A/B Testing for Content: How to Run A/B Tests with Engagement as KPI
Businesses like media companies run A/B tests with engagement as KPI to improve retention and conversions.
Micro conversions such as bounce rate, average time on page, scroll depth and page views can be combined to get a sense of how engaged your visitors are on your website.
While these user engagement metrics may not be money metrics aka macro conversions, they can serve as pointers of what is wrong.
In our article, you’ll find tips to help you decide which user engagement metrics reflect your goals and how to establish a baseline measurement of these metrics. (BONUS: you’ll also find a step-by-step guide to set up A/B tests with engagement as KPI using Convert Experiences).
