• Experimentation, 
  • MACH, 
  • Composable Architecture

4 Benefits of Headless A/B Testing [with Examples from Ace & Tate]

Esat Artug
Esat Artug
February 12, 2023 · 9 min read
4 Benefits of Headless A/B Testing [with Examples from Ace & Tate]

A/B testing is a powerful tool for businesses to optimize their website and boost their conversion rates. By randomly displaying different versions of a web page to two groups of visitors and tracking the results, businesses can determine which version is more effective at achieving their goals.

A great way to incorporate composable A/B testing into your workflow is with Ninetailed and Contentful. With Ninetailed’s powerful capabilities integrated into the Contentful Composable Content Platform, digital teams can easily create A/B tests and deliver personalized content experiences at scale, using a flexible, composable architecture that doesn't sacrifice performance. Teams can now see how changes in copy or design impact customer engagement and conversion rates.

In this post, we’ll explore four benefits of using Ninetailed and Contentful together for composable A/B testing.

Benefit #1: Create Better Experiences for Your Customers and Users

There are several steps involved in conducting an effective A/B test. First, you must identify the key metrics that you want to measure, such as conversion rate, click-through rate, bounce rate, etc. 

Next, you need to choose a suitable sample size based on statistical significance and confidence intervals. Once you have calculated this value, you can set up the experiment by creating multiple variations of your website, content, or product and then measuring the performance of each variation against the baseline version.

If you want to get the most out of your A/B testing efforts, it's important to optimize and refine your tests continuously. This can involve making small tweaks to existing variations or creating completely new versions based on user feedback.

Overall, A/B testing is an extremely powerful tool for businesses looking to create better experiences for their customers. By using this technique effectively, you can gain valuable insights into what works well and what doesn't, which will help you improve your offers and messages and increase conversions over time.

Let’s take a closer look at how this works in practice with two examples from one of our customers, quality eyewear designers Ace & Tate: 

The first test Ace & Tate rolled out was for the primary navigation to improve engagement with topline categories and the underlying content to help them buy glasses. 

They ran an A/B test where they showed either help or services as an entry point in the main navigation and measured CTR to the navigation and singular entry points. 

The test resulted in an uplift of 54% on the desktop; however, the real win was on mobile, with an 87% increase in click rate. The streamlined content under the services item also saw improvements, with ~50% more users engaging with the links. 

The result? New navigation was rolled out to all retail countries following the test.

A/B/C Test for Product Pricing

The second example of the test they ran was a bit more complicated than the first one, as there was one more variable.

Once Ninetailed was enabled, Ace & Tate ran an A/B/C test to validate a hypothesis that showing clearer pricing earlier in the funnel will give users more confidence to proceed with a purchase. The test ran with a variant for a from price and another with a fixed price.

Although they expected higher CTR to product pages there actually was a decline in users moving forward in the funnel. However, when Ace & Tate dug deeper into the full funnel, they saw that in both variants, the users that moved forward had a higher propensity to complete their product configuration, and in the case of the fixed price variant, they were also 8% more likely to convert to a sale, leading to higher purchases than the control group despite the decline earlier in the funnel – a great example that sometimes it pays to look past your initial success metrics to get the full picture.

Benefit #2: Reduce Complexity

BetterCloud just released the 2023 State of SaaSOps report, which gives us new information about the average size of tech stacks at mid-market and enterprise companies.

There are thousands of SaaS solutions, so it's not unusual to find that your organization is using multiple similar tools for the same purpose. This year, 40% of IT professionals said they merged redundant SaaS apps. Even so, the net growth of SaaS apps used was 18% higher than the year before. On average, organizations now use 130 apps!

Using more tools and tech stack doesn’t just create data and organizational silos but also creates workflow silos.

While the situation is like this, it’s more important than ever to keep workflows simple and cut down on complexity — in the end, the simplest tech stack is the best stack.

With Ninetailed integrated with Contentful, you’ll have everything related to experimentation and A/B testing within the Contentful workflow. Therefore:

  • no need to learn a new tool

  • no need to switch to another tab

  • no need to create a new workflow

  • no need to create new data or organizational silos

Another benefit of reducing complexity is that it allows you to focus your efforts more effectively, create a better testing rhythm, and have higher testing velocity.

