Why Every Marketer Should Be A/B Testing Their Dashboards for Conversion Optimization

The Basics of A/B Testing

A/B testing, at its core, is about comparing two versions of a web page or app to determine which one performs better. Remember the campaign Coca-Cola ran, testing two different ad creatives? The winning design got more engagement, clearly showing the importance of A/B testing. But it's not just Coca-Cola. A/B testing helped Bing make 10% to 25% more money per search

This methodology isn't exclusive to ads—it's equally vital for dashboard business intelligence tools.

Dashboards – More Than Just Data Displays

Marketing dashboards have come a long way from merely presenting data to now providing actionable insights. Modern business dashboard software does more than display numbers; it interprets data, predicts trends, and can even automate tasks. Yet, a common mistake is getting complacent with our dashboard's design and usability, assuming that if the data is there, it's doing its job.

The Need for A/B Testing in Dashboards

Imagine you've invested significantly in a marketing reporting dashboard, but your team struggles to extract insights quickly. They're spending precious minutes, even hours, searching for key metrics because the dashboard isn’t intuitive. This lag could cost opportunities. Here lies the beauty of A/B testing—it allows you to modify dashboard elements, gauge user interactions, and refine the dashboard for optimum usability and performance. 

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Key Benefits of A/B Testing Dashboards

A/B testing, a concept often reserved for marketing campaigns, landing pages, or website designs, can deliver unparalleled insights when applied to marketing dashboards. Dashboards, after all, are the compasses that guide a business’s strategy, channeling raw data into actionable intelligence. Here's a deeper dive into the undeniable benefits of A/B testing these vital tools.

1. Improved Decision Making:

One of the primary roles of dashboard business intelligence tools is to help businesses make informed decisions. When A/B testing is used to refine and optimize marketing dashboards, the end result is a tool that presents data more coherently and comprehensively. This clarity not only accelerates decision-making processes but also ensures these decisions are grounded in robust, easily-interpretable data.

The IKEA Dashboard A/B testing example provides clear results between Variant A (the control) and Variant B (the tested version). By observing that Variant B leads to a 12.8% conversion rate as opposed to Variant A's 11.5%, businesses can make data-backed decisions, potentially in favor of changes that Variant B represents.

2. Enhanced User Experience:

Consider the users of the marketing dashboards - they range from data analysts to marketing strategists, all of whom rely on the dashboard to extract vital information. A/B testing can streamline the user interface, making it intuitive. For instance, business dashboard software that has undergone rigorous A/B testing can lead to users spending less time hunting for metrics and more time acting on them, ultimately boosting productivity.

The hypothesis for IKEA's A/B test was formulated based on the observation that few users interacted with the search bar on the PDP page. Their aim was to improve user experience by hiding this element, making more room for product visibility. The results, especially the 11% increase in conversion rate, suggest that users found the modified interface (Variant B) more appealing or straightforward.

3. Increased Conversion Rates:

At first glance, it might seem odd to connect dashboard optimization with conversion rates. However, consider this: a well-optimized marketing reporting dashboard can quickly highlight high-performing channels or campaigns and spotlight areas of improvement. This rapid identification can lead to swift, data-driven actions, resulting in improved campaigns and, consequently, higher conversion rates.

The results from IKEA’s test are explicit: Variant B (without a search bar) showed a 1.3% increase in conversions compared to Variant A. In the realm of online retail, even a marginal increase in conversions can translate to substantial revenue, showcasing the direct impact of dashboard optimizations.

4. Cost Efficiency:

Every moment spent grappling with a convoluted dashboard is a moment wasted. Beyond the obvious time costs, there are potential monetary costs tied to misinterpreted data or overlooked insights. By A/B testing marketing dashboards, businesses can identify and rectify inefficiencies, ensuring that the business dashboard software is not just a data-displaying tool but a cost-saving asset.

5. Encouraging a Culture of Continuous Improvement:

When a business starts A/B testing its dashboards, it’s committing to continuous improvement. This proactive approach ensures that the business stays ahead of potential pitfalls and is always leveraging the best version of its dashboard business intelligence tool. This culture doesn’t just benefit the dashboard; it permeates throughout the organization, promoting a mindset of ongoing refinement and excellence.

Common Pitfalls & How to Avoid Them

  • Not Testing Long Enough: It's tempting to make decisions with a few days of data. However, for comprehensive insights, especially in dashboard business intelligence, ensure you test long enough to account for any anomalies or external factors.
  • Ignoring Small Changes: A slight change in color contrast or a tooltip can significantly impact usability. Never underestimate these details.
  • Neglecting Mobile Optimization: With an increasing shift towards mobile, ensure your marketing dashboards are mobile-responsive.


A mere 7% of companies find it challenging to carry out A/B tests. This shows that the majority consider it accessible and feasible. A/B testing isn't just for web pages or email campaigns. It's for any platform where user interaction can impact business outcomes. Your marketing dashboards are no exception. Given the significant role they play in modern marketing, it's crucial to optimize them for peak performance.

Hear It From The Users
Debating about using Grow for your marketing dashboard? Check out Grow Reviews from Verified Users Capterra and make the right choice.

Have you A/B tested your dashboard? Share your experiences, and let's learn together. Your insights could be the next game-changer in the world of dashboard optimization!

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