A/B testing applications – Unbounce review

Bucket testing or A/B testing is the process of segmenting a certain audience type on your website, and working out what performs best. It’s not just some buzzword that is thrown around in marketing circles, it should be front and centre in everyone’s mind when it comes to improving your website.

There are a number of web applications out there on the web which are designed to take the hassle out of A/B testing, and generate the statistics you need to make informed decisions about your website and increase sales. This series of three posts summaries some of the best web apps I’ve found on the web, along with a breakdown of what they are all about, and what they can do for you. Subscribe to make sure you don’t miss the next one.


URL: http://unbounce.com/

Unbounce offers a hands on DIY A/B testing platform for users who are both technically minded, and for those who, are lets say a little on the shakey side when it comes to the complexities of A/B testing. Not a million miles away from Visual Web Optimiser,  Unbounce uses a web based WYSIWYG editor is used to allow users to create landing pages in the browser, including the editing of text, and colours, and allows you to re-create your designs from a blank canvas, or use a predefined, tried and tested template to build a landing page in minutes. That resource alone should prove interesting for anyone trying to launch a product, or improve the number of sales they are currently receiving.

Getting started with Unbounce was a snap, their 30 day free trial (as you would expect with a company focused on increasing conversions) was a breeze to signup for, and their form design brought me through the screens with ease.

The process begins with you picking a landing page to use, and this is then edited via the WYSIWYG editor to contain your own personal unique ‘value proposition’. Complete control is however available, and custom HTML and javascript can be utilised to completely replicate any existing pages that you have out there on the web that you wish to test.

Publishing a page puts it directly on an Unbounce URL that can be linked to directly from your website, or social media marketing campaign.This can of course be changed by adding CNAME records for unbounce to masquerade your own URL should you feel that this would affect conversions.

Once setup, you can then create multiple variants of the page, which can be split tested to your hearts content. Want to know what impact different opening text would have? Duplicate the page, change the text, save it and you are off at the races as Analytics within the platform will start to be collated as soon as you’ve pressed the publish button.

One of the most beautiful features with unbounce is the ability to run parallel A/B testing, which basically means that two tests run alongside each other – so statistics won’t be affected by the current time of day or other factors. Full integration is also available with the wonderful Mailchimp (see earlier review) ; so if you are planning on building a landing page to capture new subscriptions, data can easily be sent across via their API.

If you currently sell any product online, and haven’t yet delved into the magically world of A/B testing, Unbounce is the shiny Swiss Army Knife that every marketer should have in their kitbag. It’s ease of use and ‘results from the get-go’ approach make it a force to be reckoned with.

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