In marketing it can be so detrimental to make decisions based on the “feeling” you have about your work. Instead of making assumptions or following your intuition, how about we do tests on your work. A/B testing which is sometimes referred to as split test is a great method of determining the best online promotional strategies for your business.
What is A/B testing?
I checked out the meaning on wikipedia and this is what I found. “A/B testing (also known as bucket testing or split-run testing) is a user experience research methodology. It consists of a randomized experiment with two variants, A and B.”
It involves comparing two versions of your marketing assets and measuring the difference in performance. Your goal is to determine whether there is a statistically significant relationship or not. These marketing assets can be a webpage, a sales email, an ad and many more.
Why is this testing important?
I know I’ve already mentioned a number of reasons why it is important but lets add some more.
i.) It is relatively low cost but the reward is high. It gives you the information you need to make the most of your marketing budget.
ii.) When you improve your content it means a higher conversation rate.
iii.) It doesn’t matter the number of times your test will fail, it’s ultimate success will always outweigh the cost to conduct it.
iv.) It is an efficient way to gauge your audience’s response to your content.
Planning an A/B test.
The first thing you need to do is to identify the problem. Figure out what you want to test exactly. There are many factors to consider when determining why your content isn’t converting.
Preferably pick one variable at a time and run the test before going to the next.
Analyze your data and come up with the elements to target.
Here is a list of elements which are commonly tested;
- Call to Action and how buttons have been positioned.
- Subject lines and headlines
- Images, Audios and video
- Colors used.
- Product/service description.
The list is long but I hope you get the point, choose Choose which elements you’ll A/B test.
The amount of time time you spend on your test really depends on your goal and the amount of traffic you get. if a test is given insufficient time it can translate to inaccurate results, as you don’t get a large enough visitors to be statistically accurate. Overdoing it might also mean more variables than you can monitor or control.
During the test;
– Make sure the data collected is useful. Don’t just collect data.
– Get authentic feedback from real users
Take action based on the results you get. See what works best for you, make changes where necessary.
There are various tools that can help you do your A/B testing and the good thing is that they are available online.