This is critical for maintaining a good testing rhythm, as it ensures that your team has enough time and energy to dedicate to each test scenario. 

When Ninetailed was integrated into Contentful for one of our customers, we saw that teams could increase the testing velocity up to 200% compared to other solutions like Google Optimize — which ultimately yields better digital experiences and higher conversion rates.

Benefit #3: Enjoy the Flexibility of Adding New Data Sources and Destinations

Ninetailed is composable — just like Contentful — which means that it's easy to integrate with other tools and modern tech stacks. This is important for website optimization because it allows you to quickly add new features and functionality to your site without having to rebuild it from scratch.

With this composable approach, you can add any data source and destination without any performance trade-offs.

For example, Ninetailed makes it easy to connect with your customer data sources and analytics tools to get insights into your A/B testing results. With Ninetailed’s composable MACH architecture and native customer data and analytics connections, you can get started with your data in minutes and see how your tests are performing.

Our connections with data sources and analytics solutions are designed to give you the most insights into your results. You can see how your tests are performing, what variations are winning, and what changes you need to make to improve your results.

Benefit #4: Run Your A/B Testing Experiments without Sacrificing Performance

One of the most important aspects of running an A/B testing campaign is ensuring that your site or app remains fast and responsive for all visitors during the experiment process. Without this speed and responsiveness, you risk skewing your results by driving away potential customers who are frustrated with slow load times.

At Ninetailed, we understand the importance of performance in A/B testing campaigns, which is why we've built the new version of our tool that makes it easy to run, manage, and measure these types of tests at scale without sacrificing speed or functionality. With our edge-side delivery capabilities, you can be confident that your visitors will have a smooth, fast experience even while you're testing and tweaking different variables in your campaigns.

What’s edge-side delivery, you might be asking? It’s a method to serve content and data from locations that are closer to the end user rather than from a central location. This improves performance because it reduces the distance that the data must travel, which can reduce latency and improve the speed at which content is delivered to the user. Overall, the use of edge-side delivery has a significant impact on performance by reducing latency, improving speed, and increasing scalability.

Ultimately, this means you can confidently make changes that could improve your conversion rate or user engagement without having to worry about potential negative impacts on your site's speed, lighthouse score, or stability.

Easily Create Experiments and Target Your Audience within Contentful

The process of targeting and defining your audience has never been easier than with our newest capabilities for Contentful.

With the help of Ninetailed Experiences, you can now utilize A/B testing (also A/A and A/B/n tests) to fine-tune your message and ensure it reaches the people who matter most.

We make it easy to set up and manage your A/B tests:

  • all the workflow happening inside Contentful

  • no dependency on developers

  • create and publish experiments in minutes, not days or weeks

With our intuitive interface, you can create multiple versions of your content and track how each one performs. You'll be able to see which version got the most views, the most engagement, and the highest conversion rate. With this valuable data, you can make sure that your next piece of content is even better than your last.

In addition to A/B testing, we also offer a number of other features that will help you fine-tune your content strategy. With our analytics connections, you can see how your content and experiments are performing across all channels.

With the newest version of Ninetailed Experiences, you have everything you need to create amazing experiences that resonate with your audience.

Ability to Test More Than One Component at the Same Time

You can now test more than one component at the same time with Ninetailed for Contentful. This capability provides many benefits, including:

  • The ability to test different combinations of components to see which ones work best together.

  • Faster testing cycles, since you can test multiple components at once.

  • More comprehensive results showing how each component affects the others.

Get More Leads from the Same Traffic by Adding Ninetailed to Your Composable Content Platform

If you’re looking for a way to get more leads, more revenue, and higher engagement from the same traffic, Ninetailed with Contentful is your solution.

With our new A/B testing capabilities, you can split your traffic between different versions of your content to see which performs better.

Plus, our personalization capabilities let you tailor your content for each individual visitor, ensuring that they see the information that’s most relevant to them.

Ready to Create Composable A/B Testing in Minutes?

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