Marketing Glossary

Bucket Testing

A way of comparing two versions of a website or app to find which one performs better on a set of predetermined criteria.

What is Bucket Testing?

To compare two different versions of a website to evaluate which one performs better on specific important metrics (such as clicks, downloads or purchases), the technique known as bucket testing (also known as A/B or split testing) is utilized,

Depending on the test, there is at least one variation (A) and one variation (B). Metrics are collected from each page variant, and visitors are randomly assigned to one of several “buckets” from which the data can be collected and evaluated.

Please Note:  Bucket testing is used by companies that sell products or services online to improve their websites and landing pages in order to increase revenue.


How Does Bucket Testing Work?

Using a hypothetical scenario, let’s begin. Bucket testing begins with a hypothesis that a particular landing page variant will outperform the control. – It’s possible that you have an existing landing page for an e-book entitled Eat Raw Foods and Live Longer.

However, you believe that altering “Submit” to “Get Your Free Copy” on the sign-up form button will increase the number of form conversions. Variation A, or the current page with the ‘Submit’ button, is the control. Variation B is the page with the “Get Your Free Copy” button. The most important parameter to monitor is the percentage of visitors who complete the form.

Because your landing page receives several thousand daily views as a result of your advertising campaign, you’ll have the findings of your bucket test in hand in a matter of days. ‘Get Your Free Copy’ has a far greater click rate than ‘Submit,’ yet the form completion rate is nearly same. Since the primary indicator is the completion rate of the form, you make the decision to try something new.


Conversion Optimization & Bucket Testing

Conversion rate optimization relies heavily on bucket testing. Conversion rate optimization can be tested with a bucket test in a variety of ways. For Eat Raw Foods and Live Longer, you can continue to experiment with higher-converting button language, or you can go on to test alternative hypotheses, such as bolder headline copy, more colourful graphics, or sign-up buttons with arrows leading to them.

Companies spend millions of dollars promoting their products and services through landing pages and websites. You can do a series of bucket tests using basic changes to page language, graphics, and layouts to gather data and iterate toward your best-performing version of the page. Each experiment is simply repeated until statistically significant results are obtained by altering only one element at a time while simultaneously collecting relevant data.

In the case of your most heavily accessed sites, bucket testing has the potential to have a considerable impact on conversion rates per page. As a result, bucket testing can help to eliminate the influence of subjective opinions on the design or layout of a page. It’s possible that the author of Eat Raw Foods and Live Longer believes that included a photo in her book will increase sales, or that she simply prefers a photo with a rainbow of hues.

Forget about debating whether design or page elements are most effective in converting a buyer. The numbers will speak for themselves and help you make a conclusion. Prioritize your most popular sites for testing because you may need hundreds or thousands of visitors to each variant in order to get statistically meaningful results. More people visiting a page means you’ll be able to announce a prize sooner.


Common Page Elements to Test:

  • Customers’ or third-party websites’ logos: communicate dependability and credibility (could include Better Business Bureau, TRUSTe or VeriSign logos as well as customer logos)
  • Call-to-action buttons:  “Subscribe”, “Get Started”, “Submit”, “Sign Up” and “Buy Now” buttons, as well as different colors, sizes, and page placements for less common ones.
  • Imagery: altering the quantity of images, their positioning, the sort of imagery, and the subject matter of the imagery (illustration vs. photography).
  • Headlines: The font, size, length, and specific word combinations of headlines and sub-headlines can be varied.
  • Text: Change the size, style, font, and positioning of the text to achieve a unique look.