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A/B Testing


What is A/B Testing?

A/B Testing is essentially a way to test various forms against each other to see which one performs better. In FlexForms this is done by setting up an A/B Group at any point in a payment flow. The system will then present the forms you have in that group, displaying them in a round robin format to consumers.

For example, if you have 3 forms in an A/B Group, the first time that group is called in a Payment Flow attempt the first form will be displayed, then the next unique consumer that encounters that section of the Payment Flow will be shown the second form, and the next consumer to reach that redirect will be shown the third form, at which point the A/B Group will start over for the next unique consumer with the first form.

What we call A/B Testing is also known as "Split Testing", "Hypothesis Testing", or "Bucket Testing" in various tech industries.

Why use A/B Testing?

There are an infinite number of reasons you might want to use A/B Testing in your FlexForms. You might want to see if a two-column form works better than a single column form. You might wonder if a red form works better than a black and white form. You might want to test different marketing images in identical forms, or find out if requiring a CVV2 code works better than not requiring it for your chargeback rate. You might want to test a certain promotional price against another, or even test how different processors perform against each other.

How do I Implement A/B Testing?

Setting FlexForms up for A/B testing is easy.

  1. Simply expand a payment flow, and click the tile where you want to add A/B testing.
  2. Under the Redirect to option select An Existing Form.
  3. Under the Make A/B Group Around This Selection option select Yes.
  4. Then just add the forms you want to test against each other to the group and the rest will happen automatically.
  5. Click Save to store your changes.

Configure A/B Testing

After storing an A/B test group it's time to configure it and make full use of it's options.

  1. Click Configure on the A/B Group tile.
  2. Click New on the A/B Group tile in order to add more forms to the group.
After the payment flow is live, you can look for your form names in the Form Hits report and drill down to specific dates and times in the Form Hits report.

How A/B Testing Works?

If the payment attempted on the payment form is approved, the consumer will be given an approval page with no redirect, but if it is denied, the consumer is then directed to the next A/B Group, and presented with the form in that group that is next in line to be presented. At the end of this Payment Flow, no matter if the form presented in the second A/B Group is approved or denied, the consumer will be shown the approval or denial message and will go no farther, as there is no redirect set up for either form.

For further clarification, if you have 3 forms in an A/B Group the first time that group is called in a Payment Flow attempt the first form in the A/B group will be displayed, then the next unique consumer that encounters that section of the Payment Flow will be shown the second form in the A/B group, and the next consumer to reach that redirect will be shown the third form in the A/B group, at which point the A/B Group will start over for the next unique consumer with the first form in the A/B group.

The A/B Group’s “current form” is not incremented until a user hits that step in the Payment Flow. So if 5 consumers attempt the payment flow, and only the first and fourth consumers are declined and sent to the A/B group on the Deny Redirect, the first consumer will be presented with the first denial redirect option and the fourth consumer will be presented with second denial redirect option.