A/B Testing in Marketing: What to Test and Why It Matters

In digital marketing, A/B testing requires the creation of 2 versions of a certain digital point in order to analyze which one has the best performance for users. You can do A/B testing for different digital points, such as display ads, marketing emails, landing pages, and also for social posts.

The A/B testing process works by comparing two versions of a digital asset in order to learn which one is more effective for a certain target audience. Also known as split testing, this method splits the audience traffic evenly between A, which represents the control audience, and B, which represents the variation. The performance is then measured based on different metrics such as conversion rate, sales, or CTR (click-through rate). 

So, when conducting A/B testing, the version that provides the best performance will be considered the final form. There are various popular tools to run an A/B test, such as HubSpot, Google Optimize, and others that have different useful features to track results and improve the campaigns.

A/B test can provide information and data required to improve conversion rates and maximize the ROI (return on investment). So, instead of analyzing based on different assumptions, A/B testing offers marketers the ability to determine and confirm some ideas based on the user’s behavior before investing in a final campaign. 

More importantly, this A/B testing approach will significantly reduce the potential risk of making costly mistakes and make room for informed decisions. 

So, marketing teams can continuously optimize the campaign elements, such as headlines, CTAs, or layouts, in order to attract more and more customers. 

A/B testing can work on various elements that are supposed to attract more customers, such as email campaigns, paid ads, newsletters, website design, and so much more. 

For each of these, marketers and companies can conduct A/B testing on many factors and variables. In websites, for example, marketers can try different versions of the color scheme, product pricing, CTA button design, headings, special offers, and others. 

Headlines are important because they are the first thing that visitors read on a website. So, it should be carefully created with the right length, tone, and structure to capture the user’s attention. Testing different versions of the headline ensures that people will see the most attractive one, which has an increased chance of making them loyal customers. 

Same for the call-to-action buttons, because they represent an important element in design that makes a big difference for visitors. So, it’s important to create different versions in length and design for the CTA in order to choose the one that will attract higher conversion rates.

• Test only one variable at a time: Changing a lot of elements at once will make it hard to determine the best version, and also what caused the change in performance in the initial design. 

‍

• Run the tests more than once: sometimes the A/B tests can offer wrong results because the user’s behavior is very different and unpredictable. It’s important to run the test multiple times in order to make sure that the initial results are accurate and provide the same parameters. 

‍

• Wait until the test ends: make sure that you let the A/B taste run the entire user cycle before making some decisions. If you jump right to a conclusion before the test ends, you will see that the first conclusions with be very different compared with the ones gathered at the end of the test. This way, you will make informed decisions based on more accurate results. 

‍

So, A/B testing represents probably the most efficient approach in order to gather the target audience’s responses on your content or design because you will see which version records better performances without disturbing the navigation experience for users. 

Are you ready to start your business? Our dream team focuses on building a successful strategies that can help your business growth. Whether you’re looking to launch your business or rebrand your existing company, we provide top-class solutions that will set you apart from your competition.

Contact us today to get a personalized quote for your business needs, and let’s start building the path to your next level of success together!