if you can’t keep them on the darn web page long enough to read the sales message.

That makes sense, right?

What you may not properly appreciate, though, is exactly how impatient these precious potential customers are. If your page hasn’t loaded by the time 4 seconds rolls around, there’s a good chance that about one-third of these potential sales will abandon the website.

If you don’t believe it, think of your own online habits. Notice how itchy that trigger finger gets after just a few seconds? The reality is that site speed has a direct effect on your bottom line. In other words, a slow-loading site means less revenue and you might have to start shopping in the bargain aisle!

It’s All About the CRO (Conversion Rate Optimization)

Online entrepreneurs are obsessive about CRO. And, they should be. Optimizers will spend hours testing slight sales copy variations, as well as button placement and color and location on a web page.

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