Gone are the days when A/B testing used to be a standalone activity performed once every blue moon. Today, online businesses have a more structured A/B testing program to help them provide the best user experience to their website visitors.
However, some online business owners are torn between building their own in-house A/B testing team or hiring the services of external website testing experts.
The question is always about ROI. How much can an in-house marketing team reduce conversion costs and increase leads compared to an outsourced marketing agency?
If you’re one of them, here’s a quick guide discussing the pros and cons of each option so you can decide what works best for your business.
Outsourcing A/B Testing
One of the options you have is to hire an external agency specializing in conversion rate optimization and website testing. The agency handles everything in your business, from test ideas to running and analyzing tests.
Outsourcing is best suited for online businesses with large testing budgets and wants results as fast as possible.
Advantages of Outsourcing A/B Testing
a) It’s an excellent option for businesses new to A/B testing and lack the needed internal resources to run tests effectively.
b) Outsourcing provides you with a much faster way to get quality test results since an external testing team comes with all the necessary expertise, tools, systems needed to get the job done.
c) Outsourcing provides your internal team with the opportunity to learn some best practices from the external agency you’ve hired. Eventually, they can apply the knowledge and experience they’ve acquired to make their team better.
d) Hiring an external testing agency can also help break down testing barriers you may face internally and make you understand the need and benefit of regular A/B testing for your business.
Disadvantages of Outsourcing A/B Testing
a) You’ll have little to no control over the testing process since the external testing agency handles everything on your behalf.
b) An external agency may also not understand your business’s intricate and more complex details or your business goals.
c) An external agency may not have enough experience to conduct A/B tests properly in your industry.
d) Outsourcing an external testing team often requires a large budget upfront unless you choose a pay-for-performance agency.
In-House A/B Testing
The second option you have is to create your in-house team of experts responsible for handling all aspects of A/B testing.
This option is ideal for online businesses with small testing budgets that want a self-sufficient testing program and have the time and patience to learn A/B testing best practices.
Advantage of In-House A/B Testing
a) In in-house testing, you have all the freedom to choose which web element gets tested at what time. This gives you more control over the whole testing process.
b) In-house testing also requires a lower startup capital to begin testing compared to hiring an agency.
c) You’re in a position to come up with better business goal tests than an external agency because you understand your business better and know all its intricate details.
Disadvantages of In-House Testing
a) Takes longer to learn advanced testing ideas and best practices and understand how to properly use testing systems and tools—because of this, getting quality test results usually take longer.
b) It Takes longer to create your internal team of experts that can run tests properly. Besides hiring experts like test developers and designers, you also need to train them to acquire the right skills and expertise.
Hybrid A/B Testing
The last option you may not have heard of is hybrid A/B testing. This simply means hiring an external testing agency to help with one aspect of your web testing while you do the rest internally. For example, you can hire an external agency to handle your testing strategy while dealing with test design and implementation on your own.
With this website testing solution, you’ll enjoy the advantages of both outsourced and in-house testing. For example, you’ll use less capital when you hire an external testing team to do everything for you.
This approach also allows your in-house team to gain new skills and experience from external experts.
Hybrid testing is suitable for online businesses that can handle most of their website testing by themselves but only need assistance in one area.
To summarize, there’s no single best A/B testing solution that’s right for every online business. The option you choose for your business at the end of the day will depend on the budget, expertise, and testing resources you have internally.