To increase the accuracy of an A/B test, what element should be monitored closely?

Monitoring conversion rates closely is crucial for increasing the accuracy of an A/B test. Conversion rates provide direct insight into how well different variations of a webpage or experience are performing in prompting desired actions from users, whether that's making a purchase, signing up for a newsletter, or completing a specific goal.

By focusing on conversion rates, you can determine which variation is more effective in achieving the intended outcomes. Accurate assessment of these rates allows for better optimization and helps in making data-driven decisions, ensuring that the test results reflect true performance instead of being skewed by external factors. This focus on outcomes directly linked to business objectives enhances data integrity, leading to reliable insights for further marketing strategies.

While other metrics like visitor demographics, time on site, and page views can provide context or additional insights during the testing process, they do not measure the core goal of the A/B test—driving conversions. Therefore, conversion rates are the most critical metric to monitor closely to achieve accurate and actionable results from A/B testing.