Blockchain and AB Testing

AB testing is the practice of comparing two versions of a webpage or a broader campaign that ostensibly offer the same product, but present that product via two versions using the same method. This is also known as split testing and allows a company to determine which technique is more effective before unleashing its product or campaign to its clientele. AB testing allows companies to explore different ways of increasing web traffic and click-throughs so that businesses can be confident they have opted for the tactic that will generate the most profitable long-term outcome.

There are many variables in play during AB testing, from the hiring of designers and marketers to establishing the infrastructure required to complete the test. In an interesting interview with Small Business Trends on the wider theme of blockchain in business, Jeremy Epstein cites a salient example of how blockchain can improve the practice of AB testing.

Epstein refers to a test commissioned by Toyota for a campaign on the topic of test drives, where Team A approached the task of delivering advertisements with the usual strategies. Team B cooperated with a company that specializes in blockchain tech to streamline the backend processes, producing an overall improvement of 21% in business outcomes. This type of improvement is likely to encourage more businesses to opt for blockchain-driven approaches in AB testing and, based on this example, more companies may find that using blockchain ultimately increases efficiency and revenue streams.